Digital Media gives a hard time to marketers

Marketers must have a very clear line of sight into the media-usage behavior of their consumers, which has been changing quite a bit over the last few years. They need to understand what kind of experience consumers are types of media throughout the day whether they are looking for entertainment or information, or they are shopping or communicating. With that understanding, then marketers should think about the relevance of their brand and their marketing objectives for each of those media-usage occasions for the consumer, says Christopher Vollmer, author of Always On and Booz & Company Partner in an interview with Strategy+Business's summer 2008 issue . The Central topic was media environment is changing and what it means for advertisers and marketers.

He said marketers have to be savvy enough to combine the best of traditional media with digital media and use both in ways that are complementary and at times incremental. By complementary, he means, using media in ways that extend an experience from one medium to another. For instance, a person can find out about a product on television , and the marketer can offer him or her an opportunity to learn or experience more about it on the Web.

The critical trend today is that Consumers want to spend more time in environments in whic they can control how they consume the media. "We are going to see a continued migration to entertainment or information platforms, from video games to video on demand to online media, where consumers choose how they interact with programming and content," the author said.

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