Mass Media and Mass Advertising are dead. I've been saying that for a long time, and here is more proof:
We are so over-saturated with advertising messages that we have become immune. My brand new digital video recorder has a button that allows me to skip ahead by 30 seconds. Why would I possibly want to skip ahead 30 seconds, Hmm?
Add to that the fact that the quality of content has deteriorated while at the same time the viewer's choices have exploded, and you have a train wreck in the making.
Owners of small business know deep down in their guts that the only way to cut through and reach their present and future customers is to:
- Connect with their audience in a very personal and engaging way, and
- Provide as much information as possible about their products or services, do so in an interesting, informative, and engaging way that is not blatant advertising, and deliver it in a manner that is not viewed as an interruption or 'push'.