Marketing experts in entertainment business need to incorporate innovative, cutting-edge technologies into their Digital Marketing Plans. It is imperative in this day and age, with the advent and ascension of Social Media, for entertainment business industry professionals to stay competitive. Digital Marketing has transformed the way those who direct marketing campaigns funnel their advertising efforts and dollars. One of the fastest growing areas of digital media is video content both on the desktops as well as on mobile devices. Digital marketers in the Entertainment Business industry should consider using video in their digital advertising campaigns as a way to create engaging content for viewers/consumers.
Let’s compare two digital marketing campaigns in the Entertainment Business industry that incorporate video.
Full Sail University wisely utilizes video components in its website as part of its digital marketing campaign.
Wells Fargo Center for the Arts has a sporadic online video presence.
Each video is effective in its own way. The video for Full Sail University is a great example of a digital marketing campaign. Creatively speaking, by using interesting graphics combined with enthusiastic actors portraying Full Sail students, the video content scores an A+ in my book. The call to action is subtle as the viewer watches the two students pull down the “screen” which displays the contact information for FullSail.edu.
The video for Wells Fargo Center for the Arts is really a commercial for a Kathy Griffin show that took place at the venue a few years ago. The video clip alludes to another show that was videotaped previously at the Center for the Bravo network. The call to action within the video tells viewers how to purchase tickets. Wellsfargocenterarts.org can benefit from a regular and consistent video component as part of its digital marketing campaign. Featuring upcoming shows, as well as patron “testimonials” in addition to other aspects of the non-profit arts center; such as, the opportunities within the Business Partnerships and Community Rentals department and telling the story of the 30,000+ schoolchildren who attend live performances each year can help reinforce the brand identity.
Entertainment Business industry professionals need to understand the importance of an effective digital marketing campaign and take steps to keep content fresh in order to engage consumers. Key Performance Indicators (KPI) for digital marketing campaigns are both the number of clicks and also the amount of time each unique user spends on a website.
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