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What Does Media’s Shift Toward Mobile Mean For Small Business Owners?

What Does Media’s Shift Toward Mobile Mean For Small Business Owners?

North of the border, a monumental change in the media is something small business owners here need to be paying attention to. The Canadian Broadcasting Corporation (CBC) is radically changing the way they operate, shifting the emphasis away from the television and radio coverage that had been their primary offering to news and towards content developed for and delivered on mobile platforms.

There are several reasons the CBC is doing this. The most important is that over half of their audience has signed up for content to be delivered to them through mobile updates. It’s also a lot cheaper to produce mobile content: you don’t need the same investment in studio space, broadcasting equipment, or staff. Canada’s economic situation isn’t quite as bleak as America’s, but they’re definitely in a position where saving tons of money is appealing.

Many media outlets have begun shifting some of their operations to digital platforms, but a change on the scale of the CBC’s is fairly unique. Rest assured that the media in your area is paying attention to what’s going on with the CBC. If the move to a leaner, meaner mobile-centric format boosts overall organizational profitability, you can be sure the same changes will happen in your marketplace.

What does this mean for you?

First and foremost, making sure your business website looks good on mobile devices needs to be a top priority. If your business or industry is referenced in a story being read on a mobile device, readers will use that same mobile device to search for further information. Bear in mind that increasingly, mobile users use voice search features: you’ll want to be sure the copy on your website is optimized accordingly.

Secondly, it’s time to rethink your advertising strategies. While local media may continue to be the vehicle of choice for many small business owners, the return on television, radio, and print marketing needs to be compared on an apples to apples basis with digital marketing opportunities. Digital marketing needs to be as strategic and targeted as any other campaign, if you’re going to realize the best possible results. Do not let your local media’s ‘digital salesperson’ be your guide here: they seldom, if ever, take the comprehensive, integrated approach essential to successful mobile marketing.

If you need help putting your brand’s best foot forward in the mobile environment, give us a call. We’re here to help!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office