At this year’s Content Marketing World in Cleveland, USA, keynote speaker and actor Kevin Spacey explained why Netflix shows like his “House of Cards” are so wildly popular. It’s not because Netflix asks people to alter their viewing behaviors by releasing an entire season of episodes at once. It’s because it gives people permission to watch their favorite shows however and whenever they want.
From the moment some progressive entrepreneur slapped a logo on a pamphlet, companies have been used to controlling their message. They decided when, where and how people consumed it. But those days are gone.
What it all means
The change started with cable television’s on-demand programming and digital video recorders. But it exploded with the rise of Internet-based content providers like Netflix and Hulu. Consumers were given the power to determine not just what they would watch, but when they would watch it.
As a Netflix subscriber, you can watch one episode of a show per week, or binge-watch an entire season in 24 hours — on your TV, computer, smartphone or tablet. The point is, you choose.
What does this culture of choice mean for businesses? For one, it means the expectations of your audience have changed. Customers and prospects no longer want choices in how to interact with you and your brand; they expect them.
That gives rise to the three reasons your marketing probably isn’t working.
The range of channels continues to widen, and your customers are deciding which ones they prefer to use. Bottom line: If your audience is actively using multiple channels, you should be, too.