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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