Mobile

The digital landscape is increasingly more complex, which makes it even more important to focus on building strategic, integrated plans that leverage paid media to enhance owned media and elevate earned media. Below is a great article that effectively speaks to focusing on this multi-channel approach vs. focusing on individual devices and channels alone. Along with this integrated approach, effective branding is imperative; it’s the glue that ties it all together. Read More: Balancing Paid, Owned and Earned Media a Must for Multichannel Market

Consumers spend more time with digital vs. traditional media. Digital is magnetic. In the last five years, internet usage has risen by 121%, while offline channels (TV) either declined or remained constant. Key contributors to this growth include increased usage of mobile and social media as well as a shift to more online shopping experiences (nearly two-thirds of consumers shopped online in 2010).

I recently attended a MRCC (Media Research Club of Chicago) event with special guest, Bill Tancer, author of “Click: What Millions of People are Doing Online and Why it Matters.” Mr. Tancer provided a very entertaining and insightful look at online consumer behavior. Read more for a few highlights: