Thursday, June 07, 2012

The Irrelevancy of Reach


Perhaps it was best proven by the fall of Facebook.  Billions of users.  Tons of reach.  Share price dropping.

Perhaps it’s in this fact, posted by Seth Godin today.  One percent of the visitors to a website click a button to find out more.  And then, of that 1%, perhaps 1% goes ahead and takes more action. 

One percent of one percent.  Not good.

The answer from media agencies?  Increase reach so that the base from which that 1% comes from can be larger. 

Really?   Is that the best we can do?

As Godin says, “The thinking goes that if a big audience is getting mediocre results, a huge audience is the answer.”

As Apple used to say, “Think different.”

What if we replace reach and frequency as the coin of the realm with engagement and involvement?

Reach and frequency after all, only offer people the opportunity to engage.  As Godin says, 1% actually takes advantage of this opportunity.

Then what?  Once 1% has engaged, how do we measure success?

That’s where involvement comes in.  Involvement measured as time spent with the brand.

It’s a proven fact that in stores, if you pick up a product off the shelf, the likelihood of you purchasing that product increases.

Can this information translate to the digital shelf?

Does the likelihood to buy increase the more time one spends with the brand?  If all thirty seconds of a thirty-second commercial are viewed, do the chances of being persuaded by that commercial increase?

Most advertisers would argue yes.

Reach and frequency are being made irrelevant by data that says only 1% do anything upon seeing an ad.

Attribution studies abound, trying to prove that the other 99% of the media spend is not wasted.   Fine.   But a large percentage of that media spend is wasted.

We know how many people engage with a brand online.  We know how long they’re involved with a brand for.  Correlate time spent with the brand to sales.

If the correlation is direct, then the job of any creative is to get that 1% to stay with the brand longer.

Not only will more time spent incease the brand's chances to convince people that their brand is better.  It will, at the same time, reduce the amount of time a person has to spend with a competitive brand.

Buying GRPS, focusing on reach and frequency, is a fool’s errand on the digital platform.

Engage and involve.  Not reach and repeat.

It's time to get relevant.

1 comment:

  1. Time changes every thing, This is a natural thing to happen.

    ReplyDelete