More great insight from eMarketer related to the growth of mobile shopping and the ubiquitous nature of digital portability.
In short, the Always On state of mind results in a longer consumer decision journey and shopper path and a greater conscious and unconscious shopping mindshare due to permanent consumer connectivity and exposure to marketing and sales messaging.
YuMe and Millward Brown Digital have released an infographic detailing best practices for advertisers looking to adapt TV commercials into strong, engaging, interactive digital ads.
Their advice (based on their joint research) is surprising.
In short, interactive changes to existing TV advertising results in better online ad discovery and message takeaway whether the ad was engaged with or not. So don’t be quick to just move your existing video advertising online or to create new video assets. A few tweaks and modifications to your existing assets may be all you need to do to create an ongoing connection and familiar theme with the Always Connected consumer as she moves from TV to smartphone to tablet to desktop.
When properly understood, digital disruption should terrify companies.
Unfortunately, convincing senior management to face digital disruption aggressively is not easy. Forrester Research‘s latest video explains why and how not being aggressive will leave too many left behind — replaced by innovative upstart disrupters who take advantage of established business models and steal consumers and profit away.
Forrester offers three seemingly simple solutions that are unfortunately adopted by too many too late.
- Look through your customers’ eyes. Don’t build a future — build the next thing people really need and that future will find you.
- Improve the total product experience. Don’t rely on what’s worked but rather innovate based on how digital consumers behave and what they expect.
- Change the culture. Throw out analysis paralysis and the status quo. Identity customer needs, rapidly test and deploy solutions, measure your executions, and do it all over again.