Feb
15
Multichannel Campaigns Do Matter
Wed Feb, 2012 by Derek Mehraban
Most people who own a digital device use it while watching TV. The numbers are actually quite shocking. 18% of people who multitask with a laptop or a desktop computer say they do it once a week while watching TV. 66% of those people, however, multitask daily. There is a drop off with the phone and tablet sets, but there is still a preponderance of multitaskers.
The social media marketing agency needs to try and hit the customer across multi channels at once. Nielsen has compelling data about the elevated recall of advertisements when exposed on multiple channels. Even if the exposure does not happen simultaneously, there is still an enhanced recall when someone sees an ad on a laptop and then on a tablet. Throw a TV into the mix and the numbers are staggering. This data also points to enhanced outcomes when ads are seen not just on multiple devices, but on multiple channels (FaceBook and Twitter and banner ads for example).
Sometimes these theories are mistaken for the benefits of increased engagement. Increased engagement does carry the added benefit of exposing the customer across several channels, but to gain these benefits engagement is not necessarily needed. The social media marketing agency should benefit from these findings by a simple advertising campaign that is spread cross channels and ideally across devices as well.
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