I remember the days when the only time I would only leave the couch for a break from my favorite TV show, was during the commercials. But, with DVR those days are gone. I can pause and reluctantly leave anytime I want. I say reluctantly because now it’s usually to get up and see what the kids have destroyed within the past 30 minutes. My life, TV, and Marketing have changed A LOT. Change is inevitable, but it’s what you choose to do about it that counts.
Technology has come a long way, and for those of us who had to get up and physically change the channel, that’s a great thing. But, the time of (nondigital) TV being King, has come to an end. Digital has stepped up to claim the Iron Throne and rule the seven kingdoms…oops, sorry just streaming Game of Thrones on my smartphone with HBONow.
In the U.S., adults spend an average of 12 hours, 5 minutes per day using media. Digital has grown from 4hrs., 10 min. in 2012 to 5hrs., 43 min in 2016 and Nondigital TV has decreased from 4hrs., 38 min. to 4hrs. over that same time frame. Averaging half the day on media seems a bit exaggerated, but these figures take into account multi-tasking media. You know, when you are partially watching the television, while updating your social networks, for 30 minutes. Both of these will count as media time equaling 1 hour, so it is truly understandable how our time spent on media has increased over the years.
Overall adults are using an hour more than in 2011, but current statistics show a very slow growth for 2017-2018 (eMarketer). There are only so many hours in a day, and we all have to sleep, so something has to give. The data shows digital media continuing to increase its share, and with more and more people cutting the cord, streaming, and just generally staring at their smartphones, digital media will continue to eat into the offline marketplace.
And if your clients are there, shouldn’t you be?
Changes in Traditional Versus Digital Marketing Spend
This chart, cmosurvey.org, shows the sharp contrast between digital growth and offline decline.
Over the past 5 years, investments in traditional advertising have consistently dropped by single-digit percentages each year. Digital marketing spend, by comparison, has consistently grown by double-digit increments year after year (webstrategies).
Businesses are putting their money where their clients are spending the most time. What used to be spent on radio, television, and newspaper is now being spent on search, email, and social.
Change is inevitable, but knowing how to grow is optional. As technology continues to evolve, so should your marketing budget and strategy. “Traditional” advertising has changed and businesses are starting to take notice. Don’t be habitual with your spending plan, and investing in TV and radio, because “we always have”. Focus on an integrated marketing strategy that takes into account the ever-changing landscape of media and make sure you are putting your money where your clients are!
Change can be difficult, but if we want to unite the seven kingdoms and defeat the white walkers, we have to change our way of thinking, because Winter is Coming!