Social Media - Codes & Conventions
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Social media platforms have become essential marketing tools for films and other media products. Advertising campaigns use collected user data to identify the most effective promotional techniques on sites like Instagram, YouTube, Facebook, and Twitter. These sites allow profiles to unify all promotional materials like posters, reviews, behind-the-scenes footage, and merchandise under a single hashtag. An example given is the Netflix series Dark, which made creative use of Instagram to promote its seasons. Social media offers experimentation important for cutting through distractions and engaging potential audiences in the unpredictable online landscape.
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Response 1To MichelleSubject Traditional vs. Digital Prom.docx
Response 1:
To: Michelle
Subject: Traditional vs. Digital Promotional Tools
Hi Michelle,
Below is a summary of the advantages and disadvantages of the differing promotional tools and how they relate to our target segment and branding strategy:
Digital:
Digital as you mentioned has many advantages over traditional. Digital outlets such as internet ads, socials media, and blogs are a fraction of the cost and reach a much larger audience. These same forms can also be placed to target specific consumers, for example if we know our consumers will be using our devices for social media, we purchase internet ad space on Facebook, Twitter, and Snapchat so our marketing will reach them directly. Digital media also allows for instant and 24/7 access as well, if someone is talking about something you may not have heard about, you can always find it online. With today’s digital trends drawing the attention of a few can cause a viral trend, through hashtags, and every person who is interested then will draw in all their followers, and their followers, and hopefully repeats to reach millions. The downside of digital is its targeted ability as well, if we put our focus on social media, if you are not a person who uses social media much or at all, you may never see our advertisements at all. (Touro, 2018)
Traditional:
Traditional promotional tools have lost a lot of traction but still have many advantages. Traditional advertisements, such as taking ad space in the Sunday paper, a billboard, radio, or tv commercial are still very viable. Imagine driving to work, you have the radio on and hear about our product that you may have otherwise had no idea about, then drive by our billboard with our slogan. Think about a tv commercial aired during the Super Bowl. In TV history, the broadcast with most views, still belongs to Super Bowl XLIX with 114.4 million views. (Bibel, 2014) That one purchased piece of air time can capture numerous customers that otherwise would have been passed over. The disadvantages of traditional, are of course cost, Super Bowl commercials don’t come cheap, and radio broadcasts and billboards only reach a limited audience. (Touro, 2018)
Recommended:
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Response 2:
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Response 1To MichelleSubject Traditional vs. Digital Prom.docx
Response 1:
To: Michelle
Subject: Traditional vs. Digital Promotional Tools
Hi Michelle,
Below is a summary of the advantages and disadvantages of the differing promotional tools and how they relate to our target segment and branding strategy:
Digital:
Digital as you mentioned has many advantages over traditional. Digital outlets such as internet ads, socials media, and blogs are a fraction of the cost and reach a much larger audience. These same forms can also be placed to target specific consumers, for example if we know our consumers will be using our devices for social media, we purchase internet ad space on Facebook, Twitter, and Snapchat so our marketing will reach them directly. Digital media also allows for instant and 24/7 access as well, if someone is talking about something you may not have heard about, you can always find it online. With today’s digital trends drawing the attention of a few can cause a viral trend, through hashtags, and every person who is interested then will draw in all their followers, and their followers, and hopefully repeats to reach millions. The downside of digital is its targeted ability as well, if we put our focus on social media, if you are not a person who uses social media much or at all, you may never see our advertisements at all. (Touro, 2018)
Traditional:
Traditional promotional tools have lost a lot of traction but still have many advantages. Traditional advertisements, such as taking ad space in the Sunday paper, a billboard, radio, or tv commercial are still very viable. Imagine driving to work, you have the radio on and hear about our product that you may have otherwise had no idea about, then drive by our billboard with our slogan. Think about a tv commercial aired during the Super Bowl. In TV history, the broadcast with most views, still belongs to Super Bowl XLIX with 114.4 million views. (Bibel, 2014) That one purchased piece of air time can capture numerous customers that otherwise would have been passed over. The disadvantages of traditional, are of course cost, Super Bowl commercials don’t come cheap, and radio broadcasts and billboards only reach a limited audience. (Touro, 2018)
Recommended:
At the end, with our marketing budget, it is best to recommend a mixed approach. Personally, I recommend about a 65% digital and 35% traditional approach. We want our focus to be on our target market, which points us in the direction that using digital promotion is better. Yet at the same time, we do not want to isolate or disregard potential customers if we want to maximize our profitability.
Response 2:
Promotional Tools – Digital vs. Traditional
For a successful launch of our new product, MM Global Buds, we need to take a look at how we are going to market to our potential customers. We have identified our target market as individuals, families, and business men/women that travel to foreign countries with a different language. This wi ...
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Response 1To MichelleSubject Traditional vs. Digital Prom.docx
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www.StokeNewingtonHistory.com
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Social Media - Codes & Conventions
- 1. Social Media Codes & Conventions By Adam Kalabiska A Level Media Studies
- 2. Overview In a world increasingly reliant on technology, it was only a natural course of action for a large portion of the marketing/advertising campaigns to transition to an online space. It offers a wider, much more flexible and adaptable approach to selling a product, whether that be a film or tv show. Overall, it serves as a landscape allowing for significantly more experimentation, which is more often than not an absolute necessity due to the unpredictable nature of online/digital platforms. There is constantly something else fighting for your attention, distractions are inevitable and result in a mixed experience. Such is the nature of the online world, a world that is slowly merging with our own. Nowadays, there is truly a wide spectrum of different options when it comes to the distribution of information. Their roles in our lives have become so immense that we often structure our daily routines and schedules around them, sacrificing human interaction in the process, as they have infected our social consciousness on such a deep level. We have become oblivious to it in a way, mindlessly consuming information and media, conveniently being delivered to us from all sides. Advertising campaigns take advantage of this very aspect, commonly using pre-existing collected data to identify the most effective techniques and methods. You must keep in mind that the film’s success, atleast in financial terms, depends heavily on this and it is therefore essential for the it to stand out of the crowd, which is becoming increasingly difficult.
- 3. Social Media There are multiple existing options which allow for effective and direct engagement with potential audiences. Majority of them are designed on a profile based structure, meaning that all information, no matter the form or size, is posted under a single profile, usually accompanied by an appropriate hashtag. This efficiently unifies all the promotional material being distributed. It additionally must be mentioned that, alongside core marketing components used to sell the film, extra products known most commonly as merch items may also be found on these social media profiles. Examples of social media include: • Instagram • YouTube • Twitter • Facebook • LinkedIn
- 4. Instagram Most film advertising profiles include: - Posters - Positive critical reviews - Award nominations - Behind the scenes footage - Stills from the film An excellent example of an interactive platform, presenting the user with a wide array of different options by which they can share and expand their influence.
- 5. Dark (2017 – 2020) Creative usage of the format.
- 6. YouTube
- 7. acebook
- 8. Twitter