Public Relations & Social Marketing Insight

Participation in, or intimacy with, an engagement idea is not an end in itself. Through the creative platform, we must encourage a person to do something that leads to sales - learn more, buy more, use more or tell (advocate) more. The success of creative is measured by its effectiveness in changing behavior through this shopper journey.

This post argues two basic points. First, and contrary to conventional "digital eco-system" thinking, both traditional and new media are useful at each stage. And, second, the decision making process -- and media needed to stimulate behavior change -- depends on category type...

Global Web Index (GWI) has released their annual report detailing the difference in media consumption behaviors from consumers. It examines how media consumption is evolving globally, across age groups, and between countries. It also gives insight into how traditional media forms, like radio, television, and press, differ from those online.

Consumers were asked to estimate how much time they devoted daily to the following activities: internet usage (PC, laptop, tablet), television, radio (traditional or online), press (traditional print and online), gaming (via consoles), and social networking.

On a typical day, internet users now spend over six hours online.

Smartphones are becoming ever more prominent within this; since 2012, daily time using the mobile web has jumped from 1.24 to 2.01 hours, with the share of internet time captured by smartphones rising from 22% to 33%. In regard to age, 16-24s are the heaviest daily users of the mobile web, clocking up 3.25 hours.Compare this to the 55-64 age group who only clocks a modest 0.58 hours and we can begin to understand why mobile usage is on the rise: the younger generation enjoys their mobile devices....