Readings 5: Digital Marketing & Viral Media

The definition of marketing, approved by the American Marketing Association Board of Directors,  is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. So how does one market products or services online?

It took advertisement firms a while to strategize and come up with different ways to market products and advertisements online. They had to start thinking differently, more creativity. In the article “YouTube Ads Turn Videos Into Revenue” the executives came up with a clever plan. They came up with a plan that not only protects them from breaking copyright laws, but it also brings in profit. Google owns YouTube. I did not know this until the article, but in 2006 Google bought YouTube for over a billion dollars. In 2010, 90 percent of Google’s revenue was Ad searches. YouTube have become widely successful because of their marketing plans. They have made agreements to share half of their profits with their sources. What does this mean? It means that when videos are viewed, half of the profits from the video are given to YouTube and half go to the creator of the video. It is a win/win situation.

Alec Brownstein hit the nail on the head when he marketed himself to get a better job! The article, “For the Love of Google: Landing a Job with Search”,  tells the story of how Mr. Brownstein landed his dream job. He captured the attention of his current boss by purchasing a Google ad that connected to his bosses name. When his boss Googled himself Alec’s Ad popped up and got his attention. It was truly genius!

One of the other topic in this weeks articles is Viral Media. Old Spice is a perfect example of successfully making Viral Media. In the articles “How the Old Spice Videos Are Being Made” and “Old Spice Campaign Generated 35 Million Video Views in 7 Days” explains their marketing and sharing strategy. Old Spice wanted to answer their fans question from the social media sites. They came up with a very successful plan. They made short entertaining videos to do so and within days, the videos became viral. It gave the “Old” Old spice fans questions to their answers but also made “New” Old Spice fans! Over 35 million people viewed and enjoyed Old Spice’s 186 videos. Their YouTube page was the 3rd most viewed channel on YouTube. Nice job Old Spice!

When creating advertisements the first question ad executives ask themselves is ‘how can we reach the most amount of people?’. They want their ad’s to be seen and they must think of the most effective way to do so. The articles ” ‘Consumer’ or Multipliers’ ” and “How Spreadability Changes How We Think About Advertising” makes us think about this topic. To my understanding, Viral,  raises the question ‘To How Many’? How many can the content be seen by? Spreadable deals more with the importance of  what form the content is in, how the content appears, and whether people want to share the content based on the meer appearance of it.Designers need to ask themselves, do they go in a Viral Direction or a Spreadable one?

Since the online world became more popular than the real world Advertising took the back seat to Product Design. A perfect example of this is the online world called Second Life. It is an online game where real people make avatars of themselves and life a separate life online. So, like any other social networking site, Second Life encouraged Advertisers to create Ads for the new world. Advertisement firms totally bombed because the Ads came of as “boring and unimaginative”.

In 2009 MTV launched a campaign that shortly caught the attention of thousands of people. They teamed up with foursquare, a popular “checkin” site at the time, offering a GTY (Get Yourself Tested) badge. On foursquare people were checking into every place they went. The more places you check into the more badges you collect. The GYT badge was simple to receive. All you had to do was check in at STD testing center. Sounds simple right? Two questions immediately popped into my head. 1. Who would check into a STD testing center? 2.Who wants the world to know their every move? (What is the point of Foursquare?)


The Get Yourself Tested Badge from  Foursquare:



Some Questions to Think About:

1. Alec Brownstein marketed himself in a humerous, clever way. How would you market yourself?

2. Other than series of short films, what is another way companies can catch peoples attention?

3.If you were to design an Ad would it be more important to you that your Ad went “Viral” or if it was “Spreadable”?

4. Have you joined Foursquare? Why or why not?


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