We all know great multi-taskers -- you know, those people who can seem to do multiple things at once and do them pretty well. We marvel at how much they can get done in a short period of time and how effective they are to boot. Sometimes we ding people because they can’t multi-task, and call folks out for being too linear and too “one thing at a time.”
And then, ironically, we develop our marketing campaigns and assume that our audience is actually consuming media in a linear way: “they’ll see the TV spot, and then later will search, and then they’ll get to the site…” Because we don’t think of people multitasking with media, we build programs that are wanting and that don’t deliver the best brand experience possible. My hope for 2012 is the healthcare marketers embrace the media multi-tasking of their audience and reward them for it as well.
Via Claude Seyrat