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Consumer is looking at televisions in a store in El Segundo, California. Maybe the Internet is growing, but consumers are still watching TV. (Kevork Djansezian/Getty Images)
Many small businesses have a distinct advantage over larger businesses or corporations from a marketing perspective.
That advantage stems from a small business being able to be nimble and flip a script on a dime. Hence, small business owners should use this reality to their advantage. As you continue to look at and evaluate your marketing/advertising plans, you have the ability to analyze the current market environment and make adjustments quickly.
One advertising vehicle that is still earning its way on many marketing/advertising plans is television.
Television continues to be the most influential medium. Consumers are still viewing several hours per day, and viewing is inclusive of any other device (such as using laptops and smartphones). You may be saying, wait a minute… Internet and mobile are growing rapidly. So, why would consumers see television as the most influential medium?
The answer is simple. Consumers are watching first-run or live events on television and the Internet, mobile or even social media experiences are just enhancing their overall television experience. Basically, consumers are multi-tasking when they are viewing television programs.
Hence, if you are placing your advertising message within a specified series or live event on television and your website or Facebook address is listed in the ad, it is an opportunity to drive consumers to interact with your brand right on the spot. Especially since many consumers already maintain social networking accounts and are providing updates about what they may have just viewed, this is already a behavior and should be manipulated for your benefit. Remember: small businesses are nimble!
By 2012, shipments of smartphones will surpass those of laptops. More and more consumers have voice and data plans with their smartphones. Many consumers, especially the younger generations, consider their data and voice plans a coveted entertainment service. Therefore, smartphones have become a vital entertainment device.Here’s the bottom-line—television viewing isn’t going away. The way it is viewed and on what device is just being transformed. As you continue to seek ways to reach consumers, remember to be open to the possibilities.
Adele Lassere is a marketing/advertising consultant with 20 plus years experience, freelance writer, and soon to be published author of “Elements of Buying: A How To Advertising Reference Guide for Business Owners.” Adele was recently listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising. Contact: lassere@bellsouth.net
