Users prefer television. Users prefer mobile devices. Actually, both statements are true. A recent study conducted by Yahoo revealed that a hefty 80% of respondents used their mobile devices in tandem with television viewing. Popular opinion holds that one nurtures the other. Indeed, such multitasking points to a creative synergy between web and TV marketers. Nevertheless, a certain risk lurks in this mix – dual medium multitaskers may well be more focused on television content than on the online messaging. And that prospect raises more than a few eyebrows among web marketers.
So, is it possible for marketers to give their web messages enough power to command equal attention with the tube? Absolutely. The secret for striking this much-needed balance is contained in these three strategies.
- Create Consistency. Users often use their mobile devices to get additional info about an ad they saw on television. Therefore, marketers would do well to incorporate online references to the commercial. This creates a brand connection between the web content and TV content.
- Invest in Social Sites. According to surveys, more than half of all consumers connect with a social network during TV viewing. A few well-placed ads on a social site will go a long way to engaging these people.
- Give Good Directions. TV commercials should direct users to desired online destinations, such as your Facebook page. Marketers can make this experience even more valuable by pointing consumers to something special, such as a web contest or new app.