We've talked about the massive cord-cutting movement where consumers are dropping their traditional cable and satellite TV services and are instead moving to online streaming platforms such as Netflix, Hulu, and YouTube TV to watch video content. In fact, by the end of 2018, it's projected that 33 million consumers will have scrapped their traditional pay-TV service. In addition, more consumers than ever are paying to stream music content using services such as Spotify and Pandora or are using a paid Satellite radio subscription.
As we enter into the last few months of the year, a top priority regarding your online presence needs to be optimizing your website's performance. No matter how much you invest in digital advertising or creative social campaigns, your digital marketing strategy is not going to produce results if your website does not function for your business.
It's hard to deny the growing popularity of voice technology in our everyday lives. Upon rolling out of bed in the morning, consumers are referring to their voice technology assistants like Alexa to make them aware of the weather conditions and what's on their plate for the day. When having a business lunch in an unfamiliar part of town, people can instantly learn the best local eateries by asking their smartphones. And trying to navigate around a traffic jam is easy when you're receiving step-by-step voice instructions from your mobile device.
When establishing a social media presence for your business, making Facebook part of the equation is a no-brainer. However, upon missing revenue projections for two quarters in a row, the social media giant recently unveiled a new strategy that will impact the future of the platform on its recent 2018 third-quarter earnings call. Since these changes will have a direct impact on your ability to effectively promote your business on Facebook going forward, it's critical that you're in the loop with the new direction that Facebook is taking.
If you want to succeed with content marketing and position your business as a thought leader in its industry, you can't always produce content that is intended for a broad audience. The real value that you provide to your customers through content will come from tailoring your message to a specific audience.
No one can deny the rapid rise of video content on online platforms. More than 22 million consumers have cut the cord with their cable and satellite TV packages and are choosing to use online streaming platforms such as Netflix, Hulu, and YouTube TV to watch their favorite shows. By eliminating the need for a cable or satellite company as a content distributor, consumers are able to save money and stream content from anywhere at anytime, including on their mobile devices.
A consumer's perception of a brand has always been shaped by what others say about the business. However, thanks to the widespread adoption of social media and the growing number of online review sites, today's consumers are more exposed than ever to people's decisions about what to buy, wear, and like.
As the year is winding down, businesses are ramping up their online presence in preparation for the holiday marketing season. While there is no official start date for when businesses begin running their holiday promotions, the trend in recent years has been to start campaigning on November 1.