New Media Continues to Grow
Advertisers trying to increase their ROI would be well advised to pay more attention to what their customers say influence their purchases and, in particular, the new media options which are growing the fastest, according to BIGresearch’s (http://www.bigresearch.com) Simultaneous Media Survey (SIMM 11, Dec. 07).
While traditional media still rank on top, many are declining in influence and some are showing double digit losses over the previous year; whereas, many new media options are showing double digit growth. For example, when compared to SIMM 9 (Dec. 06), Instant Messaging and Blogging experienced double digit growth for purchase influence of electronics at 22% and 21.5%, respectively. Conversely, Broadcast TV and Cable showed a decline of 13.9% and 14.4%.
“It’s no longer enough for marketers to advertise only a slogan or warm fuzzy feeling. Top line sales growth and bottom line increases are where it’s at in today’s highly competitive no growth market,” said Gary Drenik, President of BIGresearch. “Marketers need to better understand the changing dynamics of the consumer media market and develop new marketing plans that integrate new media to replace the erosion of traditional media for influence to purchase. Marketers who can’t tap new media options for their influence to purchase will suffer a decline in advertising ROI,” said Drenik.
Not only is influence of new media growing, it is much more influential among minority groups. Influence of new media is higher for Hispanics and African Americans across all new media forms compared to all adults. Alternatively, influence of new media for Caucasians is lower than the general market for all types.
Further analysis comparing new media influence to purchase with traditional is available by clicking: http://info.bigresearch.com/
No comments:
Post a Comment