Four States Small Business Blog

Technology has greatly changed the way businesses operate. Having an online presence is more important than ever. This is because the whole world has been transformed into a global village – thanks to the internet.

OTT, or "over-the-top television," services allow viewers to stream content directly to their devices. The first streaming devices went "over-the-top" of traditional cable devices, earning the nickname OTT in the process. This service allows viewers to be pickier about what they watch, when they watch it, and how they want to view their content. Platforms like Netflix, Amazon Prime, Hulu, Apple TV+, HBO Max, Disney+ and Peacock have become increasingly popular. Twenty-eight percent of Americans are OTT-only viewers, and the average American household subscribes to at least three streaming platforms. 

Across the United States, only around 65% of households subscribed to cable or satellite in 2018--a number that has continued to decline in recent years. As many as 74% of households subscribe to at least one streaming service, and the average household subscribes to three or more. Many cable TV subscribers spend more time streaming content than they do actually watching cable. OTT is taking over a space that was traditionally filled by primary television advertising--and it's becoming increasingly important for advertisers to consider the importance of this medium. 

It's no secret that digital marketing continues to gain market share, especially as new, data-driven methods of bringing traffic to your website are developed all the time.

This view holds that traditional marketing is noted for its focus on product, price, place, and promotion -- the 4Ps.  These 4Ps were designed to guide marketers as they developed strategies for growth.  Some marketers are suggesting that the 4Ps be expanded to include other factors such as process and people to make the traditional 4Ps fit into a digital marketing strategy.

If you are researching the best advertising method for your company, you may have seen arguments that promote digital marketing.  Many articles claim that digital marketing is a better way to advertise because it is cheaper than traditional marketing and provides more measurables.  

If it seems your marketing job description is changing faster than trending videos on YouTube, you're right.  Every change in consumer behavior (think, for example, of the 900% increase in "near me" searches in Google over the past two years) means you need to adjust your strategy. 

Do you know how to reliably get traffic? 

Most businesses do not believe they get a good ROI from using Facebook lead ads. 62% of businesses using paid ads on Facebook report it didn’t work to their satisfaction.

Your website defines your brand as much, if not more, than your marketing or sales operations. Any business with an undesirable website risks losing all standing among consumers.