You can turn away, flip the channel, skip through the commercials, or just plain ignore it for a whole host of reasons. This happens because TV is, by its very nature, passive. These TV distractions may include eating, reading, talking to someone else in the room, talking on the phone, talking online, playing with kids, working, studying, dozing, and countless more. To motivate them to take action requires even more. You must overcome the lure of four other attention-drivers, at least one of which is another media platform for 45% of viewers, just to get them to watch your ad. In other words, media multitasking.Ĭonsider the implications of that for TV advertisers. More specifically, 45% say they’re consuming other media platforms while watching television. On average, TV viewers are involved with four other activities while watching TV. We’ll show you how to leverage front door marketing to your undistracted advantage after first looking briefly at the levels of distraction faced by consumers in the other major media platforms, beginning with TV. It’s called front door marketing – see below. The answer is YES, such a media platform does exist. So how distracted are consumers – your potential customers – on the various media platforms? How much clutter must you break through just to be seen, let alone paid attention to long enough to get a conversion?Īnd does any form of media still exist where you command undistracted attention from your prospects? Whether an actual sale, visiting a website, coming in to your store, calling a number, signing up to receive a free gift – however you define ‘conversion’ on a particular ad campaign – making that conversion depends on getting and holding their attention long enough to generate some form of action. ![]() It doesn’t matter what type of conversion. Successful advertising depends on getting and holding attention long enough to generate a conversion. Plus: How to Leverage the ONLY Remaining Undistracted Form of Advertising Media
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