June 05, 2014

Nickelodeon is all about fun contentbut when it comes to understanding its audience, there's nothing the TV network takes more seriously.

Nickelodeon goes where its audience tells it to go. That may sound like a recipe for chaos, but what is actually does is allow Nick to market from a position of powerbecause consumer insight is the foundation of solid marketing strategy.

If you don't know who your target audience is and where they play, the quality of your content is akin to the proverbial tree falling in the woodsit doesn't matter because no one is consuming it.

Considering the growing platform agnosticism of consumers in generaland of Nickelodeon's core target of 6- to 11-year-olds in particularthat might seem like a tall order, but Nick's CMO Pam Kaufman has these words for marketers who might fear the plunge: It's not complicated. Start with great content, know where the consumer is, and create activations across platforms.

Omnichannel marketing might feel complex because of the continually evolving tech landscape, but it's really just a matter of being smart and picking your battles.

Be on the platforms that make sense as they become available; if consumers are there, we've got to be there, says Kaufman, who took a few moments to chat with Direct Marketing News before her keynote presentation at the Brand Activation Association's Marketing to the Omnichannel Shopper conference in NYC.

To be a meaningful brand today you need to have a mobile strategy and a social strategy, which also has to connect to your overall digital strategy, Kaufman says. But we can't be everywhere all the time, so it's about listening for the drum beats and seeing if they're worthy of making some noise around.

The fluidity of Nick's content is no accident. There is no expression of Nickelodeon's TV presence that doesn't make its way, in some form, to other platforms, particularly digital, social, and mobile channels. And throughout it all, Nick tracks consumer behavior on an ongoing basis.

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