In its just-released research study EUROPE LOGS ON – European Internet Trends of Today and Tomorrow (April 2009), Microsoft projects that “based on current growth trends, Internet consumption will outstrip traditional TV in June 2010, averaging 14.2 hours per week against 11.5 hours for TV”. Yes, that’s just June next year, just over twelve months away as we write this.

How is that possible? The Microsoft report delves into recent European Internet statistics and mounts a strong argument, going on on to observe that:

“The demand for non-stop connectivity will fuel the migration of online services from the PC onto other everyday devices – resulting in a shift towards seamless PC, TV and mobile experiences. Soon, it won’t matter what device you use to connect to your digital world – people will be able to communicate and get access to information on demand, anytime, anywhere.

“To continue to make the most of digital media and to engage with this digital generation, advertisers need to adopt new marketing strategies that create a conversation with the consumer, provide entertainment and fully embrace the new opportunities made available by technological innovations.”

Microsoft’s specific advice to advertisers attempting to engage in the digital arena:

1. Understand the environment
   Put the message into the right context. Research from Microsoft Advertising emphasises the need to overlay time, place, mood and motivation as digital is unique in delivering on so many different motivations and moods (Context Matters, November 07)
2. Move away from ‘push marketing solutions’ and join the conversation
   Information distribution is today driven by consumers and user generated content has given people a voice online. Digital is the only channel which can offer real-time conversations between brands and consumers – being at the same time both intimate and anonymous. Advertising that encourages interaction, input and community with this digital audience can help drive understanding of, and is more likely to be successful, in shaping consumer sentiment towards a brand, or having a direct impact on a new product launch for example
3. Reach out to the ‘creators’
   Identify the new ‘super influencers’ who are making the most of social media tools including blogs, video and podcasts. Online is the “point of influence” for many purchase decisions and the place where many brand associations are now being built or deepened. Recent Microsoft Advertising and Synovate research found that half of all 18-24 year-olds either review or offer opinions about products or services online
4. Provide content that is relevant, engaging and personalised
   Ensure advertising really appreciates this new role of the consumer as a “self regulator” – actively choosing content and messages relevant to them. Consider developing innovative and strategic marketing campaigns that go beyond traditional advertising formats. For example, rich media and audio/video which allow the creative community new ways to deliver emotional brand impact in the digital space.
5. Don’t bolt on digital
   Impactful and effective advertising content requires careful consideration and planning. Digital needs to be an integrated part of an advertiser media plan and marketing strategy. Embrace technology which is at the centre of enabling better integration of digital into the broader communications planning process.

All good advice as far as it goes, but our research indicates that marketers are out of their depth and unsure how to tackle most of the above five suggestions. We have a whole lot more to say on the subject in the current edition of MARKETING RAG. Subscribe now and we’ll send you that edition.

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