What Have We Learned?

A company builds an integrated marketing strategy by implementing ingredients of a marketing mix.  Weeks ago, I briefly touched on elements of a marketing mix including promotion, public relations, price and place. Companies are learning how to improve the flow of information across multiple outlets in order to increase revenue opportunities and reinforce consumer loyalty.  Throughout the past 6 weeks, I have focused on how companies reach out to their consumers by taking the time to understand how, where and why people consumer various types of media.  Interestingly, when marketers rely solely on social media outlets, brand identity can be lost in translation.  Social media, as mentioned by Greenberg (2009), “works best when integrated with campaigns and platforms, not isolated as a stand-alone execution (p.38).  Unfortunately, many companies are distracted by the immediacy of social media networks and refuse to relate to their consumers through other forms of communication.  However, there are a wide range of companies that choose to encourage the public to invest time and interest into their Facebook, Twitter or YouTube pages.  Consumers want to feel reciprocation, not simply information tossed in their direction about new initiatives.  There has to be some form of strategic plan- a purpose to using social media.  In week 3 I mentioned that the importance of setting up an area either on the main website for a blog or utilizing a Facebook page would be a strong component of an effective marketing strategy.  Ideally, this would allow consumers to give their opinions and react to current events in an open online environment..  However, it is important to remember that building a relationship between consumers and producers requires dedication and an identifiable purpose in order to ensure brand credibility.   If brands reevaluate their strategies and consider ideas derived in value, then their promotional efforts may have a stronger impact on their consumers and the public (Greenberg, 2009).

I recently found an article chronicling the impact of the social media craze, Social Media- It’s Time to Join the Buzz.  Info based on the two recent surveys discussed in article talks about how social media networks have changed the consumer experience.  It described a link between connecting with a brand online and purchasing.

Some facts from the survey include:

• 40 percent of respondents have "friended" a brand on Facebook or Twitter

• 77 percent frequently view YouTube commercials or video ads

• 73 percent have posted a product or brand review on sites like Amazon, Yelp, Facebook or Twitter

• 70 percent have participated in brand-sponsored contests or sweepstakes

Greenberg, B. (2009). A Platform for Life. Mediaweek, 19(32), 38.

Marks, S. (2010). SOCIAL MEDIA -- IT'S TIME TO JOIN THE BUZZ. National Jeweler, 104(1), 26.

Restructuring Music Marketing with Social Media

Musicians are using social media to connect with their fans in numerous ways- Facebook, Twitter, YouTube and their own official blogs on their Website.  I think this is a powerful trend in an effort to capitalize on their fame while connecting with their fans. 

Lady Gaga’s fast ascent to the pop culture realm essentially happened over night.  I cannot remember any artist in my generation that quickly evolved into a sensation in just under a year. Well, at least an artist with substance.  Lady Gaga’s status is unparalleled partly because of the success she endured with a handful of catchy singles under her belt. Undoubtedly, social media plays a significant part in her rise to fame.

The article “Gaga, Oooh Lala: Why the Lady is the Ultimate Social Climber” points out that her distribution strategy revolves around new media.  When her “Bad Romance” video launched in November 2009 on Ladygaga.com, there was a trending topic on Twitter that lasted for well over a week. This speaks volumes about her status and longevity in the music industry. Fans adore her because they can connect with her through interactive tools. There have been 110 million (so far) views of Bad Romance” since it premiered over a year ago. Shocking? Not so much, have you seen her atrocious outfits? Or should I say lack thereof? She has an invigorating appeal- definitely something that our generation has not seen since Madonna and Gaga plans on using ANY and EVERY marketing/advertising technique to her advantage.

Another artist who has made a name for himself in the music industry is Ryan Leslie.  For years he has produced music for artists like, Cassie, Britney Spears and New Edition; however, five years ago, he decided to focus on his own music.  Unfortunately, when he first entered the music arena, he never received good marketing support for his music, so he chose to take the initiative and rely on his own marketing skills. Luckily, his creativity paid off. He launched Ryan Leslie TV in 2005- a YouTube channel where he started posting his music videos. Currently, he continuously updates his MySpace, Facebook and Twitter pages as a way to connect with fans. Establishing an online presence has enabled him to generate a huge fan base as well as encourage other aspiring artists to make use of social media.

In looking back on the past five weeks of discussion, a term that transcends through every post is accountability. There is an opportunity for any organization or artist to advance if they strategically position themselves away from their competitors.  Consumers of any product- clothing, music, magazines etc expect to receive 100% at all times because they’re investing money and time into something that they think is worthwhile.  Producers should consider this and incorporate innovative ideas into their marketing strategies.

Social media emerged as a huge trend over the past few years and marketers will continue to benefit from this innovative social media tools.  Twitter, Facebook and YouTube have proven to go above and beyond any other type of medium, because of their resourceful features. One of the important aspects of social media is the capability to interact with others-most importantly a target audience.  The integrated marketing techniques in every industry seek to guarantee reliability of messages and the appropriate use of social media tools.   

Hampp, A. (2010). Gaga, Oooh La La: Why the Lady is the Ultimate Social Climber. Advertising Age, 81(8), 42.
http://www.reddoor.biz/ryanleslie_socialmedia/