One of the greatest benefits of the modern age of marketing is the amount of data available. More than ever before, businesses and marketers have a plethora of information available to them about what is moving the needle with consumers and what leads to new sales or conversions. As wonderful as having all this information, one of the biggest challenges I face with businesses when reviewing campaigns is how to best distill all the data into what matters most to them. Sometimes there can be almost too much information available that it is easy to get lost in a sea of data. This can be a problem regardless of the size of your business, which is why I was happy to see a recent article from Google discussing how their marketing team has overcome these issues.
When I meet with businesses to plan marketing campaigns, I try to dispel some commonly held notions about their ideal customers and the generations they belong to. Who’s using various digital devices and interacting with digital media isn’t always who you think.
It’s no surprise that media consumption of the modern American has been changing for quite some time. Even Television, one of the last remaining holdouts from the shifting tides of traditional media, has been affected over the past decade. More than half of adults 18-49 in the US are either light viewers of TV or do not subscribe to a traditional TV service at all . But an audience shift like this doesn’t necessarily mean that TV content is going away anytime soon. The access of the internet has blown open the doors of not only where people get their entertainment, but also the kind of content they are consuming.