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NewsvineNEW TECHNOLOGIES MAKE IT TOUGHER TO REACH AN AUDIENCE THROUGH TRADITIONAL BROADCAST CHANNELS
May 9th, 2008by Scott Greggory / BusinessVoice Creative Director
People who own DVRs (Digital Video Recorders) and access television programming online watch fewer commercials. A lot fewer, according to an Adweek article by Brian Morrissey:
“The TV industry often touts the fact that DVR owners watch more TV than those with only ‘live’ programming. Yet DVR viewers frequently skip the commercials. Over 50 percent of respondents said they ‘always’ fast-forward through commercials, and another 36 percent said they skip them at least three-quarters of the time. Fully 85 percent of respondents said they watch fewer commercials since they got their DVRs.”
Traditional radio is struggling with the same problem. Satellite radio and music services, along with the iPod and similar devices, have made it much easier for listeners to actively avoid, not just radio advertising, but its programming as well.
These examples serve as another argument for intensifying the focus of your marketing messages on existing customers. Concentrate your marketing efforts on an audience that’s more open to what you have to say, not those trying to avoid your message. Those folks already in your database don’t need to be convinced that you’re a fine, upstanding company. They already know it.
Chances are good, though, they don’t know everything you can do for them. So work to educate them about all that you offer with the intent of increasing customer share, not market share. You can do this easily with On Hold Marketing, TeleGreeting and Point-Of-Purchase Audio. These tools allow you to communicate cost-effectively with your captive audiences - those that can’t change channels or fast forward: your callers on hold and the shoppers in your store.