TV – the shrine of modern times is not going anywhere, not for a long time. People preaching the end of television seem to be blind to the fact that the current transformation in content consumption is not about the distribution models, it´s about time. Of course some of us want to binge-watch our favorite show from Netflix whenever we want, but there is a lot of people still who gather around the modern camp fire at a certain time every week to share a story. And let´s face it, Superbowl is better live than watched as clips from YouTube the next day.
Looking at any transmedial storytelling campaing, TV is the best way to steer traffic to other touchpoints. And that goes for marketing automation as well. The results we have got from our campaigns for Fonecta, a finnish internet marketing tools provider for SME's, clearly show that without the support of television, the numbers drop through out the sales funnel. Even with a massive online campaign combined with quality content and effective automation. Although online is gathering viewers, TV is still the most powerful tool to tell compelling stories and drive traffic to other channels.