How divided attention can multiply results

It’s no secret that today’s media landscape is continually evolving and transforming. Technology is affecting how consumers receive and process information and we as PRs must be adept as to how best to respond.

According to a recent Communications Market Report by Ofcom “we hit our peak confidence and understanding of digital communications and technology when we are in our mid-teens; this drops gradually up to our late 50s and then falls rapidly from 60 and beyond”.

16-24 year olds now consume more media than ever before

16-24 year olds now consume more media than ever before

Even though things have changed in terms of how we consume media, we have a huge opportunity as PR practitioners to make brands exciting and desirable for new generations, as the ‘Millennium Generation’ of digitally savvy 15 year-olds are now empowered to engage with brands more than ever before. In a number of years these teens will be financially solvent enough to choose which brands they consume and ultimately decide the success of these businesses in the future.

The ever-popular smartphone is a portal to multiple media

The ever-popular smartphone is a portal to multiple media

The added noise of multiple devices being used simultaneously divides consumer attention. With multi-platform consumer culture and purchasing behaviour, comes the need for increasingly multi-platform brand messaging and communication to not only attract and maintain consumer attention, but stimulate a two-way conversation between both parties.

Integrated campaigns

This Old Spice campaign is a great example of a well-executed multi-platform approach to stimulate engagement and was one of the first to successfully incorporate social media channels into its approach. The campaign built on the brand’s famous TV adverts, by encouraging consumers to send questions to the ‘Old Spice guy’ on social media. The brand responded incredibly quickly to questions with over 200 individual videos, resulting in great exposure, engagement and praise from its target audience and PRs everywhere.

We’ve seen many brands, such as Snickers with ‘You’re not you when you’re hungry’ and Fosters ‘Good call’ campaigns, follow Old Spice’s lead to create successful integrated campaigns you can’t get away from or stop talking about. Rest assured there will be many more examples fighting for a place in your memory over the coming months.

As we continue to turn away from more traditional methods of communication, we as PRs must see the opportunities new channels present for brand engagement. By strategically working across multiple platforms and creating an identity that is not only appealing, but engaging to consumers, we can build relationships with our audiences and create brand loyalty and effective integrated campaigns.

For a full report of the Ofcom survey, go to: http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr14/uk/

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