Digital
marketing is a new way of seeing through the eyes of consumers; there is a
paradigm shift accruing in digital marketing versus traditional marketing. It is giving traditional marketing a new life
in a digital way. For independent
filmmakers with limited advertising dollars, digital marketing can increase
your profit margins tenfold using digital media to create a buzz and draw your
audience into your world, creating a successful film debut. According to Rob Stokes “The Essential Guide
to Marketing in a Digital World,” there are steps that need to be taken into
consideration to successfully draw audience for your film, product or service. In his book he expands on the importance of four
strategic processes, they are:
1. Think; simply
put, research, plan and strategize. With
the Internet all three can be accomplished, thus providing vital information on
demographics, market analysis and challenges that need to be addressed.
2. Create;
creating a presence by using posters, website, video, banners, games and
interactive media etc. Creating an
interest so that potential customers in their curiosity will open the door,
become potential customers, and create a Fan base.
3. Engage; use
different avenues to reach out to your most important assets your consumers,
this builds trust confidence and creates a sense of loyalty.
4. Optimize;
analyzing your campaigns is vital to your success, tracking results will tell
you if things are heading in the right direction or changes need to be
accomplished to produce positive results you’re looking for.
These steps can be adapted into any business
venture, product, or service. By engaging
in these steps, an Independent film production company can explore the human
senses targeting groups depending on the genre whether it is comedy, adventure,
action, horror etc. by giving the consumer a sense of involvement, they can
express their emotions and interact with what is offered to them through a
digital platform. An example of this is
Lionsgate with “Hunger Games” where one can interact and get involved in the
revolution and tour the capital itself, provided by Lionsgate on the web.
You see by providing fans access to
the film’s actors, cities, background, film clips through multi media, you are
creating and expanding a fanbase, and Potential consumers to the film’s products
and paraphernalia, regardless if the film is a success or not. The importance of using digital media could
make the difference in a successful small budget film taking off and gaining popularity
versus a big budget film with a small percentage going into advertisement using
traditional methods.
References:
Stokes R. (2008). eMarketing,
The Essential Guide to Marketing in a Digital World, 5th Edition. Retrieved from; http://www.redandyellow.co.za/product/textbook-digital/
Dartnell M.
(2013, Nov 19). How Digital Marketing Campaigns Can Help Hollywood (And Your Business). Retrieved from; http://wallaroomedia.com/how-digital-marketing-campaigns-can-help-hollywood-and-your-business/
