Marketers must meet the challenge of conveying a consistent message as the number of marketing platforms increases.
This is the view of Jane Ostler, Managing Director of media and digital at Kantar Millward Brown, who said a brand message needs to stay “recognisably coherent and relevant” for the audience “as media options expand.”
Ms Ostler pointed out that traditional media is still an important part of the wider marketing mix, with TV proving especially effective at driving awareness and perception.
However, she stressed that all media channels play an important role in growing brands, while marketers cannot afford to “ignore the changing behaviours of consumers.”
For instance, she stated that people from Generation Z are now in their late teens and “have almost grown up with a smartphone in their hands.”
As a result, they need to be “taken very seriously as they exhibit markedly different preferences and behaviours from previous generations.”
“Marketers need to incorporate innovation into their marketing plans,” Ms Ostler commented.
However, she went on to note that marketers are also under growing pressure to “justify the investment.”
“There are now many ways to reach consumers via a plethora of devices and technologies,” Ms Ostler continued.
“The result is that the number of data points in understanding shifts in consumer attitudes and purchase behaviour is increasing, as are the measurement tools required to provide meaningful analysis and evaluation.”
Ms Ostler said this data can be used to gain a better understanding of consumers and target them accordingly, as well as measure effectiveness and optimise marketing activity.
This, she stated, would “ultimately ensure the best return on investment.”
Marketers need to become data experts Kantar UK Insights
