Today, new technologies
opened a window of opportunity. It may not last very long, however.
Television is affordable
- but soon it will have hundreds of channels, with an audience more evenly
divided between cable and satellite. The air time may become cheaper,
but not enough to reflect the fragmentation.
The Internet is available
to everyone - yet only a small minority of businesses take advantage of
it. Soon, that will change. Besides - the Internet may take
over the TV set, offering tens of thousands of video channels. The
Internet is the only technology that, in time, can take over any other
The era of the "three
big networks" will never come back. But small and medium-sized companies
may again be rendered technologically powerless. Door to door marketing
may return - as a "personal" alternative to automated commerce.
We don't know exactly
what may happen in the near future. All we know is that, right now,
marketing vehicles undreamed of a few years back are accessible to the
smallest businesses. And the "number of impressions per dollar" can
only go down from here.
So this is a very good
time for small and medium size companies to create a strong position in
their market. The sooner you start, the easier it will be to maintain
that position in the future.