The Fragmentation of Advertising

Marketing and advertising has become so fragmented over the last few decades. Marketers cannot honestly identify one media or even a plethora of media vehicles to reach potential customers in synchrony without spending a small fortune.


TV Advertising has become super fragmented. Up to the 1980's, the three original networks — ABC, CBS, and NBC — enjoyed a virtual oligopoly in the American television industry with major markets having up to 12 channels. In 2017, there were 1,761 commercial television stations on the air in the United States, slightly fewer than in previous years, but still over a thousand more than in 2000.


In 2020, over 3.6 billion people were using Social Media worldwide, a number projected to increase to almost 4.41 billion in 2025 engaging on over 103+ sites.


There are close to 50 Streaming Services in North America alone, from well-known brands like Amazon Prime, Apple TV+, Disney+, HBO Now, Netflix, Paramount+ & Peacock to some you probably have never heard of like Break Movies, BritBox, Docurama, Feeln, Snagfilms and Viki.


Search Engine Optimization and Marketing is ideal when your customers are looking for your services - but they have to be looking for your business on over 52 different engines.


There were 7,416 Print Consumer Magazines in the United States in 2020, up from 7,357 in the previous year. The number of magazines in the United States was formerly at its highest in 2012, when 7,390 consumer magazines circulated throughout the American market.


According to the source, there were 15,445 Commercial Radio Stations in the United States in 2020, five down from the previous year but still more than double the amount of stations in 1970.


A recent statistics report counts 341,610,000 Billboards in the United States between local, state roads and highways.



And then, there is email marketing. Email Marketing is considered great when you get a .2% response. According to ReturnPath data, 1 out of 5 emails never reaches the inbox. So this issue will become significant in any overall campaign performance. In fact, just 79% of commercial emails land in the inbox. The bounce rate, categorized into hard bounce and soft bounce, shouldn’t be higher than 3%. In terms of the SPAM rate, you shouldn’t be ringing the alarm bells as long as it doesn’t exceed 0.08%.


Partially, your Email Deliverability depends on the platform that you use for sending emails. All email service providers have different delivery rates, pending how their customers use and abuse their service.


To ad insult to injury, now you have to worry about white listing. What is an email whitelist? To whitelist an email address just means you add them to your approved senders list. This tells your email client that you know this sender and trust them, which will keep emails from this contact at the top of your inbox and out of the junk folder.


So, where does this leave a business that wants to grow?


Depending on if you are B2B or B2C, your approach to great marketing and great results will rely on your brand, your industry, your customers' behavior, and the type of product or service you are selling. Then, start to think outside of the box. Where are your customers most likely going to learn about your business and be ready to think about buying, and how can you grab their interest with the "right" message?


If there were one answer for every business, AreaBeats Marketing would be out of business. We are here to help you navigate building your business brand, digitally or in print, and we can help to advertise that which you have built.


If you are in need, give us a call at 41.717.4466, and we will infuse what we know to help bring a new perspective and insight to your business sales strategy.

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