21/10/2015 Can Search play a bigger part in Entertainment Marketing?
Today’s world of marketing largely requires you to combine Paid Media (advertising), Earned Media (word-of-mouth and online Social Media), and Owned Media (Brand websites and other owned content). Many industries are now adopting this approach, but how does this apply to the Entertainment industry, and can Search help to produce more synchronised and effective campaigns?
Entertainment, unlike most other industries, tends to require short and sweet campaigns with an aim to push and remind the public to go and see a film in the cinema, or purchase content with short-term discount incentives. Most advertisers choose to focus on the more visual forms of advertising such as YouTube, Facebook and Instagram whilst ignoring Paid Search. There are two main reasons for this: 1. Text-based ads are not as visually attractive as Display ads and 2. Because the advertising run-time associated with entertainment releases tends to be relatively short, meaning that it is difficult to ensure top ranking positions on the search engine (Google.com).
What advertisers may not realise however, is that Search can actually help to build awareness around the release of trailers and films. Think about it: Google owns 90%+ of all text/video search in EMEA market share, and when people are searching around for specific movie titles, you have the ability to bid on your competitor’s titles to ensure that you show up on these searches.
Search in Entertainment is not about engaging with your audience but merely about implanting your releases in people’s minds so that they become familiar with them. A great benefit of using Search is that you don’t pay for the impressions, only the ads that people click on. This allows you, as an advertiser, to raise awareness and leverage a strong non-branded search campaign whilst giving you full control of the terms you would like to show up on and the ones you don’t. It is this ‘zero wastage’ application that means that Search acts as a triggered response to awareness that has already been built by your marketing.
At Way To Blue we have helped to show our clients how paid support can help to build awareness and sustain engagement between content drops. Each and every piece of content drop helps to escalate some form of momentum and excitement around a new product release. Through supporting a content drop with paid Search we can stimulate the pre-existing awareness to drive potential consumers to either a further engagement with the brand, or ideally straight to a purchase conversion.
As European e-commerce models become increasingly sophisticated in the Entertainment space it is likely that Search will become an integral part of the path to purchase – and it only costs if someone clicks. At Way To Blue we are enabled to do PPC and can consider it across all Entertainment and non-Entertainment brands as part of our wider marketing offer.
Written by Isabelle Zonderland