To further indulge my previous post, I wanted to mention the adaptation the world of marketing must be taking to compensate for today’s generation of On Demand consumers. The concept of ‘push’ and ‘pull’ marketing was mentioned in class the other day wherein consumers are more likely to ‘pull’ in information relevant to them rather than consider the unrelated advertisements ‘pushed’ onto them.
I mentioned before how with modern technology audiences have the ability to skip over commercials with ease. Most prefer to either stream video content or would rather wait an extra 10 minutes before watching something on their PVR just to avoid commercials. Now that advertisers have a decline in ‘pushing’ their ads onto television viewers, alternative methods must be taken.
Some of these methods include product placement, viral advertising, collecting user information for mobile or internet advertising, etc. Probably the most effective method is tapping into social media. An individual is more likely to try out a product if others say how good it is rather than the creator / company do so. (Of course the company will say it’s great; they’re the ones who made it and want you to buy it.) Advertisers are starting to realize this by cutting down on add champagnes and increasing free samples to individuals that will do the advertisements for them. This may include advocates for that product, well-known youtubers, celebrities, etc. By doing this, they can attract more members of their target audience for fractions of the cost.
It’s amazing how information spreads when you tell one person, who tells three of their friends, who do the same, and it goes on and on. Imagine utilizing social networking mediums like facebook, youtube, or twitter where one advocate sings their praises to your product and their 1000+ friends / subscribers read the post. Then half of them spread the word to their own 1000+ friends / subscribers. I find this form of marketing to be brilliant. I think it annihilates the need for commercials entirely.
The question however remains, how long will commercials stick around now that less and less people are watching them? Have they become a dying breed of advertisements that just refuse to give up? Maybe they continue out of habit / persistence. Though, would we miss them the day they cease to air?
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“Radio killed variety and TV killed radio, and the internet will kill television and it will go on and on.” - Victoria Wood
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Sources:
- http://www.cdf.toronto.edu/~csc300h/winter/12/lectures/Week9.pdf
- http://www.alajrami.com/blog/
Well, honestly I do not watch TV for a long time, and I think internet does have some negative effect on TV stars. On the other hand, it also helps TV stars to explore the internet market, and start to take some step to focus on how to promote themselves on internet. Because the speed of spreading information is way faster than TV. It is consider as a larger platform for them if they focus more on internet instead of TV.
ReplyDeletehttp://utcser.blogspot.com/
First off, thank you for the reply! You raise some valid points regarding television actors and the internet being a larger platform to work with. Personally, I feel the internet has the potential to help television actors by gaining them wider audiences through streaming, though I'm not sure how much revenue the actors can obtain from that. Though, the rate at which their information / awareness can be spread is definitely faster via the internet.
ReplyDeleteHowever, I must add, this particular post was more regarding the decline of commercial impact and general ads on television with the increasing popularity of other mediums such as the internet. The title "Internet Killed the Television Star" was simply a play on words with the hit song "Video Killed the Radio Star" in 1979. I didn't mean to imply television actors are getting any less recognition.
I admit that general ads on TV perhaps are declining as the result of new mediums such as internet. On the other hand, there is going to increase general ads on internet.
DeleteI think that will balence out the influence.
http://utcser.blogspot.ca/
That's a good point. I've actually noticed an increase of internet ads over the past recent years. For instance, I've noticed Youtube seems to be broadcasting more mandatory commercials before allowing users to watch its content. It can be pretty annoying...
DeleteI think advertisers are going more towards Social Networks because of the mass audience they can reach. YouTube has become a big player, it generates a lot of revenue from just ad placement of big companies. It has also become a source of revenue for many people alike - with the partners scheme, where you will be able to get money off each view. Many celebrities are using it everyday to gain popularity and connect with their fan following. With this, I think commercials won't necessarily cease to exist but will take on more new and innovative mediums.
ReplyDeletehttp://panesarj.blogspot.com/
Thank you for that incisive comment. I agree, there is defiantly a mass audience to be acquired from social networks. I support the fact that many members of the community and large companies alike can make revenue from social mediums. They provide ways for the average individual to participate in, and benefit from, the world of advertising. As for commercials themselves, I think they'll persevere and adapt to making any necessary changes.
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