Tag Archives: Fragmentation

Digital Vs Traditional

You’ve probably heard that ‘figures don’t lie, but liars sure can figure’.

Whenever I’m reviewing figures or ‘research’, I always look first at the source.

With all due respect, research from any source has its built-in biases. Research conducted by RAB, for example, will have a pro-radio slant, while research from The Association of Magazine Media will show magazines in a favorable light.

So, when I see figures from eMarketer, the biased digital marketing and media research firm, that says consumers spend less than half their media time with digital media and slightly over half of their media time with traditional media, they’ve got my attention.

Wow!  Despite all the noise about digital, traditional media still rock!

But here is what the eMarketer report doesn’t tell you. Digital, be it mobile or laptop, is a www, worldwide web, media. As of October 2017, the time spent with digital media consumption is apportioned over 1.24 billion websites, 2.8 billion social media sites including Facebook, Twitter, Instagram, Snapchat and more, plus emails, YouTube, Skype and more.

So, let’s look at my admittedly radio-biased ‘research’. Radio is not a www media…it’s local. While there might be dozens of stations in a market, most people are only exposed to two or three stations each week. So, while ‘www dot digital’ might be great for worldwide marketers like Ford Motor Company or McDonalds, it’s far too fragmented for local businesses to use effectively.

And radio’s two or three favorite stations also stand out in a 350 channel TV universe.

Of course, it’s a must that local businesses have their own web and social media sites. But their reactive digital media traffic, reacting to a need, must be driven by proactive local radio, creating a pre-need/pre-search awareness and preference for their business.

Click here to arrange an online overview of how our local TOMA (Top-of-Mind awareness) Research and SoundADvice Radio e-Marketing System can persuade local businesses to use more radio and TV in their media mix.

Will 2017 Be “Great Again”?

In business, in the economy, and in life, we must deal with the hand we’re dealt.

 

We couldn’t have been dealt a better hand heading into 2017.

 

Interest rates are near historical lows. Unemployment near record lows, is continuing to improve and is already the lowest unemployment rate in the world. Inflation is under control. GDP growth has been slow but steady (those wishing for rapid growth or bubble, forget that rapid growth is always followed by a crash).

 

The demise of print, coupled with the increasing fragmentation and confusion surrounding digital media, has opened a huge opportunity for broadcast sales executives who know how to produce results for their advertisers.

 

So, it’s a little crazy to talk about making things that are already great, “great again.”

 

The goal in 2017 should not be to return to some fictional or nostalgic economy, but rather to make the great hand we’ve been dealt, even greater.

 

At ENS Media, we have a success formula that has worked in every market and economy, “Extraordinary effort multiplied by extraordinary creativity equals extraordinary revenue.”

 

You’ve been dealt a great hand heading into 2017.  It’s up to you to play that hand for all it’s worth to make great greater.

 

P.S. What are you planning that’s ‘extraordinary’ in 2017? Perhaps our SoundADvice radio e-marketing system or our TOMA surveys and training can be the edge to make things greater for you in 2017.  Click here to find out more info

Choosing to Win!

Fragmentation and competition — they can destroy your business, or make it stronger. The choice is yours.

McDonald’s didn’t pack up their bag and go home when the Burger Kings, Wendy’s, Harvey’s and a long list of other competitors sprung up to eat their lunch (no pun intended)

And the auto industry’s ‘Big Three,’ Ford, General Motors and Chrysler, rose to the challenge to build better cars when dozens of manufacturers from Germany, Japan, and other countries began exporting their products to our shores.

In fact, General Motors continues to consistently be among the top three automakers in global sales.

You’ll hear and read a lot of doom and gloom about radio and TV as the number of new competitors we face mushrooms every day. By the way, those same new competitors are facing more new competitors every day, too.

So the choice is yours. You can make excuses for lack-luster sales, or you can choose to stand out in the crowd by being the best that you can be.

According to the Kauffman Foundation’s Index of Start Up Activity, small business growth is on the upswing. New and existing small businesses are looking for a star media professional like you to guide them through the confusing array of advertising and media choices they have and to improve their ROI (Return on Investment).

While many of the purveyors of new media are still selling their ‘platforms’ you can stand out in the crowd by selling results.

The choice is yours. You can be a shooting media star, or be a falling star. I don’t see why anyone would choose the latter.