News & Blog

Television has always been a medium of mass marketing. Back when 4 networks dominated broadcast (CBS, ABC, NBC and FOX) a commercial on each network at the same time, called a road-block, would reach 99% of the viewers. Audience measurements by A.C. Nielsen traditionally typecast viewers by age and gender. And advertisers have spent billions of dollars targeting these broad segments, such as Women 25-54 or Adults 18+.

Media habits are changing at an exponential rate as consumers find new paths to viewing television programming, creating much confusion for advertisers in how to reach their prospective audience. The majority of broadcast television viewing is via cable and satellites, however, the rate of disconnect is alarming. Streaming video through internet access is rapidly changing how advertisers allocate funds and purchase media buys.

Ok. It's a new year and time to establish priorities and goals. And, adding blogs to our website is number one! But why? What is the benefit of blogging? Here's 5 reasons why blogs are important.

When I answered the phone it was a woman from the Department of Justice.  Sure!  I thought this was a prank call.  But then she went on to explain that the reason for the call was to set up a conference call with their lawyers to discuss the upcoming Tribune and Sinclair Broadcasting merger and the impact on my retail client in the Greensboro-High Point-Winston Salem market.   How interesting!  In my 35+ years of media buying handling some larger, Fortune 500 accounts, I've never been asked by the government about my opinion. . . .nor do I know anyone else in the industry that has.  What did they want to know?

As a marketing consultant one of my most memorable interviews with a new client was when asked his corporate goal, his desire was for his brand to become a verb. I have often thought about that comment.
Amazing how that works! How does a brand become a verb? Does the company originate the idea or does the public just gravitate to the name? For example, we may say 'Google this' yet we don't say 'Yahoo this', even though Yahoo was founded 3 years prior to Google. When you are about to sneeze, do you say 'Hand me a Kleenex' rather than 'Hand me a tissue'? Wanting an overnight delivery, would you say 'FedEx' or 'US Postal' ? For most, 'postal' has a very negative connotation for co-worker violence. 

The news headlines of retail store closings creates concerns about our economy . Well-established brands are closing a significant amount of stores. In 2017, JC Penny is closing 138 stores; Sears and K mart closing 265 stores; Macy's closing 68 stores; and Payless Shoe Source closing 512 with another 300 anticipated.

Not only can companies find consumers via social media, it's also a way to build brand advocates and influencers. People seek information about products and services through their friends, unbiased customer reviews, product information, exclusive offers and coupons. And, they willingly share information on Facebook, Twitter and other social media networks becoming advocates and influencers for their preferred brands.

With the influx of cross-platform media, does the giant medium, television, still pull a major audience. Absolutely!

Blogging achieves so many important benefits. The most obvious purpose is to provide fresh and relevant content to your website, thereby increasing opportunity for search engine optimization and reasons for visitors to come back to your website.

Blogging achieves so many important benefits. The most obvious purpose is to provide fresh and relevant content to your website, thereby increasing opportunity for search engine optimization and reasons for visitors to come back to your website.