Changing Media Habits
There are three elements to building a brand:
Focus defines that one differentiating and powerfully compelling quality that makes your brand razor sharp, cutting through the clutter while making your brand known and remembered.
Connection establishes the “voice” or message of the brand, making it the preferred choice over the competition.
Harmony works to identify and then develop a series of branded touchpoints that establish trust between your brand and the consumer.
As you work to build your brand, who you talk to (focus) and and what you say (connection) starts to solidify and where you put the message (harmony) becomes the priority.
It used to be easy. Back in the good old days, we could run ads in newspapers and on tv and sales would follow. But times have changed. Business Report shared a recent survey of the media habits of Louisianians:
The latest results from the 2012 Louisiana Survey shows that—for the first time—state residents are getting more of their news about state politics and public affairs from online sources than from print. Of the survey respondents, 22% said they turn to online sources as their top source for the news, while 14% said the same of print publications. Nonetheless, TV is still the king, though its grip appears to be loosening. While 61% last year said TV is their No. 1 choice for news, that number slipped to 56% in this year’s survey. “The increase in online usage isn’t surprising, but reminds us that media literacy is a potential concern in Louisiana,” says Jerry Ceppos, dean of LSU’s Manship School of Mass Communication. “With the proliferation of online news sources, many people don’t know how to differentiate reliable sources of information from those that aren’t so reliable. Sorting through the wheat and the chaff is very difficult.” Not surprisingly, the survey also shows that younger respondents are more likely to identify the Internet as their primary news source. Of 18- to 24-year-old respondents, 30% cited online news as their top source, while 39% of 25- to 34-year-olds said the same. Just 6% of those age 65 and up said they turn to the Internet for their news more than elsewhere. Perhaps most disturbingly, 32% of respondents said they don’t know whether the websites they use for news content are run by legitimate news organizations. The Louisiana Survey annually aims to serve as a barometer of statewide public opinion on a number of issues. The overall survey included 731 randomly selected respondents, who were polled via phone. Complete survey details, results and methodology can be found here.
As the media universe has expanded we have more ways to reach consumers and better opportunities to connect with them. Now, you have to focus on how to integrate your message into these new tools.