As brands focus efforts on keeping up with broadcasting trends across social platforms like Facebook, Twitter and Pinterest, many are neglecting a tried and true marketing tactic that could propel them even further: narrowcasting.
Narrowcasting marks an emerging trend by which consumers are sharing content with smaller, more selective audiences. In contrast to broadcasting, narrowcasting is about tailoring information to better compel the recipients. It’s a competitive alternative, as evidenced by this infographic from Mogreet. While broadcasting gets a brand’s message out to a massive group of people, when it comes to who is actually reading and engaging with the content, the numbers are staggeringly low.
For example, 84% of Facebook news feed stories aren’t viewed, 71% of tweets get ignored and 88% of emails go unopened. Meanwhile, 98% of text messages are opened, and therefore, companies that market through SMS/MMS have a far truer reach.
Do these statistics surprise you? If you’re a broadcaster, does this graphic make you want to give narrowcasting a try? Share with us in the comments.