Blog Post 5: Online verse Traditional Marketing

Online marketing gains strength and popularity every year. Online marketing operates on a digital level while traditional marketing is more analogue. Online marketing is shaping the way we present advertising because it is more accessible to a larger range of customers. More people have access to the internet than any other marketing medium.

The main differences between online and traditional marketing is the way each is presented to the public. Traditional marketing uses more conventional techniques like broadcast and print media, along with direct mail and telemarketing. Online media operates purely through the internet through all kinds of different websites, especially social media websites, with banner ads, video marketing, and Google ads.

Online marketing is more cost-efficient and easier to publish than traditional marketing. Online marketing can gather direct responses from the customer unlike traditional marketing, allowing for more timely market research. Responses to online marketing can be analyzed quickly and changed to meet the needs of the customer more efficiently.

Online marketing is more accessible than traditional marketing. Smart phones and personal computers give us access to the internet from virtually anywhere, and in turn online marketing. The use of smart phones and personal computers has given online marketing the lead in marketing techniques used around the world.

There are some strengths to traditional marketing that online marketing does not have. Traditional marketing is more trusted by the public. Traditional marketing methods like broadcast media, and print advertising has been around for much longer and is more understood. Traditional marketing has been proven to work over a long period of time unlike online marketing that is still relatively new and has less long term research available.

There are pro's and con's to each marketing technique, which is why it is important to use a variety of each technique, new and old. Online marketing is more cost-efficient and has a greater reach, but traditional marketing is more trusted and more easily understood. Using both marketing techniques should generate the best results for a marketing campaign.

FAIR USE/ TRANSFORMATIVE USE 

Every day people get into trouble violating copyright law. Copyright law has always been very strict, but one thing that has always bugged me is that most of the time the people violating the law are not doing it to hurt others, or take credit for their actions, they are just trying to increase their own knowledge on certain subjects and expand their own creative process.

Fair Use, and its even more complicated counterpart, Transformative Use, give people the ability to use previously copyrighted material to create new things without getting into trouble with the law. Kind of. It is not an exact system and the court judges in control hold all the power.

Girl Talk has been using fair use and transformative use to create an entirely new style of hit music. Girl Talk take previously written beats and lyrics and combines them with each other to create something completely new. Well, its new in his eyes, the music industry does not agree.

In my opinion Girl Talk is doing nothing wrong, especially since he is not selling his work as his own. Girl Talk represents the work he is using fairly and admits that it is not his, only that he is using it in his creative process. Why can he not use music in such a revolutionary way? His music makes people happy, it makes people dance and laugh. Why is his process so wrong and what is different about what he does that the people who originally wrote the music were not doing?

The point of music is to make people feel good, laugh, dance, feel. The music industry is just made because the billions of dollars they are already making is not enough for them. The documentary we watched in class about Girl Talk stated four things about the past, the future, and how the creative process is the only thing we have to make a better future for ourselves. Limiting our control keeps us in the dark and kills our hopes at a brighter future.

In 2007, Adobe created an artistic installation on the street in NYC in order to promote it's products. The installation traced peopled movements with an infrared camera, as they walked by. In the video posted below you can see exactly what happens in the installation when it picks up movement from people walking by.

Information and Network Response

I would have to say that the lawI most agree with would be Sarnoff's Law. Sarnoff's law states that the value of a broadcast network is directly proportional to the number of viewers. Another way to define Sarnoff's law is the value of a network increases linearly with the number of people on it. This law can easily be applied to many traditional broadcasting mediums, such as, television, radio, and the internet. 

When looking at the internet specifically, it is easy to see how this network gains value in the way that Sarnoff describes network value. When you look at websites like YouTube or Facebook, the number of likes/views are counted and valued. The more likes/views the website has, the more useful the website can be. This is especially true when those larger websites like YouTube and Facebook count on massive advertising campaigns to create revenue for themselves and the more views that site can create mean more views for that advertising campaign. 

Five years from now I think that people will get their information the same way that they get it today. There will still be newspapers, radio, magazines, and television, but there will be a much larger focus on the internet as a medium. I think that the internet will become a larger focus for us, in news, entertainment, and for education. The news websites that exist now will have an even larger value and will have more influence than ever before. The internet is also growing and is becoming more accessible than ever. I think that this growth pattern will continue growing exponentially upward. 

The evolution of the technology we use today is driving the growth of the internet and crating more and more value for it. The more users on the internet, the higher it's value as a medium for news and entertainment. Technology makes the internet more easily accessible. Inventions such as the smart watch and Google Glass make the internet accessible anywhere you have cell service or wifi. More creations like these are on the horizon, and five years from now I think that every part of our lives will be integrated to work directly with the internet, giving the internet more value than ever before. 

"Generation Like" Discussion Questions

1. Using examples from the documentary to explain these terms "engagement," "interaction," "reach," and "target."

Engagement involves getting people to listen, share, tag, or like something online. Interaction involves getting the audience to participate in in somethings hands on, for example, getting audience members to submit selfies to Pepsi in hopes to be in their Super Bowl advertisement. Reach refers to how many time the audience can share likes with friends on social media. Target is the audience that the advertising campaign is reaching out to.

2. Explain what "Like"ing someone's post on Facebook means to you.

"Liking" someones post on Facebook means that you not only just like that post, but that you also agree with its meaning and would state this publicly to an audience.

3. Does knowing others "Like" what you "Like" influence you? Explain.

Knowing that others "like" what you "like" is important to most people. People like feeling like they are a part of something or they like to fit in.

4. Explain the concept of "influencer."

You influence your friends on social media by liking, tagging or sharing something that has been posted.

5. Explain how marketing Oreo along with a current issue helped thee sale of Oreo.

The marketing Oreo used, gave the product the ability to have a perspective on pop culture. This let the products speak to consumers in a different way.

6. How do companies use social media to advertise?

They see what people like, then advertise to them the products that they liked.

7. How are marketers using social media to build 'brand "trust"?

The more people "like" a brand on social media, the more trust other people will have for that brand.

8. How do celebrities use social media to advertise.

Many people follow celebrities on social media so corporations pay celebrities to advertise their products for them. Companies also use the fame-by-association technique.

9. What is Corporate Sponsorship?

Corporations sponsor people that are popular in their sport, job, etc. Corporations sponsor events and people that draw large viewerships so that they can reach more of an audience with product placement of representation by the person they are sponsoring. People become walking billboards.

10. Are marketers being more transparent or invisible when using technology as described in the documentary?

More invisible. Companies are getting audience to sell products for them by getting the audience to market their products through their own social media.

11. How is the Hunger games plot a lot like advertising using social Media?

In the hunger games, the teens have to be well "liked" in order to receive more sponsorships. Also, the teens (likes) are competing for the adults (advertisers) against one another to become the champion (most popular).

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