The Trend Everyone Saw Coming
Last week I noticed three consecutive articles from eMarketer focused on the rise of digital platforms. The articles touted how digital is surpassing TV in time spent with U.S. media, how time spent with mobile devices is surpassing time spent with desktop computers, and how more social media sharing is being done via mobile devices than PCs.
Some of the highlights include:
- The average adult will spend over 5 hours online compared to 4 hours and 31 minutes watching TV.
- Digital media consumption will be up 15.8% while daily TV consumption will be down slightly.
- US adults will spend 44.4% of their overall media time with digital this year, including 19.8% on mobile.
- Consumers are nearly twice as likely to share content through mobile devices, as compared with desktop.
Anyone who has worked in digital marketing for a while has seen this trend happening. But until there was supporting evidence, it was hard to make a business case with CMOs and Marketing Directors to move budgets from traditional marketing tactics to digital. Of course, that case is still not necessarily made. Just because more people use a certain channel does not mean that the channel has more impact on revenue. But, in this case, I’d be willing to bet that we won’t have to wait too long before those stats surface.
So, as a marketer, what do I take away from this new information? For many, this data simply validates what we’ve believed for years:
- Digital marketing will continue to mature and change how people interact with brands.
- All marketers will need to make a stronger case to have a more diverse marketing mix that includes digital channels in a thoughtful and valuable way.
- For the foreseeable future, mobile will be top of mind for marketers when they think about how they should position their brands and where they engage their customers.
- The best marketing strategies and tactics work across, and integrate with, all channels.
- Marketers must make sure that they back up their digital strategies with strong measurement and revenue models.
Now we know where our customers are. We know that they are crossing-over platforms. We know that relevance, value and impact will be derived from marketing efforts that seamlessly integrate across channels. So, when you sit down to pull together your 2014 marketing strategy, rely on that gut feeling and this recent trend in digital. It is only going to grow and customers will continue to blur the lines between channels. Maybe you should do a little blurring of your own.