TV is dying: Why should B2B marketers care?!?!

Its a fact that the traditional mass marketing medium of choice or the media bohemoth..... Television is dying!

To understand the change, major marketing spenders such as P&G, Unilever, Nestle even till early 2000's were spending over 95% of their media dollars on TV. Today for some brands its fallen below the 50% mark.
The issue:
1) Less and less people are consuming TV content
2) Traditional way of delivering messages on TV has no cut through whatsoever with the Generation Z consumers

But the fact remains we are not selling detergents or cereal or colas so why should we care. The reality is the impact is not small by any strech of imagination & it will only increase in future.

The key difference between B2C and B2B marketing has been the marketing channels that are being used. B2B marketers have always believed in cherry picking their targets instead of carpet bombing the consumers like B2C marketers.
But thats exactly the change B2C is seeing, they are entering into a world of technology & newer channels where their targetting abilities are much higher. Examples being Blogs, Facebook, twitter, Video prerolls(e.g. these are the ads which run before your youtube videos), events, niche magazines.  The latest buzzword is Integrated Marketing communication Mix which essentially forces B2C marketers to look for newer more targeted channels.

This is a step that B2B took long before the B2C marketers but now they are following us and crowding those channels more and more. It does have an impact on corportate branding in a big way the choices of mediums become lesser, more expensive & worst of all crowded. No longer are Airports meant just for business or financial brands like SAP, Oracle, HSBC etc. Just a couple of weeks ago I saw at Singapore airport a huge video Billboard of Pepsi running a video content which was not their traditional TV ad, but much more engaging content! This wouldnt have happened 5-10 yrs back.
When the communications you see becomes more and more in number and variety you stop paying attention, thats just normal human behavior. And thats what happenened to TV and thats whats happening to B2B marketer's channels such as strategic Out of Home, Digital, social etc.

Need of the hour is, when we get about crafting our messaging for any collateral or piece of communication where we dont know the consumers of the information keep in mind you are not just competing with Oracle, IBM or Microsoft you are competiting with each of the Brands that you see in the supermarket or you local Mall.

So, make the content & the delivery of that content so INTERESTING that it stands out in a crowd which is much bigger than what we thought.