stephenwinbaum
Communications Coordinator
/ Moderator
Mar 17, 2008, 11:48 AM
Post #1 of 1
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Internet versus TV
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It's clear that the power of the internet is growing when TV ratings giant, Nielsen, branches out into researching online consumption patterns.
Web surfing has outdistanced channel surfing for several years, so much so, that the well-respected media research organization is in re-think mode.
What that says to summer camp directors and owners is that their marketing dollars are just as important as Hollywood and Madison Avenue. The supremacy of the internet is a fait accompli in terms of media popularity.
It's remarkable to see that Nielsen has jumped on board, but a little sad, because summer camp directories, like MySummerCamps.com have already realized the online advantage:
- SEO drives targeted traffic to online summer camp websites and provides them with higher visibility
- Metric tracking of visitors provides a precise quantification for summer camp websites, not an overview, like Nielsen
- ROI is increased through the marketing advantage
- Added features like Google maps & videos, photo galleries, and ZIP Code/Postal Code search with radius function enhance the number of visitors to summer camp websites
Monitoring viewing behavior, as Neilson's National People Meter does, may provide an effective indication of TV consumption. But online consumer behavior is very different. Internet consumers utilize keyword search via powerful search engines, like Google. Although web surfers often click through the highest ranked listings, they are free to stray into untold directions.
The mouse is faster and more fickle than the TV remote; the internet is interactive as consumers weave in and out of content and ads though various links.
The dilemma faced by Nielsen is a clear indicator that media preferences have swung towards the internet. That's bad news for TV fans, but reason to cheer for online summer camp marketing.
Stephen Winbaum is the Communications Coordinator of MySummerCamps.com
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(This post was edited by stephenwinbaum on Mar 18, 2008, 1:10 PM)
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