The age of marketing has extremely changed through social
media and the Internet. With huge marketing tools like YouTube, Facebook,
twitter, Instagram, etc. the industry has expanded to a totally different level.
The entertainment industry uses these marketing tools to attract their target
market. Association to brands has also become a major factor when it comes to
marketing. Song like the “ 5 dollar foot long song” for the subway chain and
Jennifer Hudson as the face and voice of Weight Watchers, all give brands something
that consumers can associate the brand with making it more personable and
marketable. Entertainers and musicians use their credibility as marketing tools
as well. Many receive endorsement deals, join charitable causes, and create a
following based upon the respect they receive from their fans. The definition of
a leader is a person or thing that guides, conducts, is at the head of, or
leads. (Dictionary.com). Entertainment marketing and marketing in general gives
leaders an opportunity to promote and advance a product, cause, or face for
people to follow. Whether you follow someone on twitter and Facebook or you
watch or subscribe to his or her YouTube channel. It all creates an association
with a brand whether it be that specific person or thing.
There are also things like product placement that are used
as a promotional avenue for business. For example, when watching your favorite
television sitcom, you notice that your favorite character on the screen is
typing on a MacBook computer. This gives the viewer the idea that MacBook are a
popular computer and maybe when considering to invest in one, the apple product
might be a good choice. Product
placement is used a lot as a marketing tool. Many companies choose favorite
cable and local network television to promote products in a non “commercial”
way. If consumers already have an association to the product this creates a
brand loyalty that will hopefully make the consumer want to continue to use and
purchase the service or product.
Of course with so many people jumping on these new marketing
crazes the way to stand out would mean to be versatile and creative. Lady Gaga
is an international sensation not just because she makes great music but also
because she stands out and makes a statement every time she steps out into the
spotlight. She is the perfect example of what it means to brand yourself and
make your name associated with something whether it be a sound or a look.
So where do we go from here? The marketing industry,
especially the entertainment industry will find new and innovative ways to
market artist and products. With a decline in record sales, marketing,
especially when it comes to a new artist is impertinent because it can make or
break someone’s career. Social media has taken it up a notch so it should be
exciting to see where it goes next.
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