Viral Marketing seems the best promotion method in 21st century, particularly in digital world, but it still has the drawbacks
1) If the trend becomes more and more usual, people would expect all songs should be uploaded on youtube. They may not even spend $1 on music product since they may regard music as a freebee. It won't help records company in long run
2) Youtube is welcome everyone to upload their own video , in this case Lady Gaga's records company has uploaded an official MV on youtube, the MV picture, story, edition is perfect but what if uploaded by someone and post some unappealing picture or motion graphics, it may destroy the song.
2010年7月8日 星期四
Advantages of Viral Marketing
Surfing the internet is almost daily habit to everyone. Therefore, viral marketing has a lot of benefit.
1) Over 1 billion people has seen see Bad Romance mv on youtube, it effectively helps promote the song all over the world in cost effective way. Also nowadays, people like to watch audio plus video, it surely draw people's attention
2) People are easily to see the video on youtube, no matter people are out-of-home, they can still use mobile phone to see the video. On the other hand, there is no time constraints on youtube, that means whenever you want or wherever you are, you can still see the video on youtube. Promotion power is definitely deepened
3) When we see the mv on youtube, we also can post message on the text box, marketing specialist can know or understand the people views or even they can interact with people
1) Over 1 billion people has seen see Bad Romance mv on youtube, it effectively helps promote the song all over the world in cost effective way. Also nowadays, people like to watch audio plus video, it surely draw people's attention
2) People are easily to see the video on youtube, no matter people are out-of-home, they can still use mobile phone to see the video. On the other hand, there is no time constraints on youtube, that means whenever you want or wherever you are, you can still see the video on youtube. Promotion power is definitely deepened
3) When we see the mv on youtube, we also can post message on the text box, marketing specialist can know or understand the people views or even they can interact with people
Case Study: Lady Gaga---Bad Romance MV
Like everywhere, music industry has stepped into a very tough era, nobody wants to buy CD from shop but they will only download the music from internet. Traditionally, the main income of singer is coming from music product. Of course, we cannot alter consumer behavior(i.e download music from internet)
Traditionally, the main channel of promoting a pop-song is using radio. DJ plays the singers song in his/her program, audience can have a chance to listen a new song and hope it can induce the audience to buy music product.
However, in 21st century, this promotion mechanic is obviously not sufficient. Therefore, records company marketing specialist is struggling what methods can be draw the most public attention
Lady Gaga, is the most famous female singer in the world. When she releases new album, her marketing specialist also used viral marketing
Mechanic
3 weeks before releasing album---The Fame Monster, records company has uploaded the first plug---Bad Romance mv on http://www.youtube.com/
Over 3months, the click rate of Bad Romance MV has reached one hundred million* and until May 16 , 2010, the click rate of this mv has already reached two hundred million*
According to the survey, The Fame Monster has sold over 10 million** all over the world. Not only the song itself, the image and fashion in the MV also have a powerful influential to the world. A lot of people send this MV through online forum and social media website. Therefore the song is very popular.
Source * http://zh.wikipedia.org/zh-tw/Bad_Romance
** http://zh.wikipedia.org/zh-tw/Lady_Gaga
Traditionally, the main channel of promoting a pop-song is using radio. DJ plays the singers song in his/her program, audience can have a chance to listen a new song and hope it can induce the audience to buy music product.
However, in 21st century, this promotion mechanic is obviously not sufficient. Therefore, records company marketing specialist is struggling what methods can be draw the most public attention
Lady Gaga, is the most famous female singer in the world. When she releases new album, her marketing specialist also used viral marketing
Mechanic
3 weeks before releasing album---The Fame Monster, records company has uploaded the first plug---Bad Romance mv on http://www.youtube.com/
Over 3months, the click rate of Bad Romance MV has reached one hundred million* and until May 16 , 2010, the click rate of this mv has already reached two hundred million*
According to the survey, The Fame Monster has sold over 10 million** all over the world. Not only the song itself, the image and fashion in the MV also have a powerful influential to the world. A lot of people send this MV through online forum and social media website. Therefore the song is very popular.
Source * http://zh.wikipedia.org/zh-tw/Bad_Romance
** http://zh.wikipedia.org/zh-tw/Lady_Gaga
2010年7月7日 星期三
What is Viral Marketing
Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.
The goal of a viral marketer is to create "buzz" about a product or idea, so that the idea spreads widely. If effective, viral marketing may require very little effort on the part of the propagandist, as the recipients of the message become the primary agents who spread it to other people. Initially viral marketers identify individuals with high social networking potential and create viral messages that appeal to this segment of the population and have a high probability of being passed
Key points
1) Viral marketing is a word-of-mouth marketing but in digitally
2) Effortless to transfer to others people
3) Scales easily from small to very large
Source: The Six Simple Principles of Viral Marketing by Dr. Ralph F Wilson, E-commerce consultant, Web Marketing Today, Febraury 1, 2005
http://www.viralmarketingwiki.com/
The goal of a viral marketer is to create "buzz" about a product or idea, so that the idea spreads widely. If effective, viral marketing may require very little effort on the part of the propagandist, as the recipients of the message become the primary agents who spread it to other people. Initially viral marketers identify individuals with high social networking potential and create viral messages that appeal to this segment of the population and have a high probability of being passed
Key points
1) Viral marketing is a word-of-mouth marketing but in digitally
2) Effortless to transfer to others people
3) Scales easily from small to very large
Source: The Six Simple Principles of Viral Marketing by Dr. Ralph F Wilson, E-commerce consultant, Web Marketing Today, Febraury 1, 2005
http://www.viralmarketingwiki.com/
2010年6月22日 星期二
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