New Media Metrics’ Gary Reisman Talks about What Drives Your Shopping Habits! Is it Price, Brand — Both? Or More?
Brand strategy firm
recently released it’s fifth annual 360 Cross-Platform Emotional Attachment (EA) study, indicating consumers’ emotional attachment to all media types rose to its highlest leves in 5 years in 2012. Also, services like Netflix and Hulu were showing up as preferred content platforms (take that traditional and cable media networks!)
The proliferation of digital devices that enable content consumption everywhere is one likely factor for the increase. More than ever before, consumers feel the pull of TV networks, web sites, newspapers and magazines (digital and print), apps and even out-of-home media such as cinema and shopping malls, and they are engaging with media more deeply, according to the data.
Tablets showed the most dramatic increase in EA™ among all media platforms with a 59 percent jump in 2012.
Denise Larson, who co-founded NewMediaMetrics with Gary Reisman in 2004, said, “People have thousands of content choices to consume across various platforms. We went through the digital ‘Newfront’ in April, and we’re still in the middle of the Upfront. Marketers should be asking themselves if they’re prepared on all fronts.”
As a result of the multiple content and platform choices, audiences are splintering into even smaller segments across the media spectrum. However, each media property is garnering more intensely loyal, emotionally attached viewers, according to Reisman.
Recently I was able to sit down and have a conversation with Gary Reisman about the meaning of and depth of information provided in the 360 Cross-Platform Emotional Attachment Study. Essentially it’s about brand loyalty and what it says about you– as a person, consumer, and your demographics: geographically, age, sex and other parameters. It’s about why you might prefer one brand over another -not just in supermarkets or drugstores, but also in all kinds of sectors from telecom to TV and movies, music and lots more. The trick for corporations, PR firms, brands and even emerging companies is how to tap into this emotional attachment and leverage to benefit their company — with authenticity and meaning.
The challenge for marketers is to tap into the media properties and content that are most aligned with their brand’s customers,” Reisman explained. “For instance, if the people who are highly attached to Hulu or Netflix are also highly attached to Burger King, it would stand to reason that a portion of Burger King’s media dollars should be allocated to those platforms. Not quantifying the relative alignment between your brand’s high-value buyers and their various media choices is like chasing your tail in today’s media landscape.”
NMM’s 360 Cross Platform Study aligns the high-value customers of more than 350 consumer brands to the media and content they most intently consume or “pull” to them and view. The ROI is in quantifying and leveraging this contextual alignment
For more information on New Media Metrics, please visit NewMediaMetrics.net
For the 360 Cross-Platform Emotional Attachment study:http://www.newmediametrics.net/splash/services-studies-360.aspx
About New Media Metrics
NewMediaMetrics (NMM), founded in 2004, is a strategic marketing-optimization company that helps marketers increase revenues by redeploying resources toward marketing efforts most valuable to their core customers. NewMediaMetrics helps marketers and media companies improve their ROI by “LEAP-ing” – Leveraging Emotional Attachment for Profit. NewMediaMetrics’s proprietary, predictive LEAP™ Platform identifies and targets high-value, revenue-producing customers with messages and media predicted to perform best — re-allocating resources and investments toward initiatives that will optimize results.
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