Online Marketing vs. Traditional Marketing
Online Marketing: A set of tools and methods used for promoting products and services through the internet.
Traditional Marketing: Any type of promotion, advertising or campaign that has been used by companies for years. Methods of traditional market include print, broadcast, direct mail, and telephone
Online and traditional marketing are vastly different. This doesn't go to say that one method is better than the other, but both types of marketing cater to their audience uniquely. Traditional marketing targets a mass audience through specific mediums. For example, radio broadcasts reach a large number of people every day. Unlike online marketing, traditional doesn't have as customized of a target audience. Online marketing is better able to cater to specific people. However, it is still capable of a mass approach, such as viral videos.
Enjoy this South Park Clip parodying popular YouTube videos...
When I say online marketing is more specific, it's because the internet is a powerful source through its interactivity. Since online users are interactive, marketers can base what types of products you see, by simply knowing what you have been doing on the internet. For example, I am a New York Yankees fan, so I tend to see a lot of Yankees products when I'm online. It's pretty freaky.
The main advantage to online marketing is its ability to connect with people on a personal level. You are essentially building relationships with marketers, because they find out your interests, and cater to your needs specifically, and efficiently.
On the other hand, traditional marketing is good for exposing you to new things. Since the internet can be so specific, it closes doors to other things you may not know about. Traditional marking is useful in terms of learning about products you may never think to search for.
Fair Use and Transformative Use in Girl Talk
Fair use: Any copying of copyrighted material done for a limited and transformative purpose, such as to comment upon, criticize, or parody a copyrighted work. Fair use can be done without the permission from the copyright owner.
Transformative use: A derivative work is transformative if it uses a source work in completely new or unexpected ways. It's a relatively new addition to fair use law, having been first raised in a Supreme Court decision in 1995.
I'm currently taking an electronic media law and regulations class, where we have done a great deal of discussion on fair use.
The Copyright Act of 1976 states: The fair use of a copyrighted work, including such use by reproduction in copies, for purposes such as criticism, comment, news reporting, teaching, scholarship, or research, is not an infringement of copyright. The purpose and character of the use should be for nonprofit educational purposes, and not be of commercial nature.
Between the Copyright Act and transformative use, it's quite obvious there still isn't a strong grasp on copyright law. It's constantly developing and changing.
Girl Talk Case: "Girl Talk" is an American musician who specializes in mashups and digital sampling. The Girl Talk case coincides extremely well with copyright law. The reason being that you can argue either for, or against, whether or not his works are transformative. Girl Talk technically isn't transforming songs, but rather using samples straight from the original works. Legally, I would argue that this probably isn't a safe bet. Girl Talk doesn't purchase the rights to the music he uses, so I think this could potentially infringe copyright laws. However, Girl Talk seems to care more about the music than the money. One could argue that the nature of his music can be considered fair use.But is the music being transformed? Decide for yourself....
This article strays off the path of what we've discussed in class. It talks about the negative results of interactive media, specifically with smart phones. While interactivity is a good thing, too much exposure to media can be bad. The article talks about multitasking, and how it is making us less capable of focused and personal interactions. The article mentions college students and their media use. That's us! The average college student accesses three media sources simultaneously. This greatly impedes the ability to pay attention. Since I've had a smart phone, I'm going to be honest Abe, and say it's definitely been a distraction in the classroom. It's almost like we're emotionally attached to our phones.
This article relates to internet communication, because we have the internet in our pockets. Phones are now our primary source for internet activity. Interactivity on phones can be measured by successful and popular apps. The more ratings and downloads an app has, the more likely you are to get it. Web design has a lot to do with how successful an app is. Once again, media interactivity can be seen in a positive light. Just be careful to avoid clutter, and multitasking too much.
Information and Networks
1. Out of the network laws we discussed in class, I'd say I agree most with Reed's Law. The law states that the utility of large networks, particularly social networks, can scale exponentially with the size of the network. So, the larger the network, the more likelihood for growth. Social media is based on reach, and eventually connections made. In modern society, you are considered a popular person if you're capable of making a lot of connections. With technology advancing as rapidly as it does, we are seeing the creation of bigger and better networks. Reed's Law makes sense because network potential increases as connections through social mediums increase. An example of Reed's Law would be the mass expansion of social media sites, and how prominent they have become. Heck, even our parents are on Facebook now.
2. Five years from now I think people will get their information primarily through social media and the internet. The reason I say this is because print has been less important since we have computers and smart phones now. Not only is print fizzling out, but even television is starting to fade. Most people use the internet for television now (not illegal streams of course). Why pay for cable when you have the same access to shows and live events online? People will want information on social media and the internet simply because it's quick and efficient. When I think of information, I think of news. I admit that social media is where I see news headlines, but don't get me wrong, there is nothing wrong with that. I think we are shifting to a culture that relies more on quickness and accessibility, rather than large amounts of information at a time, such as in a book. But who knows? A lot of people still prefer old school methods of obtaining information.
Hey gang. My name is Brian. I'm a senior broadcasting major at Appalachian State University. I enjoy baseball, music, and quality movies. For my first blog, I will share this excellent video of my favorite drummer, Darren King.
"Generation Like" Discussion Questions: 1. Engagement is the number of people interacting on social media. It's a form of communication that depends on how well you can capture the audience's attention. You are engaged in content if you are truly interacting with it. For instance, Facebook would likely describe engagement as cumulative number of likes, comments, and shares.
Interaction is close in relation to engagement. It measures the responses among people who are communicating on the internet. An interaction can have a mass, one on one, or individual approach.
Reach is the total number of people that have been exposed to internet content, but more specifically, advertisements. Reach helps advertisers see how successful they have been in connecting with the audience.
Targeting is when you cater to a specific demographic, whom you know will be interested in your product, whether it's a YouTube video, or an advertisement.
Each of these concepts are crucial to modern day society. The internet has the power to expose information to a mass audience. In the documentary, we learned about the YouTube sensation, Tyler Oakley, who created an audience, which resulted in interaction, and eventually reached an incredible amount of people. He did this all by targeting the teen to young adult crowd, which is prominent on YouTube.
2. To me, liking someone's post on Facebook means that I truly enjoy what I'm seeing. I don't use Facebook much, because I don't like reading people's opinions. When I like something it's usually just a funny video, or good song. The "like" button doesn't mean much to me, but I have to admit, it feels nice when people dig your posts.
3. I am partially influenced by knowing other people like what I like. Sometimes it can be a great way to realize you have something in common with a friend that you didn't realize before. Social media is can be see in a positive light in terms of learning about people, and being able to connect with them through common interests.
4. An influencer is a person of high authority. This person uses persuasion to manipulate a mass audience. Basically, people can be influenced to become loyal to certain ideas and brands. When a person of authority uses or promotes something, it will persuade people to follow their footsteps. Influencers are especially prominent in social media.
5. Oreo supported the legalization of same sex marriage by using rainbow colored cream in between those glorious chocolate cookies.
Marketing Oreo with this current issue boosted their sales because they were catering to a popular topic that many people support.
6. Companies use social media to advertise, by using data that is able to advertise products of the consumers interests. Social media can be used to specifically target a certain demographic. Social media advertising also comes back to the concept of likes. Creating an online brand is easy when your product can be liked and shared with a simple click. It's almost a popularity contest. The more likes you have for your product, the more times your advertisement is seen.
7. Marketers are using social media to build brand trust by interacting with consumers in a personable manner. In relation to my last answer, marketers can build trust by being liked. If a large number of people like and support your product, you are making a great name for your brand. The fact that people who are loyal to your brand can also share your social media posts with their friends. increases the chances of your name spreading even quicker.
8. Celebrities use social media to advertise because they know they have loyal fans who will support them. They are already well-known, and their name is a brand within itself. They can use their credibility to advertise. It's common for celebrities to have Facebook and Twitter accounts, which also allows for fan interaction. In the documentary, a girl who was a fan of the Hunger Games, was able to interact with her favorite actor in the film. It must have been a special feeling.
9. A corporate sponsorship is a form of advertising in which companies pay to be associated with certain events. They know if their name is attached to a successful campaign, it will increase their revenue. For example, in the documentary, the kid who made skateboard videos was sponsored by popular skate brands. They knew that the videos were getting a ton of views, which means their products were reaching a large audience.
10. Marketers are very capable of being transparent when using technology as described in the documentary. Marketing is a well planned out strategy, that most audiences are oblivious too. Celebrities even use marketers to increase their fan base. By staying in the shadows, marketers are maintaining a successful approach to what they do. If they are figured out, it will make them less credible. They are just using a little trickery.
11. The Hunger Games plot is a lot like advertising using social media, because people are competing to stay on top. In the Hunger Games, the strongest competitors survived the longest. In social media, the most popular users dominate the weaker ones. Also in the Hunger Games, getting sponsors was a crucial aspect of survival. In social media, as well as the Hunger games, in order to get sponsors, you need to get people to like you. Go Peeta.
