The Streaming Service Takeover
This isn’t counting YouTube, Microsoft’s streaming service, Hulu, or the new DC Universe. Podcasting has taken over and there are just as many podcasts on iTunes and Spotify and there are songs.
To top it all off, Disney is releasing its own streaming service next year. And people are responding. Cable and satellite services are being cut faster than ever before.
What does this mean for marketers? Keep reading to find out.
Traditional Advertising is Waning
TV and radio ads are not the way of the future. But this doesn’t mean you’re out of options.
Video ads can be placed on Twitch, YouTube, and even on Sony’s Crackle, which is a free streaming service that is completely ad-supported. As I covered in my last post, instead of radio, opt for podcasts.
Digital marketing is definitely the way of the future. I used to think traditional marketing still had a place in today’s world. But now I think it’s time to just put it to bed. With the exception of the older crowds, marketing dollars are best spent on SEO, email marketing, and the channels I mentioned above.
If your product or service is for older people, and I mean the 65+ crowd, then traditional marketing could still work for you and still work well.
But if you’re selling to younger people or even middle-aged folks, you need to put a focus on digital marketing.
Streaming and Marketing
Streaming services are fantastic, even if it hurts marketers. You get to binge entire shows. There are no commercials. And people are willing to pay a premium for the services.
While we’re all watching Netflix and/or Hulu and/or Amazon, we need to be thinking about how we can make cash for our clients. Some of them are still going to push for TV and radio spots. What’s even worse is that they’ll blame us when these campaigns fail.
How do we fix this situation?
A lot of marketers are swearing by automation. But is this really the best option? Are you really going to see a great ROI when you’re efforts are automated and impersonal and treating potential customers like a number?
I honestly don’t think so.
I think that while digital marketing is the answer, it’s not everything. We, as marketers, need to make outreach a priority. We need to put in the extra efforts to contact customers and clients and speak with them. The future of marketing is a hands-on, personal approach.
Are streaming services going to put marketers out of business?
The answer is yes. If you don’t evolve, then you might as well put in your notice now.
However, for as long as our profession has existed, we’ve had to roll with the punches. We’ve had to make smarter plays and learn how to find audiences for our clients. After all, they aren’t coming to us.