Yes, I get it. There are still more people watching news on TV than reading them online. For the same shows, more TV viewers than online viewers. The same goes with sports, movies, music…etc. Therefore, should marketers continue to put more focus/effort into TV commercials than Internet/digital marketing? Absolutely not.
Assuming you are counting on your audience to spread your messages, here are two reasons why if you had to choose between TV and web marketing, you would almost always go with the latter.
1) The type of audience is different: Online people are much more willing to adopt, accept, discuss and spread new ideas/technologies. TV people, very unlikely to change their behavior and more likely to just stay the course and do what they have always done.
2) The platforms are different: Internet is simply filled with too many tools(social media, emails, chat rooms, etc.) for people to almost effortlessly create the viral effect. When was the last time someone recorded a TV commercial and showed you on his television set?
Britian’s ITV made exactly $0 in profit off of Susan Boyle’s YouTube video even after an estimated 100 million views on the Web. But it sure turned Ms. Boyle’s life around, didn’t it?
My question: when are these “traditional” companies going to realize that change is a necessity instead of an option?
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