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If you hadn’t noticed, TV and the Internet slowly have been merging. There is a good chance this has already happened in your household, as nothing makes it clearer than the success of Internet-streamed shows such as Orange is the New Black and House of Cards.

The two screens are becoming one.

At first glance, it seems that having the Internet available on television sets would be a great thing for anyone who is trying to market online. On the contrary, this could make it exceptionally hard for small business to compete for a place in this new hybridized marketplace. Content will be the weapon of choice as traditional television networks fight it out with streaming behemoths such as Netflix and Hulu — and this is precisely where the problem lies.

In our last blog we talked about how the power of storytelling can help you get your message shared through social media. We conjured up the image of a caveman telling a story around a campfire. Well, now that campfire is getting crowded with some pretty loud voices. If you want your story heard, you will either have to pick a smaller fire, or pay those big storytellers to let you tell your story to their audience.

Mobilize Your Marketing!
While it may be harder to get on that big screen in the average living room, the great news is that there are a lot of little screens (smartphones, tablets, and other mobile devices) in the room and ready for your content. Many viewers engage with social media while they watch their favorite shows; this is a perfect opportunity to reach them with your message through social media and organic search. However, you will want to be spot-on with your demographic targeting — especially if it is local.

Stay on Top of Online Advertising Opportunities
Whether we’re talking about traditional television networks or on-demand media streaming websites, the business model relies on advertising. In a new hybridized industry competing for eyeballs with Google Adwords, Facebook Ads, and other pay-per-click networks, there could be a lot of opportunities to get your ad (especially a local ad) seen by a big audience at lower rates. Know your demographic, keep your eyes on the marketplace, and you could score big.

Regardless of what changes are afoot, there has never been a more important time to have a mobile-optimized website, be fully engaged in social media, and to know your demographic. Successful marketing has always been about navigating your way through change. But with television and the Internet sharing the same screen, we all need to hold on tight: There is no telling where we are headed.

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