Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close

Learn

Access the Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Blog / Newest Insights

Jump straight to the latest inbound marketing and They Ask, You Answer insights

Access the Learning Center

Free and Pro Courses

Take your knowledge to the next level with free and Pro courses inside IMPACT+

Access the Learning Center

Recordings on Demand

On-demand recordings from past IMPACT events and livestreams

Access the Learning Center

Featured

Inbound Strategy Playbook 2022

Learn 7 foundational principles that have proven to set inbound marketing strategies up for success

Access the Learning Center

Free 5 Min. Inbound Marketing Assessment

Take this free assessment and learn what you can start doing today to boost traffic, leads, and sales

Access the Learning Center

Blueprint for a More Profitable Agency

See why coaching, not implementation, is the key to happier clients and better profit margins

Access the Learning Center

Case Studies

See examples of companies working with IMPACT and thriving with They Ask, You Answer

Access the Learning Center
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Content Marketing
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Google Chromecast: 4 Ways it Will Affect Marketers

By Jessica Glynn

Jessica Glynn also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

Google Chromecast: 4 Ways it Will Affect Marketers Blog Feature

 

google-chromecast-610The setup for a surprise party generally involves distracting the person being surprised with another activity.


Distracted, they enter a dark room and everyone jumps out of a hiding spot and yells "surprise".


That's exactly what Google has been doing for the past couple of months.


Google was distracting us all with these

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

articles and videos about Google Glass and Google TV.


On Wednesday morning they yelled surprise with the announcement of Google Chromecast.


How Google Chromecast Will Affect Marketers


The Google Chromecast is a $35 device that streams online content to televisions. Specifically users can stream from Netflix, YouTube, Google Play and Chrome. The device is compact and easy to use; it simply plugs into your television and can be controlled by an android phone, iOS device or computer.


It's no secret that the way we watch TV is changing, especially among Millennials.


My parents have cable with over 200 channels. I only have local channels and TBS, but I supplement with Netflix and Hulu+ on my X-Box. I also have friends who have TV sets in their living rooms that are connected to their computers and don't have access to regular television at all.


The different customized experiences of each different setup present a challenge to advertisers who are trying to reach a targeted audience during a commercial break.


1. TV Ads


It is not a challenge for advertisers to reach my Baby Boomer parents; they watch TV when it is on, or OnDemand which has commercials that they can't fast forward through. Reaching me is a little more difficult though. Hulu+ does show commercials, so when I'm watching recent episodes of shows that I missed they can catch me. However, it's summertime so I'm not on there as much as I am on Netflix. I can spend all day Saturday on a TV binge and never see a single advertisement.


According to Mashable, Google said that 50% of the content that is streamed online comes from either Netflix or YouTube. The Netflix service does not include commercials at all, and YouTube only has ads at the beginning of a video. This means programs are being watched uninterrupted by commercials. If viewers can avoid commercials, they will.


Television commercials will become less and less effective, especially for those most likely to embrace the new technology- millennials.


Netflix has a wide selection of television shows old and new. It has also added its own original shows "House of Cards" and "Orange is the New Black", as well as a Netflix exclusive, fourth season of "Arrested Development". By streaming shows that are no longer aired on television, and offering new exclusive programming, the value of Netflix is more than just missing commercials.


2. Maximize YouTube Presence


Brands who rely on commercial advertising to build awareness about their product will instead have to invest in their YouTube presence.


YouTube, unlike Netflix, is not subscription based, so consumers can buy the device alone and be able to stream YouTube videos. As consumers gain more control over what they view, YouTube becomes an important way to reach an audience. However commercials will not simply switch from one platform to another. Videos will have to grab the audience's attention before they hit play, and keep it so they don't hit stop.


People do choose to watch commercials on YouTube. Commercials that audiences enjoy, get linked to and shared through social media. I've even looked up commercials that were recommended by word of mouth. While investing in advertising on YouTube is an option, investing in having high quality videos that people want to watch on YouTube is even more valuable.


3. Expand Audience


The changes this product will make in the way television is viewed will present a unique opportunity for marketers. No longer will the biggest advertising budget mean the most views. The days when a viewer saw the same commercial 100 times will be over. This will level the playing field for businesses big and small. In this battle, the most creative will win. This will mean small businesses will not be limited to just a local audience, and it will be easier for all businesses to globalize.


The challenge that comes from this opportunity is finding a way to reach their target audience. Where television shows are set at a specific time and targeted towards a specific demographic, it's easy to gauge your audience. Replacing the traditional commercial with streaming content could be more of a gamble.


4. Production Value


It will become increasingly important for marketers to consider the production value in creating video content. While a lower quality video may have worked fine on a mobile device, tablet or screen; people are used to top-notch quality on their television.


Marketers will have to consider what their videos will look like to someone with a big screen HDTV. Videos that are quickly made, and thrown up online will no longer be acceptable.


At $35 a piece, Google Chromecast may be the first device to be widely adopted, even by a diverse audience. Streaming on the X-Box or Wii has been successful among those who already own the devices. However, since this device is a standalone product, rather than an additional feature; it may be easier to sell non-gamers on the value of the product. The price point is also much more affordable than the gaming systems are. The tag line "the easiest way to watch online video on your TV", will also help to make the product appealing to those who aren't tech-savvy.

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Content Marketing
Published on July 26, 2013

Recent Articles

11 Common Business Blogging Mistakes To Avoid At All Costs
January 25, 2022 • 11 min read
Long Form vs. Short Form Content: Which Is Better For Your Business?
January 3, 2022 • 9 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
How To Write About Your Competitors on Your Business Blog or Website
December 27, 2021 • 12 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Outsourcing Is Broken: Why We Need To Rethink the Relationship Between Client and Agency
December 10, 2021 • 6 min read
22 Best Content Marketing Tools and Apps for 2022
December 4, 2021 • 14 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Who Should Be On Your Content Marketing Team? 5 Critical Positions
November 23, 2021 • 9 min read
What Is a Learning Center and Why Does My Website Need One?
November 22, 2021 • 6 min read
Content Managers: Use This Step-by-Step Guide to Create the Content Your Team Needs
October 15, 2021 • 10 min read
How to Organize Content on Your Website
October 5, 2021 • 6 min read
Inbound marketing success: Building a healthy content pipeline
September 10, 2021 • 7 min read
How to Write a Pillar Page (With Examples)
August 30, 2021 • 13 min read
The Best Sales Enablement Tools for Your Team in 2021
August 30, 2021 • 11 min read
Content Manager Job Description for Marketing Teams (All Industries)
August 24, 2021 • 9 min read
7 Content Marketing Mistakes You’re Probably Making [+Fixes]
August 20, 2021 • 9 min read
7 Content Marketing KPIs You Must Be Tracking In Your Strategy
August 18, 2021 • 12 min read
How much does marketing news really matter? (Content Lab, Ep. 56)
August 13, 2021 • 1 min read
How Inclusivity Can Supercharge Your They Ask, You Answer Content (Content Lab, Ep. 55 ft. Ramona Sukhraj)
July 29, 2021 • 1 min read
What It Takes to Dominate Organic Search, ft. Jeff Coyle of MarketMuse (Inbound Success, Ep. 205)
July 26, 2021 • 34 min read
Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate
July 21, 2021 • 4 min read
How Can the StoryBrand Framework Be Used for Inbound Marketing?
July 21, 2021 • 6 min read
17 Best Content Marketing Platforms for 2021
July 19, 2021 • 9 min read
How to Create a YouTube Channel for Business (+ Examples)
July 16, 2021 • 7 min read