Here’s a story that has two implications for US marketers.
The New York Times reports that “technology has shaken up plenty of life’s routines, but for many people it has completely altered the once predictable rituals at the start of the day.
“This is morning in America in the Internet age. After six to eight hours of network deprivation — also known as sleep — people are increasingly waking up and lunging for cellphones and laptops, sometimes even before swinging their legs to the floor and tending to more biologically urgent activities.”
So here are the issues that marketers – especially food marketers - have to face:
1. If consumers are turning to the Internet instead of newspapers first thing in the morning, how does that affect marketing programs that previously have been effective at reaching that shopper? If they’re not reading the paper, they’re not seeing FSIs or full page price ads. Which means that these kind of expenditures may increasingly be a waste of money.
2. How is this change of habit affecting how and what they eat for breakfast?
The New York Times reports that “technology has shaken up plenty of life’s routines, but for many people it has completely altered the once predictable rituals at the start of the day.
“This is morning in America in the Internet age. After six to eight hours of network deprivation — also known as sleep — people are increasingly waking up and lunging for cellphones and laptops, sometimes even before swinging their legs to the floor and tending to more biologically urgent activities.”
So here are the issues that marketers – especially food marketers - have to face:
1. If consumers are turning to the Internet instead of newspapers first thing in the morning, how does that affect marketing programs that previously have been effective at reaching that shopper? If they’re not reading the paper, they’re not seeing FSIs or full page price ads. Which means that these kind of expenditures may increasingly be a waste of money.
2. How is this change of habit affecting how and what they eat for breakfast?
- KC's View:
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Take it from someone who, while he loves newspapers and still gets the New York Times delivered each morning and reads it cover to cover, goes online way before he opens the paper…both of these concerns are valid ones.
I simply don't see newspaper ads. (By the time I open the times, I’ve scanned the business sections – and a lot of other sections – of some two dozen papers…so the ads rarely capture my attention.)
And breakfast has to be something that doesn’t drip on the keyboard.
I may be a radical case, but I don't think so.
