I can't be the only one can I? But nowadays when I watch TV I am also on my mobile as well and possibly even on the Ipad, and usually there are a few magazines strewn around my feet for good measure! It might drive some people mad but I actually think that this is how most people are now accessing information and entertainment – through a variety of different channels, online and on 'old school' paper!
When we are developing marketing communications strategies with our clients at Westgate, we always bear this in mind.
Of course no two audience groups are the same. Some will digest everything online, with the keys to their whole lives stored within their iPhones whilst others will rely on more traditional forms of media as trusted authorities, feeling a loyalty and a comfort from their continued presence in their lives.
Never before has it been more important for marketers and businesses to realise that consumers now access such as mix of media – and in my opinion only the companies that fully realise this will continue to sustainable commercial success. But it is also just as important for businesses not to forget about the continuing importance of traditional media. There is still real power in print, particularly for some demographic groups, and it would be a real oversight to forget this and to exclude traditional media from a marketing communications programme.
In summary, drawing on both my experiences from working with our clients and from the changes that I see within my own lifestyle, it seems that the key to commercial communications success in 2015 and beyond will be getting into the 'mix’!
If you would like to talk to one of the expert team at Westgate about helping you to develop an integrated marketing plan to deliver great commercial impact for your business, please email firstname.lastname@example.org. We would love to hear from you!