Beth Higbee, senior vice president, Scripps Networks Interactive, recently said in a statement "While many media companies talk about convergence, at Scripps we make a concerted effort to encourage our audiences to participate in our programming both on-air and online, as a result we are building loyal audiences in whatever media they choose to access. Each offers different benefits, so more and more of our audiences are migrating back and forth between on-air and online, where we can capture them for advertisers."
Her thoughts give an excellent look into what is happening in the converging online and offline worlds at this time. Even Google has been growing its offline advertising business quietly behind the scenes, almost repeating the words mentioned by Higbee above.
My thoughts are that with all of the devices and options out there in the online and offline worlds, online marketers need to stick to what is working well, while taking one new strategy at a time, learning it, implementing it and then working with it until it is operating well.
If you get caught into that idea that you're always behind everybody else (you really might be), you've got to be careful to not simply react to the endless 'new thing' that is always being talked about.
These new devices and figuring out the best way to use them for marketing hasn't even been discovered by those with a lot of money to throw at it. They're still experimenting with various models to see what works best. I wouldn't get into it just for the sake of doing it, but rather continue studying the area yourself and doing some of your own experiments to see what will work in the niche that you market to.
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