Deloitte Study of a changing world
One of Mediaposts emails today bought me the highlights of a study performed by Deloitte (link to pdf), about the changing face of media. From a marketing point of view, there’s some interesting nuggets.
- 51% of all US population are reading or watching content created by others (ie ‘amateur’, not paid for) and 40% are creating their own content. I’m not sure what parameters they used for ‘creating, ir could be as simple as putting a photo ont he web, but that ratio is different to the one I often use to describe participation, with 90 watch, 9 contribute and 1 makes something new. How many of these people also go to ‘branded’ personal content, that has been made at the behest of a company or do they avoid what may be seen as tainted by commercial interests.
- Traditional media is still strong, with 72% across all generations reading print. This needs to be considered with planning any campaign - just because the web is there, does not mean that is the only place that you should be active - traditional still works for many, many people.
- This is shown when you realise that print is more effective than online when delivering ads, as 64% of people pay more attention to print ads than online ads. In fact, 28% would pay for content instead of having ads (the cynic in me says those are the ones that have not yet discovered ad blocker!). So print ads work harder, the effectiveness of each ad is probably greater. However, online is still attractive due to the sheer volume of impressions that can be obtained.
- The most effective way to drive to a website is search and word of mouth. Both of these need you to make great content that gets talked about and linked to, throwing in offline content to drive the WOM impression also helps. But you always need to make something that gets talked about - a great product, a great service or a great piece of advertising (although the latter will only have a fleeting effect if the product is not there)
- People want to take their content with them and on all their devices. if you are making video content to support a brand, make sure it is easily portable from web to PC to portable device. Don’t forget the mobile - 46% of Millennials view them as as entertainment device.
Take a look at the summary, but you’ll need to contact Deloitte (and pay) for more information.
Tags: deloitte, mediapost, Metrics and ResearchRelated Stories
POSTED IN: Metrics and Research
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