The digital era has significantly altered marketing strategies. A notable phenomenon that has captured the attention of marketing experts is multitasking media (MM).
Prof. Wirawan Dony Dahana from Osaka University states that, from a psychological perspective, the ability to multitask is influenced by age and gender. Women, for instance, are generally more skilled at managing several tasks simultaneously.
However, multitasking also has negative impacts. Research shows that multitasking can reduce the quality of information interpretation and memory ability. Divided concentration can hinder deep understanding, and marketing messages may not get through. This was conveyed to Wirawan when he was a speaker at the “MSM DSM Lounge” SBM ITB (27/2).
According to Wirawan, Multitasking Media (MM) is a human activity using various media simultaneously. MM is an important tool in digital marketing. Advertisements that appear while someone watches Korean dramas or football matches are examples of MM.
MM has positive and negative effects. The negative effects include decreased attention to ads, comprehension of advertising messages, and brand recognition. However, MM can also increase positive attitudes toward ads by reducing counterarguments.
“MM can be both positive and negative, depending on the context,” said Wirawan. “The key question is: what type of context is most effective?”
Wirawan then elaborated on the motivations behind MM’s behavior, which include information seeking, social enjoyment, efficiency, the need for control, involvement, and assimilation. He categorized these motivations into three main groups: efficiency, control, and information.
Wirawan’s research used data from Japan, involving more than a thousand people and tens of thousands of sessions. He found that the habit of watching ads correlated with product purchases. In addition, high control motivation also increased the likelihood of purchase.
“For online stores, it is important to measure consumer motivation when they visit the store,” said Wirawan. “That way, we can provide appropriate services.”
In addition to MM, Wirawan also asked marketing practitioners to pay attention to electronic word-of-mouth (E-WOM). E-WOM is divided into two categories: positive and negative. Despite being negative, E-WOM still attracts consumers’ attention because of curiosity.
Negative E-WOM, especially those triggered by feelings of injustice. Empathy and fairness are important factors in E-WOM. When consumers feel unfairly treated by a brand, they will respond with empathy and a desire to punish the brand.
Wirawan’s experimental research shows that previous positive attitudes toward a brand can influence empathetic responses to perceived injustice. He even suggests that brands use negative E-WOM to increase consumer awareness, especially media multitasking (MM) and electronic word-of-mouth (E-WOM).
Participants were invited to gain a deeper understanding of the two concepts presented in the session. This session offered valuable insights for attendees. Demetrio Jesu, a student in MBA Young Professional 72 A, found the session beneficial for expanding his marketing knowledge. Balqis, a student from MBA YPA 71A, was intrigued by the idea that negative responses can be beneficial to a company. Meanwhile, Rhesa, a student in MSM 24, appreciated the blend of quantitative and behavioral marketing.
“This session was very informative,” Rhesa remarked. “I hope to attend additional marketing sessions.”
