Mowing the Digital Landscape

As we’ve explored over the past nine weeks, emerging and new media can and should be included in your integrated marketing communications mix. Leveraging the power of the Internet, Web sites, social networks, 3D virtual worlds, blogs, streaming media, and mobile devices are just a few of the ways that marketing professionals can build brand awareness and increase their company’s bottom line.

Just as important as considering these tactics is that you don’t lose sight of your target audience. There is not a one-size fits all solution out there when it comes to emerging media. In fact, the ability to segment and then target is one of the benefits of the media discussed in this blog. Engage your audience with sincerity and in a responsible manner, and the likelihood of them responding to your message will be much improved.

Finally, it is imperative that your virtual presence be consistent with how you portray your brand in more traditional media. You don’t want to confuse your audience, nor give them mixed messages about whether or not your product is for them.

An example of putting it all together is when ABC built an integrated marketing plan during the launch of their hit show, Lost. Prior to the debut of the pilot, ABC previewed the show to a group of 3,000 at the annual Comic-Con convention in San Diego. At the same time, a series of “unofficial” fan sites were produced on the networks behalf, building buzz for the new show. Commercials for Lost were aired during other ABC programs to reach viewers that may not have been privy to some non-traditional tactics being implemented. To cap it off, ABC organized a publicity stunt that included the dropping of 10,000 plastic bottles on the beach with a note inside that read “I’m Lost. Find me on ABC.”

The results of this IMC campaign? Lost became one of the top three rated shows in every market it was aired, as well as the fastest-selling TV series in Buena Vista International Television’s history. Last but not least, Lost won the 2005 Emmy Award and the 2006 Golden Globe Award for Best Drama Series. While credit for the show’s success must also be given to the writers, producers, and actors, there is little doubt that ABC’s IMC efforts (which included Web and buzz marketing) enabled the show to get off the ground running.

It is my hope that you are able to implement some of the tactics that I’ve discussed in this blog in your own marketing campaigns. While most of us will not have a chance to work on an Emmy award winning program, with a budget the size of the GDP of Uruguay, we can all find ways to better engage our audience. Best of luck in your efforts!