The first method was word-of-mouth, shortly thereafter it was radio, then along came television...now, today's prolific method of advertising is digital marketing.
Digital marketing has permeated every industry in the world, including entertainment. Television is one of the genres that perpetually and consistently benefits from the use of digital marketing. Digital marketing is used in every area of television; from this year's presidential campaign to sporting events and award shows, platforms like Facebook, Twitter and YouTube are being used to instantaneously connect with existing fans, create new fans and attract advertisers. In fact, social media marketing has become so engrained in television, that industry experts are calling this new age of marketing, "must Tweet TV".
In addition to the benefit of connectivity, television networks use digital media in conjunction with smart phones and computers to provide consumer data, which helps television execs decide on the viewership of a show and the audiences immediate response to it (Reuters, 2012).
Television networks use digital media to promote a new, upcoming show or to reintroduce the airing of an existing show or episode. After this preliminary information is gathered, it is important to find an accurate way to "use it more effectively and monetize it." Without this ability, networks will never be certain as to how this new brand of marketing stacks up against the more traditional methods of marketing and whether the resources used to maintain the digital campaign is worthwhile. However, networks and television execs are understanding how powerful social networking is to advertisers. The generation of audience information that digital marketing provides helps to persuade advertisers on where, how and to whom they should spend their ad dollars (Reuters, 2012).
The relationship between television and social media is constantly evolving. Whereas initially social media sites such as Twitter and Facebook were used by celebrities and athletes to tell their fans what was going on and how they were feeling, now social media sites are being used by networks to increase exposure and "build buzz"during certain climatic show moments and to increase viewership.
Not everyone is excited about utilizing this different brand of marketing. Some are concerned that too much effort is being given to a form of marketing that could potentially be a trend or fad. The answer to this is yet to be seen, but the current climate proves that digital and social media marketing are increasingly popular and are growing and expanding with new digital platforms being introduced almost monthly to keep the public ever connected to their favorite television shows.
Tweeting TV
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Wednesday, January 18, 2012
Sunday, January 8, 2012
Digital Marketing and Entertainment - A May/December Romance
The entertainment industry is constantly evolving and changing. As societal trends ebb and flow, the entertainment industry is quickly changing to meet the demands of its audience as well as keep the industry relevant. Very few industries have been so quickly affected by the use of the new digital landscape like the entertainment industry.
Long gone are the days where traditional vehicles of marketing such as television, radio, posters and flyers moved audiences to watch television shows and upcoming blockbuster movies. Today's marketing climate is very different. With the introduction of and quick adaption to digital marketing platforms such as Facebook, Twitter, Linked In, YouTube and other digital vehicles, entertainment marketing has gone viral...quickly!
Movie and television studios are using digital marketing platforms to post trailers and promos about upcoming productions and projects. They are using social media vehicles to reach millions of people at once to brand, market and promote for little to no cost. The industry has taken a grassroots approach to marketing and has found it to be immensely effective without adversely affecting the bottom line.
Independently financed and distributed films and television shows are reaching mass audiences through digital platforms. Without a lot of capital or distribution outlets, these projects are finding mainstream success simply by pounding the digital marketing pavement and garnering interest and exposure in their projects.
Artists are using digital marketing in record numbers to self-promote anything that they are doing. The use of this type of marketing keeps the artists in tuned and in touch with their fan base and introduces them to a new demographic of fans. Twitter and Facebook, specifically have kept artists relevant and have allowed the fans unprecedented access into the personal and professional lives of their favorite artists. With a simple, point and click artists are now able to effortlessly reach a fan base that they otherwise wouldn't have been able to before digital marketing.
Artists such as Tyrese are using social media to promote self-released albums and are posting videos of album release parties on their digital marketing sites...there seems to be no end to or limits to what can be accomplished through digital marketing.
Although the entertainment The industry is still attempting to more accurately calculate and assess how effective digital marketing in terms of dollars and cents, but be assured that as the digital landscape evolves and improves, the entertainment industry is playing close attention to ensure that they are able to take advantage of this new and seemingly permanent genre of marketing.
Movie and television studios are using digital marketing platforms to post trailers and promos about upcoming productions and projects. They are using social media vehicles to reach millions of people at once to brand, market and promote for little to no cost. The industry has taken a grassroots approach to marketing and has found it to be immensely effective without adversely affecting the bottom line.
Independently financed and distributed films and television shows are reaching mass audiences through digital platforms. Without a lot of capital or distribution outlets, these projects are finding mainstream success simply by pounding the digital marketing pavement and garnering interest and exposure in their projects.
Artists are using digital marketing in record numbers to self-promote anything that they are doing. The use of this type of marketing keeps the artists in tuned and in touch with their fan base and introduces them to a new demographic of fans. Twitter and Facebook, specifically have kept artists relevant and have allowed the fans unprecedented access into the personal and professional lives of their favorite artists. With a simple, point and click artists are now able to effortlessly reach a fan base that they otherwise wouldn't have been able to before digital marketing.
Artists such as Tyrese are using social media to promote self-released albums and are posting videos of album release parties on their digital marketing sites...there seems to be no end to or limits to what can be accomplished through digital marketing.
Although the entertainment The industry is still attempting to more accurately calculate and assess how effective digital marketing in terms of dollars and cents, but be assured that as the digital landscape evolves and improves, the entertainment industry is playing close attention to ensure that they are able to take advantage of this new and seemingly permanent genre of marketing.
http://www.youtube.com/watch?v=UdkBrAsHA3I
Social Media Marketing for Entertainers by Shawn McClonson
Social Media Marketing for Entertainers by Shawn McClonson
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