Time to adapt and change, or…
It was a time when TV existed because of commercials. TV shows were brought to you by "XYZ Company." Variety shows did live ad commercials for products. Soap operas were named that because they were sponsored by the soap manufacturers...actually taking us back to a day before TV existed and radio was king.
Commercial TV shows are certainly are still, of course, "sponsored by," but who actually even hears those words out load anymore? They generally become the signal to get up and hit the fridge. And cable TV has certainly made those 60-second breaks disappear from our memory.
Marketing evolves. Radio evolved to TV. TV further evolved to commercial free broadcasts, VOD and DVRs. Radio continues to evolve with satellite offerings. Then there's the Internet. It no wonder that at this week's Association of National Advertisers TV Ad Forum conference it was released that 78% of advertisers said they have less confidence today in the effectiveness of TV advertising than they did two years ago, according to AdWeek. It was also noted that some 80% will spend more of their advertising budgets on Web advertising and 68% are looking into search engine marketing.
The reality is that everything changes. Consumers have far more options than they did in the past. That option extends to marketing. They can now take an active role to gather only what they want or feel they need. They can see a message online, hear it on the radio, then jump online to get more. It is our role to ensure that we give them every opportunity to find us and information about our products and services easily and effectively.
As Darwin said, “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”
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