Mass marketing was probably the worst way to reach me the last few years. I stopped watching television, listening to the radio, and reading newspapers and magazines. Even the Super Bowl was hard to watch. The only way to reach me was through my RSS feed and social channels.
But now mass marketing may be the best way to reach me. For the past few weekends in a row I’ve watched The Grammys, The Academy Awards, and SNL because I wanted to see what people were talking about in my Twitter stream.
And these were Tweeps I admire, thought leaders, presidents, and people of importance. I couldn’t miss out on the conversation.
So my Tweets became one of the 13 million social comments shared during The Grammys.
If you’re on Twitter or Facebook there’s a high probability you’re watching TV. We don’t wait until the next day at work or school to talk about shows any more. We talk about broadcasts in real-time amongst virtual friends and followers.
The viral nature of the second screen and social networking just pushes viewership and therefore advertising costs even higher.
Just wait until you start seeing the same ads on both screens. You’ll have to to grab an old fashioned book to get away from it all.