The Future of Advertising Has Been Promoted: A New Study
Advertising on Twitter is based on interest groups rather than social groups, so it's all about reaching the right people at the right time rather reaching a bunch of friends. A brand's success depends on its ability to raise awareness and "clicks to action," which are basically desired outcomes. According to various studies, it is important for Twitter to understand the difference between intention and attention. A company might intend for something but get a different outcome. Basically, we're living in an age where advertising by focusing on interest groups rather than social groups has become more welcome to everyone and is becoming revolutionized by Twitter.
I agree with Brian Solis that advertising is being revolutionized. It's no longer about watching ads or just listening to information. It's become much more interactive where people are becoming a bigger and bigger part of spreading the information. People's opinions also count much more because advertising is much more reliant on people. Brands now have to do more than just spread information; they have to inspire people to spread the information for them.
Twitter is releasing an analytics service that analyzes a brand's influence and popularity on Twitter. In other words, it is "launching a powerful tool that will make marketers salivate." Best of all, it is doing this for free. This seems a little foolish because many services and products charge a lot of money to analyze a company's influence in social media so Twitter could potentially be throwing away a lot of money. For example, Radian6 charges its users at least $600. However, many brands are unaware of the service, so Twitter bringing its service out and introducing it to 175 million users is a big deal and worth millions of dollars.
However, releasing it for free would make sense if Twitter was trying to get businesses to tweet more often or retain their Twitter usage. By releasing an analysis service, Twitter is basically showing brands how influential they are and thus persuading them to use Twitter more. Also, Facebook has a free analyzer so if Twitter charges, people might prefer Facebook's services over Twitter's. In addition, when using a free service, customers tend to have lower expectations and thus less complaints so this could be a way of pleasing people in the easiest way possible. It is also likely that Twitter is following the "freemium" model, where it introduces a free service to its customers. After customers start using it often, it introduces better versions or extra features for money. So, making this service free could actually be a good business decision for Twitter.
I agree that making the service free makes sense. However, I do hope Twitter tries to monetize the service or tries to make some profit by using the "freemium" model because that is just good business sense. The "freemium" model is also a really good business model because it introduces something great to a customer and hooks them and later monetizes rather than attracting just a few customers by charging from the beginning.
How Social Media is Changing the Way Movies are Promoted
http://mashable.com/2010/11/29/social-media-movie-marketing/
The film industry has completely embraced social media and this makes sense because it is a modern version of the fan magazines of old Hollywood. In modern times, studios can gauge social media to find where interest in a film truly lies. The best example for this was Paramount's Paranormal Activity, which cost less than $15,000 to make but grossed over $150 million. What Paramount did was use Facebook to see where people wanted to watch it most and released it in those areas. MGM also did this with Hot Tub Time Machine. What's appealing about this method is that fans feel as if they have some sort of ownership or special affinity with this film.
Social media also allows extensive viral marketing campaigning, which is what Inception's PR was largely based on. Marketing for films evolved from having to go to the movies to watch previews to watching previews during TV shows to watching previews online to what social media does now. Although movie studios still have special sites that people could access for information, more and more studios are using Twitter and Facebook to release the latest information about movies. Disney used Facebook to debut its Alice in Wonderland characters and release trailers. Facebook apps are used to create interactive ways of advertising as in the case of TRON: Legacy. The fact that many of the most successful films of the year had strong social media campaigns demonstrates that social media will be embraced more and more by studios.
I agree with the author that social media has a huge impact on movie advertising and this impact will only increase. Many of the movies that were released, I heard for the first time on Facebook and learned more information about on the movie's Facebook page. So, to continue appealing with younger audiences and more engaged audiences, studios will have to embrace social media more and in more innovative ways.
What is Black Friday?
http://www.wisegeek.com/what-is-black-friday.htm
http://www.dailyworldbuzz.com/black-friday-2009-ads-best-doorbuster-deals-for-walmart-target-and-kmart/1070/
Black Friday is the discount shopping day that follows American Thanksgiving, which is always on a Thursday. Many retailers mail special Black Friday circulars to consumers, announcing deeply discounted items in the hopes that consumers will visit their store on Black Friday because the profits they make depend on the volume of sales that day. Retailers profit (although not greatly) through the deeply discounted deals because many people come out to buy them, so it is important to them. I've noticed ads from many clothing and electronic stores. I thought the deals were good if I was going to buy the product anyway. However, it would not be a good deal if I was not going to buy the product but I do just because there is a sale. Many of the products were also cheap products or products that no one wanted, so those were bad deals too.
No comments:
Post a Comment