Local broadcasters expanding their sales efforts to drive revenue growth from digital platforms should realize their customers are trying to do exactly the same thing. How can broadcasters grow their own revenues by helping their clients achieve incremental growth of their own from digital platforms?

Consumers are continuing their evolutionary ways for integrating traditional and digital media into their lifestyles. Increasingly, consumers are forming different kinds of relationships with their media and developing a continuum of experience across platforms. Content consumed on broadcast platforms now morphs into consumption of that same and other content on desktop, mobile and player devices.

As audience change their relationships with and uses of media, marketers also are changing their behaviors by leveraging cross-platform synergies to create end-to-end consumer experiences and maximize revenues.

According to McKinsey, while traditional marketers spend about 60% of the budgets on paid media placements, active digital marketers spend about half that amount. Digital marketers also spend about 50% of their budgets on content compared to only 20% for traditional marketers.

Advertisers tend to concentrate their media and marketing budgets on up front brand marketing and promotions at the point of sale. Incremental revenue can be increased by 10%-20% by creating a continuity of consumer experience across the purchase funnel from (1) Capturing traffic; (2) Engagement; (3) Qualify leads; and (4) Conversion and loyalty.

As shown in the chart below, McKenzie summaries the experience of three of their clients who made efforts to coordinate customer experience to drive customer loyalty and sales conversions. (Note: the full article is available free upon registration at www.mckinseyquarterly.com).

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