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Does TV Still Work or Should I Be Investing More in Digital Marketing?
According to eMarketer.com, "For the first time ever, US consumers will spend more time using their mobile devices than watching TV, with smartphone use dominating that time spent.
Consumers’ use of smartphones will continue to make up the majority of their media consumption, but we predict that use will plateau by 2020, as consumers become increasingly uneasy about overuse of mobile devices."
The average US adult will spend 3 hours, 43 minutes (referenced as 3:43) on mobile devices in 2019, just above the 3:35 spent on TV. Of time spent on mobile, US consumers will spend 2:55 on smartphones, a 9-minute increase from last year. In 2018, mobile time spent was 3:35, with TV time spent at 3:44.
Tablet use among US adults continues to lose ground, having peaked at 1:11 daily in 2017 and dipped to 1:08 this year. This trend will continue through 2021.
“We’ve expected that mobile would overtake TV for a while, but seeing it happen is still surprising," said Yoram Wurmser, eMarketer principal analyst. "As recently as 2014, the average US adult watched nearly 2 hours more TV than they spent on their phones."
What are people spending time on their devices doing? They’re consistently spending the bulk of their time using apps over web browsers, with the average person spending 2:57 in apps vs. 0:26 on a mobile browser.
So does this mean that TV advertising doesn't work?
No. Of course it still works. All advertising works. But some advertising works better than others.
If you had information that indicated that your best member prospects were still watching TV, then buy TV. If you had information that they spent more time reading sky writing, then you should invest in sky writing. (Of course first I would check the research on this behavior again.)
Where's the best place to reach consumer's today?
The eMarketer research is saying that directionally, if you want to reach today's consumers, you need to reach out them on digital devices like smartphones.
In fact, many companies today start the budgeting process with digital before layering on TV, Radio and Print. Here are some ideas on how to successfully reach today's digital consumer:
Mobile Friendly Website
Not having a responsive design, mobile friendly website today is marketing suicide.
Check your Google Analytics and you will see that more than 60% of the traffic accessing your website is coming from smartphones and tablets. Google warns you that websites that are not mobile friendly will be penalized in the search results.
Here is a great example of a YMCA website that is built in mobile responsive design.
Every YMCA should have a Google Grant. It is the equivalent of FREE MONEY!
Google gives your YMCA up to $10,000 per month to promote your services with Google Search (Pay Per Click).
If you have questions about Google Grants send me an email - email@example.com. I am happy to help. We offer a Google PPC Quick Start program that trains you to be the PPC expert in 90 days.
Google Search drives people to your website. Google Retargeting brings them back.
Once an individual comes to your website - say looking for "swim lessons for children" - retargeting places a cookie on their browser when they visit your "swim lessons for children" page.
Now when they are visiting websites across the internet, they will see your ads for "YMCA Swim Lessons for Children". If they click on your ad, they are taken back to your website and you are charged for the click. If they don't click on your ad there is no charge, but you get the benefit of the brand impression.
We offer a Google Retargeting Quick Start program as well! (firstname.lastname@example.org)
Does Digital Marketing Really Work?
Of course it does.
Digital marketing is a great way of inserting your message into the behavior of consumers. It is where they spend he majority of their time today.
But keep in mind that "digital" is only one part of the equation. It is the targeting portion of your marketing campaign. You still have to have an effective message.
Reaching out to consumers by inserting your message into their behavior still requires a great message and having a great landing page will help increase conversions.
How to get started
Keep in mind that the purpose of these pages is to drive conversions, not SEO results. For the most part these pages are not indexed in your menu navigation, they are accessed only by Google PPC ads, Facebook ads and posts and other marketing efforts you use in your market.
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