What are the platforms most small businesses utilize and what are the strengths and weaknesses of those platforms?
MF I think that the platforms most small businesses are using are unfortunately the traditional ones. Part of that is access and part of that is relevance. A small business owner usually has a traditional definition of marketing with traditional advertising. The gap really comes in when you look at new or online media versus traditional media. The actual medium is what I call the playground. That’s not the problem. The problem is to get the play right. The play can be defined across all mediums. Online is a great example of a playground once you get the play right. If not, it’s just a very cost intensive model. The problem with advertising in TV commercials is they’re being defined by a new scorecard. Where I used to see a brand or brand equity, now I see entertainment. YouTube has trained us to look at content differently. It’s trained us to say, did it entertain me or not? If not, then I’m done. I don’t think TV is going away but it’s being redefined. I watch TV on my cell phone; I h
