Local TV, please embrace the internet and social media

This week's one inch snowfall triggered the usual panic in local media. Frustrated by the lack of opportunities to strike fear in us because of an abnormally mild winter, local TV reverted to their worst, outdated tricks once again.

Local stations could not resist filling 30% of the television screen with their logo, "Storm Center" sponsors name and a scroll of yoga studios, driving schools and bingo halls that were closed due to the inclement weather. 1970's habits die hard. Here's the why: In spite of having highly functional web sites to publish the "closings", they are unwilling to acknowledge where people go to access this information. I rarely watch network television. Witnessing this charade turned the experience of watching their prime time programming into a test of endurance.

If you remember Blockbuster Video, the record store at the mall and the Yellow Pages you realize that life changes in amazing ways. Add to the list the manner in which we watch TV. The changes are starting to occur and soon there will be little need to watch the weather follies.

TV viewers want to watch TV. Someone who is hysterical about whether Chuck E. Cheese is open can either call the business, or check online. No need to interrupt...or distract. Just ask your customers, they will tell you.

Your job is easier

Consider this amazing stat: 60% of the "sales cycle" is complete by the time a prospect interacts with your business directly. Social media combined with your website allow consumers and businesses to research every aspect of your offerings without you being involved in the conversation. The catch is that you need to have a presence that can be easily found.

This is mind boggling when you think it wasn't that long ago when we used the Yellow Pages and our local library to get some background info on something of interest.

Are you keeping up with the changes in this new era of marketing? Are you handling the 40% well and converting prospects to customers? Does your marketing strategy (with or without social media) show a measurable return on investment?

Lastly, do you know your cost for acquiring a customer? I will stress this in future posts because the use of social media is making it easier to do so. Anything that can make your job easier should be a priority.

Please share the challenges you have of measuring marketing ROI.