ENTERTAINMENT MEDIA

Like its marketing cousin, the entertainment industry remains in a state of nearly perpetual disruption. Given entertainment's increased role in the marketing ecosystem, marketers can only gain by staying abreast of the changing tide in entertainment culture and technology. Of course, this is easier said then done.

Whatever business you think you are in, you are now in the entertainment industry—and most marketers are ill-prepared.

It used to be so easy. We would simply buy up media space, interrupt people’s favorite TV show or magazine, newspaper, song, or news and beat them over the head with high rotation, repetitive sales pitches until they just gave in!

Digital marketing in the entertainment industry presents an opportunity for executive marketers to use analytics to prove the ROI from their efforts.

Social media and the entertainment industry have a strong love-hate relationship. On the one hand, social media has stolen much of the audience that used to watch TV, go to the movies and read books. Social media simply takes loads of our leisure time. It also has YouTube, which is right on your laptop and 100% free. YouTube viewership is much higher than that of any TV channel. On the other hand, social media is a Holy Grail of marketing for the entertainment industry. Before social media, it was just the word-of-mouth that did all the advertising. Now the opportunities are huge.