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According to the BIGresearch latest Simultaneous Media Survey, the only way for people to keep up with the deluge of media options is to multitask with other media. Specifically, says Gary Drenik, President of BIGresearch, "TV's influence on consumers to purchase products declined, whereas new media options such as web radio, satellite radio, instant messaging and blogging all increased. Consumers seem to be seeking information from digital platforms while TV has traditionally been viewed as a brand building medium, which isn't providing the requisite information."
Media that can target, be timely, and deliver value to consumers, such as coupons/direct mail, radio, yellow pages, newspapers and newspaper inserts all increased in influence to purchase as consumers are looking to stretch budgets in a slowing economy.?More key findings from the study include:
The top three Media for triggering an online search are:
"Unfortunately for marketers faced with the challenges of an uncertain economy and the need to increase marketing ROI, new media options are impacting how consumers use traditional media, " concludes Drenik
More information is available from BIGresearch here.