Pew Research recently released their 2013 “State of the News Media.” And while its findings may not immediately resonate with small businesses, closer examination reveals the exact opposite: changes in the way people get information will have a profound impact on their small business marketing strategy.
For example, local TV audiences were down across every key time slot (“Late News,” “Morning News,” etc.) in 2013. Cable news saw a growth of only one percent over 2011. And newspaper circulation held steady (which, when you think about it, is “good” news for the industry.)
This data ultimately signals a larger shift away from traditional media outlets towards mobile advertising, social media, and online advertising. Local digital advertising, for instance, grew by 22 percent.
Bottom line: customers are getting their information from different, highly diversified sources, making it harder to reach them. And when you do reach them, your message has to be powerful because the window for conversion is small. The solution? A small business marketing platform attuned to these changes as well as the unique behaviors of your customers.