A study by Experian informs us that "when Americans want to escape, the last place they'll turn it to the news." So...do you reckon it could be because the news these days is filled with things like this, this or this?
Anyway, the take-out of this is that news programmes, magazines or websites are now less effective places to get your marketing or ad messages across - consumers are simply not in the 'buy' frame of mind when listening to the crashing sounds of the world economy (check out Latvia's solution to media pessimism!).
Experian identified five components for the media to be effective when it comes to engaging consumers: being inspirational, trustworthy, life-enhancing, having social interaction and providing a 'personal time out.'
Though news media scored high on providing social interaction (ie you talk about what you see with friends and family), not surprisingly it didn't provide that time-out or escapism. The result is that 28% of consumers are influenced by ad messages that they see in news media, compared to around 40% for other forms of media.
Get onto social networks. Be happy and put on the pounds!
The conclusion for marketers, especially ones selling lifestyle or FMCG products, is obviously to focus more efforts on media that promotes escapism - glossy mags, entertainment media and also social media.
The latter, especially since as other studies released over the past few days show, virtual friends and networks are not only effective at spreading happiness they also make you fat. Happiness + weight gain....confectionary manufacturers take note!
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