Media fragmentation has led to not only an abundance of choices for consumers but an abundance of challenges for brands.
Consumers can now choose exactly how and when they interact with a brand. And so brands have to decide how to reach those consumers most effectively, considering not only the many different channels now available—Internet, TV, radio, mobile, print—but also who uses each channels and how they like to be spoken to. Someone who watches hours of TV is not the same as someone who watches the same programs on an iPad.
How are brands supposed to connect with today’s audience, which wants different things from all the media it uses? Consistency is the key. Hit the media channels with a consistent brand message, and not only will you gain a handle on today’s fragmented media, you’ll create a brand that is trustworthy— a vital necessity in a hesitant climate.
It’s no good letting a brand fragment. Okay, so the same product is used by different people. Still, if you have different marketing strategies dependent on who you’re talking to, the message gets confusing.
Add relevancy into the mix, and suddenly you’re looking at a powerful combination. Consistency and relevancy together ensure a universal approach that covers all consumers, no matter what technology they like to use, with a message they’ll want to hear. It’s why all cultural movements have to be relevant.
Indeed, only this week Unilever, the second largest advertiser in the world, insinuated that its strategy now is to make its brands media properties in their own right, focusing on content and relevancy in a world where media, entertainment and brands are rapidly converging.
So the message is actually very simple, if you ask my fellow StrawberryFrogers: In today’s fragmented world, just stick to the same page!
