Hindu Deep July 2016.compressed (1)

Marke ng Communica ons
Is Television Dying?
When I say TV is dying, I don’t mean TV will cease to
exist. I mean something else totally. I mean Television
Adver sing. Let us see how this is affec ng marke ng.
Television Adver sing takes the 'mass' approach to
adver sing, where, one ad is created for the millions of
viewers. The downside about this is that the viewers
(read consumers) are different. Having the 'one-sizefits-all'
approach is slowly becoming ineffec ve
especially with the growth in targeted digital ads and a
shi to experien al forms of marke ng. In this age, we
receive ads customized to our specific interests on our
personal devices. Our emails are addressed to our first
names, informa on is sent straight to our mobile
devices-its almost as if brands know you personally and
by name. You find that if you have interest in art, you
receive ads of art products. This spooky magic of how
adver sers know exactly what you are interested in
(and some mes your name, too) is a story for another
day. But this should show you how much brands are
shi ing from mass adver sing to a more personalized
way of carrying out their communica on.
Even television itself is shi ing. Media sta ons are now
streaming content on-line and doing live news on social
media.
We can even opt into ge ng live alerts of news items as
they come in. By the me you get home to watch TV,
you already know everything that happened today.
Then the news at 7pm is not news to you. Think about
Ne lix. This is TV that is personalized and available on
demand. You don't have to wait un l 7:30pm to watch
your favourite prime me programme. You watch from
your device anywhere, any me. Surely, if I am ge ng
everything served hot, when and where I want,
instantly, on my personal device, why would I be among
the mass crowd wai ng for a TV commercial at prime
me news?
If you are a brand out there, I'd advice its high me you
started focusing your marke ng communica on
budgets on a more direct and personal approach to
your consumers. That is how to reach this era's
consumer. Don’t let your brand die with the TV!
Fed Oyagi
Brand Strategist
www.hck.or.ke | info@hck.or.ke