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Home » Hacking News » *sigh* Let's put more ads on the internet!

*sigh* Let's put more ads on the internet!

by Majik on September 6th, 2001 Entertainment marketers are missing the boat by not making better use of the Internet's buzz power and putting too much stock - and money - into creating flashy Web sites for movies and other new offerings, researchers have found.
Little-used online marketing practices hold promise for filmmakers, booksellers and other modes of entertainment, said Forrester Research [NASDAQ:FORR] in its report, "Bigger Hits With Net Marketing." The report details online strategies that Forrester claims can double book sales and boost movie box offices receipts by $15 million.


All that could happen by shifting a tiny 1 percent of a marketer's Internet promotion budget to word-of-mouth efforts, the report said.





"I think there's lots of discussion out there for word-of-mouth and buzz marketing," Forrester analyst Eric Scheirer told Newsbytes, "but to me it's more about controlling it and managing it. There's really much more you can do."





Marketers should spend more of their Web dollar on accelerating word-of-mouth, or in the industry parlance, "viral marketing." They should fostering online discussion and hastening the consumers' buying cycle, the report said.





"Traditional word of mouth is sluggish and limited to the number of people each individual knows," said Scheirer. "But a single Internet post has the potential to instantly reach thousands of people worldwide who can respond online in addition to telling their friends."





Studios should centralize core fan groups to engage more directly with the audience, Forrester said. "Build a special part of the movie’s Web site that contains reviews, discussion, merchandise, and invite-a-friend promotion," according to the report.





Even naming highly motivated, core fans as ambassadors to generate Web buzz would work better than, say, Web sites promoting specific movies that Forrester believes lack the information needed to generate buzz. Promoters would provide these ambassadors with material to spread around the Web.





The report said fancy Web sites that commonly cost $200,000 to create often frustrate consumers who are simply seeking information about an entertainment event.





"Movie Web sites are somehow intended to be a reflection of the experience you get when you go to the movie," Scheirer said. "The Internet is a different medium" that people go to for information, not to be entertained.





In interviews with 21 top entertainment companies, Forrester found that marketers are struggling to use the Internet to its full potential. They employ Internet strategies when they feel the demographic match is right, but don't expect much. A third of entertainment companies don't believe that Internet marketing is important, few spend much money on Web promotion and don't know how to gauge results anyway, the study found.


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