BIGResearch’s latest simultaneous Media Usage Study raises a big flag for marketers and PR practitioners: you’re operating in a new reality of a consumer controlled communication model.
This is not the first time we’ve heard that the traditional media models aren’t working, but this study clearly show the mismatch between where consumers are being influenced and where marketers are placing theri messages.
And it applies just as much to PR and media relations. If we are chasing the old media model we’re missing the most effective ways to reach and influence our audience.
When asked which media most influence their purchase decision for various product categories, consumers’ choices are rarely in line with advertisers expenditures, says the report
Top 5 Media Influences on Consumers Buying a Car
Purchase Influence
Consumers Influenced
Automotive Industry Ad Spend %
1. Word of Mouth
30.4%
NA
2. TV Broadcast
24.1%
47.1%
3. Read Article
21.3%
NA
4. Newspaper
20.2%
30.0%
5. Magazine
17.5%
11.3%
Source: Ad Age Domestic Spending by Category (2005) and BIGresearch, 2007
Top 5 Media Influences on Electronics Purchases
Purchase Influence
Consumers Influenced
Electronics/Home Furnishings Industry Ad Spend %
1. Word of Mouth
42.6%
NA
2. Read Article
34.1%
NA
3. TV Broadcast
32.3%
36.2%
4. Newspaper Inserts
32.0%
4.40%
5. In-Store Promo
27.2%
NA
Source: (Includes) Home Furnishings, Appliances and Electronics and BIGresearch, 2007
“New media options such as online search, blogging, email, texting, video, streaming and social networks such as MySpace and YouTube have expanded the Word of Mouth universe and made traditional advertising less relevant for many,” said Joe Pilotta, VP, Research of BIGresearch
Understanding this new model is the first step to using it effectively. Attend Social Media Club meetings in your area and find a good SEO PR training session for your PR and marketing staff.
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Sally is the author of Website Content Strategy blog: Information about the shifts in media consumption and the use of
technology in marketing and PR so business can stay in touch with
their rapidly moving audiences.