More Consumers Are Cutting the Cord on Cable. What Does it Mean for Your Brand?

Each year, more and more people opt out of traditional TV services like cable and satellite. As Fortune.com reported, “After companies from cable giant Comcast to satellite TV titan AT&T, which owns DirecTV, reported their fourth quarter results, the total number of pay TV subscribers dropped 3.4% from a year earlier, the highest rate of decline since the trend of cord cutting emerged in 2010 …”

Based on estimates that were studied, approximately 13.5 million households in the U.S. do not pay for cable, satellite, and other traditional types of TV services. Instead, they opt for subscription services like Netflix, Hulu, and Amazon Prime, plus free media sites like YouTube and Facebook.

As digital marketers, one big question comes to mind: What is the impact of cutting the cord on digital marketing?

As traditional TV use dips, new opportunities are created

People aren’t watching as much cable or satellite TV, and that could be good news for savvy marketers and brands who understand how to deliver value in the digital world.

Television commercials may no longer be an effective way to advertise goods or services, but more powerful opportunities to increase reach and awareness now exist. According to research by Nielsen, “Americans now own four digital devices on average, and the average U.S. consumer spends 60 hours a week consuming content across devices.”

As more people spend more time consuming content on different devices and platforms, digital marketers and the companies they work with gain even greater access to powerful, effective, and personalized outreach methods.

‘Winning’ digital marketing in a cord cutting society

While there are many opportunities, there are also challenges that come along with moving away from traditional TV advertising and into full-on digital marketing. When creating campaigns for this new landscape, marketers should keep these best practices in mind:

Create content for different screens

Today’s consumers are “screen agnostic,” meaning they spend their time using smartphones, tablets, connected TVs, gaming consoles, desktops, and other devices. When developing advertising messaging and strategies, it’s vital to remember this.

Mobile is king

Whether you’re designing a website or a comprehensive digital marketing campaign, you must pay attention to how that content looks and feels across mobile devices. People love using their smartphones and tablets to consume content, so meet your audience where they already spend time.

Data-driven decision-making is a catalyst for success

One of the reasons digital marketing is so powerful and effective is the data-based insights that can be utilized when creating and executing campaigns. Marketers have access to all sorts of information, from advanced demographics to information about how consumers react to the content they see.

Digital authenticity isn’t an option

Authenticity means being original and genuine while also maintaining a cohesive brand identity and voice. Even though consumers use a variety of devices, they still expect consistency and authenticity in the content they receive from brands. If you can stay true to the brand being represented, consumers will surely take notice.

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