How consumers consume and react to media

Typical buyers do not think in terms of channels. It’s all just marketing and communication. Let’s imagine a day in the life of one of your customers.

7 am – Wake up to radio, check social media.
8 am – Travel to work, listen to podcasts, glance at transport posters/outdoor, access online news sites.
9.30 am – Check emails, continue with online news sites.
1 pm lunch – Check social media, make enquiries about products, check out review sites for products/services you’ve been thinking about.
6.30 pm – Return home,heck doormat, direct mail, door drops, local leaflets.
8 pm – watch TV broadcast or on-demand (8 out of 10 of us also checking phone or tablet) or pub/ restaurant/ club/ music venue/ cinema/ theatre.

Typically, a person is exposed to more than 3,000 different adverts/communications per day. To benefit from the multiplier effect your messaging needs to stand out and be relevant to your target audience.

It is therefore important for your branding to be consistent across different media. However, consistent isn’t the same as identical; you can’t just take a press ad and shoehorn it into a poster, an email or a Facebook ad. You still need to tailor the content to the channel.