Much as the world itself is constantly changing and evolving, so is the landscape of advertising and marketing. Once upon a time—and still to some extent today—the pinnacle of marketing for a company was to attach its name to a popular radio or television broadcast. Consider how after the 1938 debut of Orson Welles’ War of the Worlds, the host radio program, then called The Mercury Theatre, attracted Campbell’s Soup as a sponsor and became The Campbell Playhouse. This weekend, the annual Army-Navy football game will be proudly presented by USAA, a company that offers financial and insurance services to members of the armed forces and their families.
Name repetition, however, is not enough for most consumers. Companies have quickly begun to realize this, and while Cartoon Network programming will probably always be sponsored by toy companies and cereal makers, marketers have shifted their primary focus toward other avenues. Today, the modern consumer spends several hours per day engaged with a mobile device, including smartphones and tablets. This means that companies must have a plan for reaching prospective customers in a manner conducive to a mobile lifestyle.
Understand Your Target