Consistency is still crucial

Your article on keeping the message consistent (MW 11 March) raised some pertinent points. The overwhelming feeling at last month’s Marketing Week Brand Summit conference was that organisations are still not placing enough importance on understanding how the modern consumer now lives their day-to-day life. Yahoo! pointed out that 12% of 16- to 34-year-olds now use their mobile phones as their main media channel (ahead of TV and the internet) and that this figure will only grow.

Since purchasing behaviour and shopper mindsets differ from category to category, the role of each channel must vary accordingly. Online channels are not merely a conduit for conscious and reasoned research behaviour; they may also act as a channel to reinforce subconscious awareness and perceptions of products in platforms where little conscious purchase decision making occurs.

Ian Addie, research and development director, Nunwood

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