Consider Television in Context of the Modern Customer Journey

In our series on the customer journey we shared how TV has transformed from a broadcast medium one that is best at achieving brand lift and share of voice to something elseamp160a datadriven medium capable of refreshing and reinforcing messages to specific segments fostering loyalty and advocacy educating during the research phase and selling products amp160In this last part we39ll illustrate how data helps drive results especially when also tapping TV39s emotional power making it key to today39s media mixThe Power of Digital TVAdvanced TV utilizes datasets to reach consumers on the big screen at home as they research and set their buying criteriaamp160 TV indexing uses data science to find correlations in content and consumer interests so marketers can deliver specific messages to the segments most likely to buyamp160 Sequencing messaging via email digital display and Addressable TV instills brand loyaltyamp160amp160These approaches should be used across the consumer journey in conjunction with digital tactics to reach people at the right time with the right messageA company selling an electric toothbrush for instance uses traditional broadcast TV to raise awareness reaching a broad swath of the public some of whom will not be interested in the productamp160 Afterward the toothbrush brand could use data to find consumers with a particular income who recently researched oral care products then target them with Addressable TV ads that compare the toothbrush to competitorsNext the marketer could target ads further to those who appear likely to make a purchase and offer them incentives like a coupon or timesensitive offer through email or display banner adsTV39s Emotional PowerToday TV is still the most emotionally potent medium and emotional connection is important to the customerbrand relationshipamp160 Indeed Nielsen found that ads with a higherthanaverage strong emotional connection prompt a 23 lift in salesWhile other mediums compete for attention TV is differentamp160 In fact WARC research shows TV ads command twice the active viewing of YouTube and 15 times the active viewing of FacebookThe main takeaway for marketers is that TV has evolved into a multifaceted tool that should be used to talk to consumers as they flit between stages of the customer journeyamp160 Because TV is digitalenabled and can share segments with digital its tactics can be paired with digital by bringing more context emotion sight soundamp160and motion to the equation creating a cadence of messaging that leads the consumer to brand loyaltyMarketers can start testing now to see how taking advantage of TV39s full capabilities can boost their return on ad spendClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Consider Television in Context of the Modern Customer Journey

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Consider Television in Context of the Modern Customer Journey

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