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

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Bakle final presentation

  • 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