As we know, the media landscape is changing rapidly. Nowadays, consumers are not honed in on one specific medium at a given time. People are on their laptops or tablets while watching TV, on their smartphones while at work and listening to streaming radio content while working out at the gym, etc. This is one reason why it is so important for marketers to utilize a multi-touch approach in their advertising efforts. Because ultimately, people are grazing across multiple platforms on a daily basis and we want to keep our message top of mind and stand out amongst the ad clutter.
The Harvard Business Review recently reported that the average consumer goes through at least six channels before they finally make the decision to purchase a product or service, which supports our theory to use a variety of advertising methods to get your point across. This little tidbit is one reason why, globally, there is a 137% increase in multi-channel digital marketing and up to a 500% increase in brands using display, mobile, social and video marketing simultaneously.
Below is an excellent infographic that explains this theory very simply, along with a supporting article that I found to be very enlightening as it relates to this particular topic.
The key takeaway to keep in mind is, no matter what product you are trying to sell or who you are trying to reach, a multi-touch approach is always best. There is no one-stop-shop, cookie cutter solution to your advertising needs. Get to know your consumer on an intimate level and figure out the best mix of tactics to speak to them. This approach will not only foster an increase in awareness, but will also result in an increase in sales and grow your relationship with your consumers.