Is Social Media Part Of Your Internet Marketing Strategy?
“Do homeowners really use Facebook?” If you were born in the age of TV then you may be forgiven for thinking that people still watch the box like we did in the 70s. Most national news programs still attract over one million eyeballs each and My Kitchen Rules over 1.6 million. But the real question to ask is which screen are they watching?
Watching TV, surfing the web or both?
We may not eat dinner as a family anymore or go on family holidays as our children get older but chances are we may gather around the box and watch some free-to-air or Pay TV together. Or do we?
As I glance around my living room and see my teenage sons plonk on the couch watching Breaking Bad as a family activity. These days, they turn up with their internet connected gadget of choice and as the show starts, busily continue to communicate, surf, text, blog, post, read, play or watch something else at the same time. And then still answer my stupid questions about who is the bad guy?
By the way, this is not just something teenagers do.
Whilst I have not found any data on Australians who watch TV and interact elsewhere at the same time, a recently released study by Deloittes from the US suggests26% of US internet users used social media “always” or “almost always” while watching live or pre-recorded TV programs.
- 35% surf the web
- 30% read email
- 26% send text messages
- 22% write emails
And not all of them are under working-age or need a haircut. Note the results in columns numbered two, three and four below and you’ll see that some of these activities are not just the preserve of the young.
As somebody who started their career in the time when TV was the marketing funnel to the hearts and minds of 80% of Australians, I have certainly watched the media change.
Facebook is King of social media for 65% of Australians
The Yellow Social media report 2013 put out by Sensis, says:
- 65% of online Australians use social media
- 20% use it to research products and services
- 58% have bought as a result of that research.
Facebook dominates the social media space, capturing 95% of social media users and Facebook users spend more than seven hours a week on the site.
But only 30% of small businesses have a social media presence.
The question that this research prompts is where in your Internet marketing strategy is social media? Do you have a plan for your business Facebook page and other social media presence? How often do you post? Do you measure the results in terms of referrals to your website?
TV or social media, which receives more engaged traffic?
For 90% of pest control companies the power of using TV advertising was and still is a pipedream. This research suggests that your digital marketing activities might be competing extremely well for share-of-mind and eyeballs with the traditional might of mass media such as TV. And at a fraction of the cost.
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