哪一種傳播模式對於傳統電視與網路影片觀眾的消費行為影響程度最大、關連性最強、結合綜效最高、進而可促使廣告投資報酬率最大呢?從關鍵分享報本次引述的eMarketer調查結果中可看出,對於傳統電視的閱聽觀眾而言,最有影響力的分別是電視廣告與口耳相傳的口碑;至於網路影片的觀眾,則是以口耳相傳的口碑與搜尋引擎的影響較大。
由此延伸思考,聰明的企業主若能掌握關鍵,積極地將Online與Offline的資源整合,促使每一波高預算的TVCF都能結合網路口碑和搜尋引擎二大行銷平台,則能有效強化與消費者的溝通,確保消費者更易於在短時間內了解該品牌的價值。如此不只能使行銷資源達到整合效益最佳化,並能加速消費者產生行動或完成購買行為,達成企業主行銷的最終目的。
引述原文
Online video viewers were most likely to
discover content and decide what to watch based on conversations that took
place either in person or over the phone, according to the 「How People Use Video
Navigation」 report. Traditional TV viewers were most
influenced by TV ads, but verbal word-of-mouth ranked second for them as well.
Social media was significantly more influential for discovering online viewing
than traditional TV viewing, but still did not come close to real-life advice.
「We see a variety of important,
often untapped opportunities for leveraging the ways people learn about and
decide to watch video,」 said David Tice, vice president
and group account director of Knowledge Networks, in a statement. 「And, with online video, one sees the possibility of placing too much
emphasis on social media sources, such as tweets from celebrities, as direct
drivers of viewing.」
Video Viewers Spread the Word
Not all conversations
are created equal
Word-of-mouth is the top influencer for
just about everything consumers do, and many social media marketers take that
as an encouraging sign. After all, social media are about conversations. But,
at least when it comes to video viewing, online dialogue is not as valuable as
what Knowledge Networks refers to as 「verbal」 word-of-mouth.
Methods Used by US Video Viewers to Choose
Videos to View and Viewing Platform , 2009 (% of respondents)
Search engines played a bigger role in
online viewing than social media, as did TV ads and stories and reviews on both
the Internet and TV. Internet reviews had about twice as much influence on
online video viewing versus television viewing.
Knowledge Networks also found that 56% of
online streamers of full-length TV programs or movies are viewing 「purposefully」—that is, heading
to the computer with the intent to watch something specific. That』s somewhat higher than the proportion of TV watchers, at 44%. Just
22% of online amateur-content streamers are purposeful viewers.
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