Last week I attended Screen Australia’s launch of their report What to Watch? Audience motivation in a multi-screen world. While the report is an analysis that relates to Australian content and the screen sector, it is also useful to review the report’s findings in light of the generational shift that is occurring and the marketing and promotional insights afforded to other sectors, including small to medium businesses.
One interesting point relates to why people watch certain content on television. While the report noted that 95% of all age segments surveyed watched a feature film, drama and/or documentary on television at least monthly, all groups cited the most common reason for doing so was that it just happened to be on.
Does this mean that if you can get your content in front of people it will be passively watched in the home? If people are happy to passively watch content on television does the same apply for advertising?
In relation to watching feature films online, the most common reason cited for doing so was that it was “the easiest” way to watch it. This was particularly relevant for the group that were defined as “connectors” in the report. These people are described as “typically affluent, modern people who are generally younger, live in the city and are highly engaged with the digital age”.
In a world where people are bombarded by marketing and promotional messages, the key to consumer engagement appears to be making it easy for people to get access to your content, whether it is related specifically to film and television or to other goods and services.
For small to medium business making it easy could relate to utilising multiple platforms of communication to interact with clients and the wider community. These platforms could include a dynamic website, a branded you tube channel, an interesting blog or effective social media pages. It could also relate to getting out there and telling your story in person. Aggregation is also relevant and this relates to possible links or collaborations with other businesses that provide the total solution for customers.
People are time poor and some of the findings of Screen Australia’s report highlight they have a desire for simplicity when it comes to viewing content on the television and Internet. The same principles should be applied when marketing and promoting goods or services to a population weary of spin and hyperbole.