Provoke Insights

A Brand Consultancy & Market Research Firm

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consumer behavior, marketing
Capitalize on Your Consumer's Multichannel Behavior
Sep 10, 2015

by Jedrek Karnowski

Are you aware that consumers’ interactions with your brand are not what they used to be? Consumers are now consuming media from multiple devices simultaneously. They talk about your brand while they watch your latest commercial, then comment on it with hashtag messages via their smartphone before the commercial is over.   It is no longer a controlled one-on-one conversation between consumers and a brand.  As a result, brands need to adapt to this new method of media consumption. 

 

Your brand needs to understand and capitalize on the fact that your consumer and his/her peers spend about 15 hours in front of truly beloved companions such as smartphones, laptops, tablets, or even smart TVs using 63GB of data daily!

 

With all of the exposure to these various mediums, there is more opportunity to catch the attention of the consumers and possibly engage them with what you have to offer. However, the downside is that their journey from one device to another is much more fragmented, so you have to invest in many more advertising placements than ever before.

 

In order to understand them better, you must know how they leverage the power of their second screen:

  • They multitask, viewing unrelated content on multiple devices simultaneously.

  • They start their journey on one device and continue it on another.

  • They search and investigate related content to what they see on another device.

  • They interact with their social networks while they watch other media.

 

Don’t be scared there are plenty of opportunities due to the following:

  • Consumers do not leave the room or change the channel for a commercial break.

  • Consumers watch TV in social settings.

  • Despite multi-screening the ad recognition is not affected.

As the consumers change the way they gather information and switch between their devices, advertisers should use the available research to not only understand their consumer journeys but more importantly to timely reach them at the best moment while they are within their comfort zones.