The courtship between Indian films and the Internet is at its nascence.
It's not enough to build 'websites' but promoting them is "Mandatory".
The online medium isn't devoid of 'film', there is many a fan or movie website but at large the industry hasn't lapped up or exploited the medium to its potential.
The relationship is a match made in heaven and the report gives compelling proof that entertainment marketing strategists should incorporate e and m-strategies into their integrated marketing mix.
Entertainment Marketers are missing the mark when dealing with this very interactive vocal community.
It's not enough to build 'websites' but promoting them is "Mandatory".
A lack of know how as to how and when to reach your audience , not knowing the results produced by your website , your content and communication applications and simple tools to help viral growth can be cited as reasons for missing the mark . An Amitabh Bachchan or a Tom Cruise film needs promotion and so does your website!!!! .
Your audience, Your Market: There are 37million mobile users (Source COAI) and 25 million Indians online (Source IOAI). Taking an estimate on the lower side there are 15 million Indians online and another 22 million mobile users that are in the 20-40 age group, a keen movie penchant audience with a sizeable disposable income, and with numbers expected to swell to 165 million (55 million online users + 110 million mobile users) by 2007 will make them an interactive demographic impossible to ignore. Whilst many a traditional marketer has catered to the influence of this growing demographic it was pertinent to show case the importance of integrating Internet and Mobile as medium in the traditional media mix to highlight the new age patterns that influence decision making process.
How can you create a meaningful interactive experience online or on mobile.
It should include:
Information Provision : Providing product and service information - Basic function of a website
Community Creation: Creating compelling content that enhances the experience of the user.
Commerce: Allowing consumers to purchase online
Communication : Providing tools for users to communicate virally & help spread the word to family and friends
Tracking and ROI: Interactive communication whether online or on mobile leaves a specific footprint behind. Measure it, analyze it and use it to enhance the user's experience.
Promotion: Creating interactive marketing communication activities that further the awareness, acceptance and sale of film tickets, film schedules, film merchandise and mobile data products & services.
Source
It's not enough to build 'websites' but promoting them is "Mandatory".
The online medium isn't devoid of 'film', there is many a fan or movie website but at large the industry hasn't lapped up or exploited the medium to its potential.
The relationship is a match made in heaven and the report gives compelling proof that entertainment marketing strategists should incorporate e and m-strategies into their integrated marketing mix.
Entertainment Marketers are missing the mark when dealing with this very interactive vocal community.
It's not enough to build 'websites' but promoting them is "Mandatory".
A lack of know how as to how and when to reach your audience , not knowing the results produced by your website , your content and communication applications and simple tools to help viral growth can be cited as reasons for missing the mark . An Amitabh Bachchan or a Tom Cruise film needs promotion and so does your website!!!! .
Your audience, Your Market: There are 37million mobile users (Source COAI) and 25 million Indians online (Source IOAI). Taking an estimate on the lower side there are 15 million Indians online and another 22 million mobile users that are in the 20-40 age group, a keen movie penchant audience with a sizeable disposable income, and with numbers expected to swell to 165 million (55 million online users + 110 million mobile users) by 2007 will make them an interactive demographic impossible to ignore. Whilst many a traditional marketer has catered to the influence of this growing demographic it was pertinent to show case the importance of integrating Internet and Mobile as medium in the traditional media mix to highlight the new age patterns that influence decision making process.
How can you create a meaningful interactive experience online or on mobile.
It should include:
Information Provision : Providing product and service information - Basic function of a website
Community Creation: Creating compelling content that enhances the experience of the user.
Commerce: Allowing consumers to purchase online
Communication : Providing tools for users to communicate virally & help spread the word to family and friends
Tracking and ROI: Interactive communication whether online or on mobile leaves a specific footprint behind. Measure it, analyze it and use it to enhance the user's experience.
Promotion: Creating interactive marketing communication activities that further the awareness, acceptance and sale of film tickets, film schedules, film merchandise and mobile data products & services.
Source