Tuesday, August 08, 2006

Marketers Need to Be Five-Tool Players

Having a creative pitch or stellar product isn't enough anymore. To fully succed in marketing online, you must master the emerging interactive options.

For example, social networking is becoming part and parcel of promoting films and products, and the new documentary The Ground Truth is taking the concept to a new level.

The Focus Features film follows American soldiers deployed in Iraq from their initial recruitment through their reintegration with society. Focus Features is creating a social network space on AOL's new AIM Pages area that will feature the soldiers who star in the film, and AOL hopes that many veterans will also create pages to share their experiences.

The companies should also encourage veterans to vlog about their battle experiences or reaction the film as well, which would create instant viral videos to promote the documentary, which is also being released on DVD.

Community drives word of mouth marketing, and encouraging users to generate their own content around a product (in this case a film) can do wonders for exposure. Incorporating new media strategies such as interactive video ads and working with bloggers are becoming requisite talents for marketers.

Found via MediaPost.

By John Gartner at 02:09 PM | Comments (1)

(1) Thoughts on Marketers Need to Be Five-Tool Players

With your thoughts in mind, it is also the fear of Hollywood that the vlogs will become the show itself.

MTV's deal with Google is showing that the studios must engage the new media.

Citizen journalists do greatly enhance and create interest in projects, as you say.

Comments by Gary Bourgeault : Tuesday, August 08, 2006 at 07:59 PM

Post a Comment

Name:
Email:
WebSite:
Comment:
Remember Me
Subscribe