Sean Michael Malatesta believes that digital marketing is the next big opportunity for entertainment and media industry. Needless to say, digital marketing is ruling in every industry. Nowadays, every company implements a digital marketing strategy instead of a traditional marketing strategy to lead the industry. However, for some companies, it works better and for some, it does not. In recent years, according to numbers, digital marketing is more successful in the entertainment and media industry. And if we talk about traditional marketing, it is almost dead in the media industry.
Even leaders like Sean Michael Malatesta prefer digital marketing over traditional marketing, as it can bring better returns on the less cost.
These are the views of experts, now let’s find out how the entertainment industry can drive value from Digital Marketing.
1. Better Fan Engagement
The entertainment industry is one of those industries who always ready to adapt new technology and trends in order to lead in the competitive environment. Digital Marketers have a wider scope in the entertainment industry. In this industry, email marketing has the highest open rates as compared to other industries. And this is the reason most entertainment professionals use email marketing strategy.
Sean Michael Malatesta believes that internet marketing is very useful for the entertainment company in establishing much stronger connections with customers via email that few other industries enjoy.
When it comes to social media, email is one of the effective marketing tools in the entertainment industry. According to the research, even most viewers believe social networks play a significant role in making entertainment-related decisions.
Even the social video advertising platform shows the numbers, according to which who watches a movie promo will probably spend money to see it. Moreover, those who share the promo having six times more chances they will purchase a ticket.
2. Deeper Market Segmentation
The digital marketing requires data and according to Sean Michael Malatesta, data is only useful if it is used in a better way. Smart entertainment marketers not only collect data but also manage it efficiently. Thankfully, most entertainment professionals are already familiar with the concept of digital marketing—especially when it comes to email. Segmentation doesn’t just cover personal information. It also covers how audiences watch said media, as well. People of a different age group have different viewing habits, with older generations preferring longer media and watching on laptops or desktops, while younger generations preferring to watch shorter trailers, videos, and other media on their mobile device.
Information like this can affect the style, length, and speed of any trailers or media being produced and how they’re presented. When it comes to targeting the younger demographics, entertainment choose mobile devices, apps, and sites, for the promotion and marketing, while for older demographics, entertainment can choose branded portals that allow for a slower-paced and a deeper experience that encourages browsing.
This is one of the examples of how segmented marketing data can be useful to entertainment companies and how they would use data to market to various audiences.
3. Demographics Retargeting
Most times the data show results that change drastically out of line with original assumptions that makes an ultimate shift in the movie’s marketing.
You can take the example of the live-action Disney movie, “The Jungle Book.” VP of Digital Marketing at The Walt Disney Company Andre Fonseca, shared during a panel at MMS Los Angeles 2016, that when they first adopted the Facebook page for the original animated movie. At that time the fan base was mostly the women aged 55 and up.
However, when the trailer for the live action movie released, it was maximum men between the ages of 18 to 30 who were interested instead. In result, the company retargeted the campaign to focus on this new demographic.
By monitoring and collecting your marketing metrics accurately, you’ll be able to determine trends that may have a powerful impact on your entertainment business. According to experts, this strategy can be helpful in conducting a successful campaign. Additionally, it helps in engaging fans, and also you can take advantage of cross-promotional opportunities for the marketing in the entertainment industry.
Final Words by Sean Michael Malatesta
So, this is how digital marketing is helpful in driving ROI in the entertainment industry. Rest depends on the strategies you prepare to improve the ROI. Sean Michael Malatesta says, no doubt digital marketing is a useful tool, but it only works if you make the right strategies and execute them accurately.