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Are you a media multitasker?

Media mulitasker - the latest buzz words for people who watch TV and use the internet simultaneously.

Data from the European Interactive Advertising Association (EIAA) suggests Europe is turning into a continent of media multitaskers and that this breed of consumer acts very differently to those who do not use multiple media at the same time.

The media multitaskers buy more online compared with those who do not media multitask and are more likely to change their mind about a brand following online research.

It is not just young consumers that are becoming media multitaskers, but all age groups, and businesses that acknowledge the ways online media is being consumed will reap the rewards.

EIAA's Tips for Brand advertisers

1. Embrace convergence

   Consumers are increasingly meshing their media and accessing more information and performing a greater number of tasks online.

   Media multitaskers are more active and engaged online than others and by better understanding the nuances of their behaviour; you can adapt marketing strategies and benefit from more effective targeting of a prime audience - particularly when developing multimedia campaigns.

2. Socialise campaigns

   As more media multitaskers communicate via social networks and establish their virtual presence online, there are a growing number of routes you can use to target them. It is important, therefore, to make sure your creative messaging and campaign is consistent across all platforms and online elements.

3. Think creatively in context

   With the simultaneous consumption of TV and internet, media multitaskers will have more brand messages fighting for their attention. It is important to ensure that campaigns are eye-catching and inventive, but most of all relevant, to stand the best chance of achieving brand stand-out.

4. Tap into new technologies and trends

   Media multitaskers are technologically savvy and likely to be early adopters of new technology. To develop campaigns that appeal to this market, it is important to stay on top of what trends are 'hot' and how they might evolve in the future.

5. Location, location, location

   Media multitaskers are leading the way in the development of mobile internet devices and are accessing the web from a widening spectrum of locations and handsets. Bear this in mind when developing campaigns - the opportunity is there to target media multitaskers via the online medium while they are at a fixed point or on the move.

6. Timing can be everything

   While they are heavy users of the internet generally, media multitaskers are most likely to go online during the evening. This is worth bearing in mind when planning the execution of a campaign as they are a captive and engaged audience.

7. Understand how the media multitasker and their use of media is evolving

   The media multitasker is already a heavily engaged internet user and it is important for advertisers to understand how their simultaneous consumption of media is evolving and becoming more complex. The internet now offers a much more varied environment where multitaskers are making the most of information, communication and commerce opportunities.

8. Communicate to convert

   Media multitaskers are heavily influenced by "word of web" (word of mouth online) and look to the websites of well-known brands, price comparison sites, expert comments and reviews online to provide them with the information they need to form an opinion - especially when looking to buy online. It is important that your brand, product or service has the right online presence and is well represented in internet conversations because this will help drive sales.

9. Monitor and manage brand reputation

   The rise of 'word of web' gives media multitaskers more power to communicate their own thoughts and opinions online and means that brands can be both heralded and criticised more easily. It is therefore important to be aware of how your brand is being represented and discussed online and to learn how to manage this effectively.

10. Look for learnings

    Online advertising benefits from its ability to be targeted, timely and relevant. Brands are increasingly pushing the boundaries of creativity, innovation and results through effective internet marketing. Look at how others are using the internet for inspiration.