MTV needs to revamp its digital strategy to better target teens aged 14-22 and refocus its brand on music, trends, and celebrity news. The document recommends that MTV (1) utilize sponsored content on Facebook, Twitter, Instagram and YouTube to engage its millions of social media followers; (2) develop new online content like a weekly celebrity news show and fashion videos to attract audiences interested in glamour and trends; and (3) allocate 46% of its $12 million 2016 budget to online advertising to implement its new digital strategy across mobile and desktop.

1. MTV: FULL
DIGITAL
STRATEGY
M A R G A R E T B A K L E
A D V 8 9 2

2. MTV: MUSIC TELEVISION ?
• MTV is owned by Viacom
• First aired in 1981
• Key messages
– Trendy
– Youthful
– A resource to today’s teens
– The station to follow for celebrity and fashion updates
• Brand position is blurred since first airing and content is no longer unique
– No longer strictly music television
– Can be corrected via new media marketing

3. SOCIAL MEDIA ADVERTISEMENT
• Facebook
– Liked by over 48 million users
– Should utilize banner advertisements
• Twitter
– Has over 13 million followers
– Should utilize sponsored tweets
• YouTube
– Hard to track followers of site
– Needs more attention
– Should utilize video advertisements

4. SOCIAL MEDIA ADVERTISEMENT
• Instagram
– Has over 4 million followers
– Regularly has over 40,000 likes on a post
– Should utilize sponsored photos
• Snapchat
– Difficult to track following
– App is still new and should not be the focus for advertisements
• Pinterest
– Has more than 74,000 followers
– Interaction is difficult to track
– Cannot be utilized successfully for advertisements

5. TARGET AUDIENCE
• Boys and girls between the ages of 14 and 22
• MTV currently neglects a large number of its fans
• “The Gossip Guru”
– Likely fascinated by glamour
– Currently provides this audience with the latest celebrity news
– Should develop a weekly vlog similar to E! News

6. TARGET AUDIENCE
• “The Fashionista”
– Teenagers who want to stay informed with the latest trends
– Currently provides audience with “pins” and shares from Mode
– Should promote Pinterest page
– Should consider producing videos about fashion
• Others
– Teen Activists
– Feminists
– Music Finders

7. INTERNET MARKETING
• Key words:
– Awkward
– Faking It
– Catfish
– VMA
• The company needs to create a landing page
– Should stay true to the company’s “look”

8. MOBILE STRATEGY
• MTV’s website via smart phone
– Music is at top of site
– Style of site is similar to computer
• Suggestions:
– Show quick links to music videos rather than TV shows
– Could use more mobile videos
• Risks:
– Video can slow mobile site

9. 2016 BUDGET
• Will increase 3 percent from 2015
• Total budget amount: $12 million
– High as the company plans to implement all stated suggestions
• Online advertising – 46 percent
• Search Engine Marketing – 23 percent
• Remainder will be put towards television and print advertisements

10. ANALYTICS
• Web Traffic Sources metric
– Determines and measures what sources the traffic is coming from and then compares
– Will track who might be speaking about MTV on own blog or social site
– Trial run for the first six months
– Will help company discover which sites are most beneficial
• Will give team an idea on how much traffic is through referrals