subject: Impact And Power Of Consumer Multi-tasking In Internet Marketing [print this page] The 21st century is the epitome of fast-paced lifestyle. Almost everyone feels that the 24 hours given to them everyday is not enough to accomplish all the things that they want to do. As more and more people are sleep deprived because of the increasing number of things to do and learn, multitasking has been an international buzzword not only in business and marketing, but also in almost all facet of life. Everyone, including you and me, are all learning how to juggle work, fun, family, studies and even relationships.
The world of Internet marketing is not spared from multitasking -- its power, impact and effects. Marketers of the cyber world are not only trying to juggle different types of Internet marketing tools, such as podcasting, opt-in mailing list, affiliate programs, etc, they are also trying to contend with traditional advertising and fickle attention span of consumers.
Figures from eMarketer, an online market research group, show that over 25% to 30% of the media time of consumers is allocated to media multitasking. People, particularly teens, use several media tools simultaneously. This study shows that the ability of consumers to absorb or digest ads might be compromised because of media multitasking.
Although many do not pay attention so much on consumer multitasking, this phenomenon actually affects Internet marketing. Because of multitasking, online marketers should be more aggressive and must find more ways to strongly push for the products and services that they are offering because they do not only compete with other Internet marketers, but also with traditional mass media as well.
Of the 147 million adult Internet users in the United States in 2006, almost 103 million admitted to viewing the television while surfing the Net, according to figures from eMarketer. Moreover, above 50 million said that they peruse magazines while online, and about another 90 million conceded that they have their radio on while using the Net. Based on the figures, we can deduce that some even read magazines or newspapers, enjoy listening to the radio and view the television simultaneously, while exploring the Internet.
Impact of Consumer Multitasking
The study should be a wake up call to all advertisers, regardless of what media they use. Since consumers' attention is being shared by different advertising venues simultaneously, advertisers and marketers must pay more attention to what catches the attention of their target niche.
For Internet marketing, which is relatively a neophyte in the marketing field, promoters over the net must learn to study their target or niche market well. It is enough that you are familiar with your target niche, but you must constantly exert more effort in knowing them a little better. Remember, if you know your target market well, you will be able to offer them the things that they are interested in and need.
Consumer multitasking also show that Internet marketing has not fully captured Internet users' attention. If people use several media tools at the same time, it means that there are so much more that Internet marketers should do and discover in order to fully capture consumers' interest.
One thing that can be gleaned from the report is that Internet marketers should also not be content with using just one Internet marketing tool. As a cyber promoter, you must know how to take advantage of all the possible venues available to you over the Net. You must also learn how to multitask. Aside from having just a website, you must be abreast with new innovations and technology available on the Net. Because if you just rely on one marketing strategy, chances are you will not be able to hold the interest of your desired target market. Make use of blogging, podcasting, forums, squeeze pages, and other possible venues where you can express your opinion and get your marketing pitches across.
Power of Consumer Multitasking
Internet marketers should not view consumer multitasking as all negative. In fact, online advertisers should approach media multitasking both as a challenge and opportunity. The study does not only impact Internet marketing, but it also affects conventional advertising media.
Thus, as a net world marketer, you must convince traditional marketers of the need to strengthen their ads with the use of Internet marketing tools. You must be able to convince companies that just usually use newspaper, radio or television ads in promoting their products or services to also make use of your services as an Internet marketing specialist, to make waves over the Net. In order for advertisers' message to come across consumers effectively, they need to use not only traditional media, but also the World Wide Web.
