Pew Research Center’s Internet & American Life Project latest research finds the majority of Americans now own smartphones. That’s the majority of ALL Americans — not just those with mobile phones. In a nutshell, this means the majority of Americans now have the power of search and content and sharing and social networking at their fingertips any time they desire. Always on. Always connected.
How do effective marketers efficiently manage their media mix without full attribution modeling? The short answer is they can’t.
With consumers (and marketers) attention spread widely over television, radio, print, mobile, social, website, display, native, search, and email media, full attribution modeling is no longer a theory or a luxury. It’s a necessity.
Unfortunately, recent research from Econsultancy and Adbobe shows how far we have to go to getting there.
Unless and until each of the medias represented in the chart are ALL included in attribution modeling, agency and marketing recommendations of how to split medias and budgets will be a guessing game. And that’s not very efficient.
The supercomputers most people carry around in their pockets now enable consumers to broadcast and share good or bad things about your brand at all times. Ignore this at your own risk. Find more great insight at The Naked Brand.
The Coca-Cola Company’s Jonathan Mildenhall (and the animation studio Cognitive Media) explain how TCCC are transforming one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives.