In this fragmented and disparate cross-channel marketplace, it’s important for marketers to "explore" the farthest reaches of online space while also rememberng what "civilized" life looks like for the ordinary consumer. In other words, when marketers are considering options for their cross-channel marketing strategies they must ot only think ahead, but also maintain a connection to how today’s consumers are behaving and reacting online.
We all know that marketers have pretty strong opinions about where their time and resources should be invested, but it turns out that consumers do too. The only problem is the two groups don’t always agree. Because marketers tend to be on the bleeding edge of adoption and innovation online, they often place a higher emphasis on emerging channels than consumers. When it comes to investing a brand’s marketing time and resources, newer isn’t always better.
Learn more about the differences between marketers and consumers in our newest research report, Marketers From Mars.