Lecture 1 introduction, key themes and outline


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Lecture 1 introduction, key themes and outline

  2. 2. Background: Module outline  Designed to introduce and provide an overview to an increasingly “fragmented” media marketplace  To provide an outline of what marketing is: generally and specifically within media  To understand and analyse concepts such as market segmentation and demographics  To consider branding and advertising both within a media platform and on behalf of a platform  To work with an organisation to establish an industry-focus and approach  To begin to establish the effectiveness of marketing for an organisation within an online environment  Combine theory and case studies to provide insights into media and media marketing practices
  4. 4. Market forces: a complex picture What is a ‘fragmented media landscape’?  Offline  Traditional platforms offer a compelling platform for readers and advertisers: spanning print, broadcast and radio  Niche products offer access to key demographics and interest areas  Broadcast  Digital proliferation has created a highlevel of market segmentation and specialisation  Online broadcasting offers a high-level of user-data and opportunities to remonetize ‘chunked’ media  Online  Multinationals, nationals, regionals, hyp erlocals and bloggers compete for market attention  Independent platforms aid crosscommunication and interaction (Facebook, LinkedIn, Twitter, Google+)  Search engines provide a level of information control and gateway function “Over half (53%) of UK adults are now media multi-tasking while watching TV on a weekly basis. Watching other content on a different device is one of these activities. A quarter (25%) are regularly ‘media meshing’ - doing something else but related to what they’re watching on TV. Examples of media meshing include talking on the phone (16%) or texting (17%) about what they’re watching, using social networks (11%) or ‘apps’ to communicate directly with programmes (3%). Younger people are most likely to use other media while watching TV (74%) with 44% media meshing.” Ofcom Market Communications Market Report 2013
  5. 5. STOP! Media Theory Mark Deuze: We live in Media Media are to us as water is to fish. This does not mean life is determined by media - it just suggests that whether we like it or not, every aspect of our lives takes place in media, and that our engagement with media in many ways contributes to our chances of survival. Manuel Castells: “Real Virtualities” “Real virtuality is a system in which reality itself (that is people’s material/symbolic existence) is entirely captured, fully immersed in a virtual image setting, in the world of make believe, in which appearances are not just on the screen through which experience is communicated, but they become the experience.”
  6. 6. Multiplatform impact: Key Module questions  How do publishers exist in a multiplatform world?  What do we mean by a converged media landscape?  What impact does this have on traditional and new publishers? And how do they manage this impact?  What requirements are placed on marketers within this fragmented multiplatform world and what challenges do they face?  How has advertising shifted within the Media, and how do marketers identify the ‘value’ of advertising?
  7. 7. Importance of marketing and ad revenue  Media orgs using marketing to increase market share and resulting ad revenue/readership/influence  What alternative forms can advertising take (within and for) a media organisation?  How has the current digital landscape impacted on ad revenue flows?  How to publishers compete in an online world?
  8. 8. History and now: Digital disruption
  9. 9. Distribution of ad-revenue
  10. 10. Analogue opportunities  Amid a powerful digital ad world, consider advantages of analogue and offline publishing opportunities, and how that might impact on marketing  Global markets offer a diverse ad landscape – print can be popular in some marketplaces  Consider the ‘affordances’ of paper output  TV, niche and mass audience penetration Print media continued to thrive in less-developed media markets such as India and China. ”Newspapers are actually growing in a lot of the faster-growing regions. The global picture is not quite as uniformly gloomy as it appears to be in developed markets.” Jerry Buhlmann, Aegis chief executive
  11. 11. Final thought: constant disruption  Marketplaces, particularly those within the media industry, are going through a rapid period of transition. This module will seek to equip marketers with the skills to read and navigate a marketplace that is constantly in flux.  Economist Joseph Schumpeter outlined the economic concept of ‘creative destruction’ – that technological advances will prompt market failure, which will in turn breed innovation  Media marketers currently operating are doing so as the process of market failure is occurring: the shift from monolithic media channels to what, potentially, could be seen to be a more diverse and pluralistic landscape
  13. 13. What is marketing?  Basic definitions and case studies  How do we define marketing and the process behind it?  What analysis is required to construct a marketing plan?  4Ps or 7Ps – lots of p’s  What challenges to do marketers face, and how can they overcome them?  What is market segmentation and how does it impact on marketing strategy?
  14. 14. Marketing for Media orgs  We’re going to look at a cradle to grave approach:  Consider what role marketing plays within a media organisation  Establish a a media organisation’s ‘assets’ and how best to harness them  Strategise: establish key market demographic(s) and how media tools (and editorial content) could be harnessed to maximise take-up from that market
  15. 15. What is advertising?  Define the differences between ‘advertising’ and ‘marketing’  Examine the impact the changing ad market in relation to Media organisations in 2 central ways  How ad spend impacts on media orgs  How media orgs create, construct and communicate brands Multi-platform analytics drive advertiser insights into the connected consumer’s behaviour, expectations and buying intentions Advertisers, which absolutely must keep pace with the irresistible consumer shift towards ‘my media’ and digital consumption behaviours, will increasingly harness big data to understand, target and engage consumers at an ever-more-personal level. This will require that they generate and apply multi-platform analyticsdriven insights into connected consumers’ behaviour, expectations and buying intentions while they use new measurement techniques to ensure relevance and demonstrate returns on ad spend. PriceWatehouseCoopers Global Entertainment and Media Outlook: 2013-2017
  16. 16. Media example: Guardian’s Three little pigs
  17. 17. STOP! Theory: Key constructs  The power of the crowd: Shirky, Gilmore  Companies harness and engage with the power of the crowd: Jarvis, Meerman, Tapscott  Audience interaction, networks and power dynamics: Jarvis, van Dijk  The ‘long tail’ value opportunity: Anderson  Creative destruction and market renewal: Doyle
  18. 18. The assessments The essay (2,000 words) DEADLINEMarch 28th 2014 at 5pm "Social Media has radically changed the publishing industry and the role of the 'audience'. The marketing and advertising playing field has changed irrevocably. Analyse and discuss.” The portfolio (3,000 words) DEADLINE May 2nd 2014 at 5pm Produce a marketing plan for a media organisation of your choice; analysing a range of tools and approaches to produce an effective social marketing campaign that can be placed alongside traditional marketing strategies.
  19. 19. Portfolio: step-by-step  Identify a media organisation that could act as a ‘subject’, for you to complete a marketing strategy with.  Interview them and establish key areas of what they do, what their USP is (or what it could be).  Analyse their target market and demographic.  Establish an overarching social marketing strategy in response to the above.  Articulate how you would achieve this strategy, what tools you would use and why. Establish what your key targets would be and how you would monitor the success of the strategy.
  20. 20. Next week’s reading  Here Comes Everyone – Clay Shirky  Understanding Media Economics – Doyle
  21. 21. Seminar: Initial talks  How do you encounter a ‘fragmented media landscape’
  22. 22. Seminar: Branding  What are the most powerful brands that you encounter and why?
  23. 23. Seminar  Advertising: how do you engage with it?
  24. 24. Seminar: Outside  Spend around 30 minutes walking around campus and taking pictures of physical brands and ads that you encounter – these could include any physical presentation of a brand, in any location  Between now and next week, combine this physical activity with  Come back next week with a ‘quick fire’ presentation (3 minutes max) on 3 brands you encountered and why you feel they are successful, popular, commercially sound
  25. 25. Flickr credits  Byronv2 Retro robots 02  jam_232Jigsaw quilt  JuhansoninEric surrounded by his sketches  Jason A. HowieInstagramand other social media apps  Yahoo IncOK, what's the deal  Ykanazawa1999Keikyu600 Series Train and Unused Platform No.5 at the South End of Keikyu-kamata Station  @Doug88888 Money Queen  sdobie Analogue Yearbook 1979  ashley rose you are original and creative  minifigMinifig Characters  #5: Sherlock Holmes and Dr. Watson  HubSpot Social Media Marketing Madness Cartoon by HubSpot  Travel Aficionado Newspaper Front Pages  JoeInSouthernCA Retro Facebook Advert  SeeMidTN.com (aka Brent) 7UP Retro: 80's