Cambridge Technicals study of Digital Media - Analysing a web page

1. TV Crime Drama E-Media Marketing
Webpage is an essential form of e-
media marketing
You could be asked to design a
webpage for your TV Crime Drama so you
must know the typical conventions of a
webpage and how they appeal to your target
audience
Aims:
To demystify the term e-media
To understand the appeal of e-media
To apply e-media marketing strategies to your TV Crime Drama

2. E-Media Marketing Strategies
1. Website
2. Hashtagging
3. Smart Phone App
4. QR Code
5. Augmented Reality
6. Video Game
Try to define each E-
Media term

3. Today’s lesson…
• Stage 1 – Design your TV show homepage
- Use common webpage conventions
• Stage 2 (and homework) – Plan your e-media
marketing campaign
– Use grid to plan your campaign and explain how
each element appeals to your audience

4. E-MEDIA Terminology
often the first page you arrive to
when you ‘google’ or search something on the
web
a webpage journal often created by an
individual or group of people that is themed
around a certain topic e.g.

5. Label your homepage with the correct conventions
1. Website
E-Media Marketing Strategies

6. Network logo
heading /
hyperlink
The audiences’ eye naturally reads from top left
to bottom right, so the most ‘important’
institutional information and hyperlinks are
often in the top left hand corner
TV show
heading /
hyperlink
Hyperlinks to
episodes
Hyperlink to
homepage
Hyperlinks clips
from the show
Hyperlinks
character biogs
Hyperlinks
information
‘about’ the
show
Copy brief
synopsis of the
show
Hyperlink to
catch up
Copy scheduling
information for
next episode
Key Image of
two main
characters
Webpage skin
of character and
setting
Scroll
down
Search box

7. these can be either words or images that when clicked
upon will take you to another page
- used throughout some WebPages to split the content
into manageable sections. There may also be subheadings, which
can further direct the user to a particular piece of information
the main body of the text, often presented in boxes
used on many websites. You may hear a sound as the
cursor rolls over some part of a website
usually a box
used in almost every website-sometimes used as a link to
another part of the website
image that sits ‘behind’ the main body of the webpage
video that is viewed on the webpage
How many conventions so far?

8. As we scroll down the webpage becomes less
‘compact’ with information and is divided into
two columns

9. Hyperlinks lead to various marketing strategies
used by the show to create publicity and
generate sales of merchandise
Hyperlink
online articles
about the show
Hyperlink to TV
BLOGGERS
reviews
Header
Header
Hyperlink to
DVD / Blue-ray
retailer of the
show
Hyperlink to
previous
episode
Hyperlink to
character’s blog
Hyperlink to
forum
Hyperlink to
actor’s blog
(funded by the
institution)
Header
Header
Header
Scroll
down

10. As we get to the bottom of the page there is
less ‘important’ information and the layout
becomes far less dense
Hyperlink to
other TV Crime
Drama shows
owned by the
institution
Header
Institution logo
heading /
hyperlink
The information is much more focused on the
institution rather than the show
Hyperlink to
homepage of
other BBC
shows
Hyperlink to
browse other
BBC shows
within the same
genre
Header
1. What other conventions of a homepage do you think are missing?
2. What would you include that the Sherlock website has not?
3. Who is Sherlock’s target audience?
4. Do you think this has an impact on what conventions they use on their homepage?

11. Other E-Media Marketing Strategies
2. Hashtagging: #mytvcrimedrama – this
appears that beginning of each episode.
– This makes it a keyword on Twitter and therefore
starts it trending on the social media site
An example from US TV
Crime Drama Bones

12. E-Media Marketing Strategies
3. Smart phone App
Dexter iPhone App Key Features:
-Latest clips and videos from Dexter
-Dexter Photo Booth
-GroupMe chats
-Schedule information for Dexter
-Episode guide
-Episode reminders
-Updates on Dexter
-Twitter
-Facebook
-Wallpapers
-Dexter episodes, soundtracks and podcasts from iTunes

13. E-Media Marketing Strategies
4. QR Code on traditional media that links to
your website via a smart phone

14. E-Media Marketing Strategies
4. QR Code could be on a billboard, mag ad, tv
commercial, t-shirt, coffee mug…
An example from Fringe which linked audience
from their season 3 poster to the special
smartphone site

15. E-Media Marketing Strategies
5. Augmented Reality – with a smart device (iPhone,
iPad, Android phone, basically anything that is mobile
has a camera and connects to the internet)
The user downloads an app holds it to an image
(could be in street, magazine anywhere) and video
begins to play on the device…
Here’s an example from VW, how could you
incorporate it into your marketing campaign?
Click…
AR could trigger a
special animated
episode of the
series…

16. E-Media Marketing Strategies
6. Video Game – uses characters, setting,
themes, mise-en-scene from the TV show
and allows the audience to play the hero on a
gaming device (Xbox, Smart phone, PC)
Click…

17. Your E-Media Marketing Campaign
• Stage 1 – Design your TV show homepage
- Use common webpage conventions
• Stage 2 (and homework) – Plan your e-media
marketing campaign
– Use grid to plan your campaign and explain how
each element appeals to your audience

18. Homepage
• Your institution is
• Use synergy with on your homepage
• Hyperlink to , and
these can be either words or images that when clicked
upon will take you to another page
- used throughout some WebPages to split the content
into manageable sections. There may also be subheadings, which
can further direct the user to a particular piece of information
the main body of the text, often presented in boxes
used on many websites. You may hear a sound as the
cursor rolls over some part of a website
usually a box
used in almost every website-sometimes used as a link to
another part of the website
image that sits ‘behind’ the main body of the webpage
video that is viewed on the webpage

19. E-Media marketing Campaign
E-MEDIA STRATEGY DETAILS OF HOW STARTEGY
WILL BE USED FOR MY
SHOW
HOW DOES THIS APPEAL TO
FAMILY AUDIENCE?
(Parents or teen? Why?)
Hashtag
Smartphone App
QR Code
Augmented Reality
Video Game

20. How many E-Media Marketing
Strategies do you now understand?
1. Website
2. Hashtagging
3. Smart Phone App
4. QR Code
5. Augmented Reality
6. Video Game
Have we…demystified the term e-media?
Do we…understand the appeal of e-media?
Can we…apply e-media marketing strategies to your TV Crime
Drama?