Media marketing is a concept that has been correctly defined only once in Polish literature. Also, misleading studies abound abroad. In order not to get lost, we present a compendium of knowledge on this subject, taking into account trends in the latest media.
What is media marketing?
This concept covers media marketing, that is:
- radio,
- press,
- television.
In some classifications it is also added to them books, custom publishing or cinema. Today they come to them as well new mediaabout which you can read later in the text. It is about marketing activities that the media undertake for their own use. In this case, they become both the transmitter and the content of the message. This is a unique situation when marketing communication channels they inform about ... themselves. Cross marketing sometimes takes place within media groups when the radio informs about a new book, TV promotes a newspaper, etc.
The concept of media marketing is often confused with both media marketing and even social media marketing, which results mainly from the breadth of the terms "marketing" and "media" in English. So far, Anna's book has been written in Poland Juchowicz-Ginalska "Media Marketing", which is considered to be the most comprehensive study of this topic. However, it must be taken into account that it is over 10 years old, and in the world of media as well as modern marketing - eternity. Hence this study, which goes beyond the scope of that work.
How to effectively use media marketing?
This form of marketing has several different target groups. So there will be different elements communication strategy addressed to:
- audience (viewers, listeners),
- other media,
- business environment: partners' shareholders,
- employees - internal marketing.
The target audience strategy is to encourage them to watch, listen to and subscribe to the media. The strategy targeting other media is not just that Corporate PR for the needs of the competition, but also communication with the industry media, such as the Press portals or the virtual publisher.pl in the printed press industry. Such media are still important because they are read by people from the industry - both from the business environment, from the competition, and from within the company.
According to Anna Juchowicz-Ginalska, media marketing consists of:
- product,
- price,
- distribution,
- special offer.
So although it may seem that media marketing is nothing else than PR activities related to a specific media station or group, in fact public relations is only an element of promotion, i.e. one of the components of media marketing.
Media marketing in Poland
When we talk about media marketing in Poland, we have to separate two spaces. The first is the world of media concerns. They have efficient promotion departments. Marketing communication is easier in them because they usually have many titles or stations in their portfolio, which increases the power of the message. A separate topic is media marketing in smaller media - local and niche. Here, there is often no basic understanding of the mechanisms governing PR or marketing. In the strategies of large media houses, on-line and off-line channels usually work together, additionally supplemented with outdoor campaigns, events, etc.
For example, TVN has annual revenues of approx. PLN 2 billion, of which TVN Digital has recorded last time over 7 million PLN of proceeds. In turn, Gazeta Wyborcza's online revenues are 24 percent. entire newspaper receipts. In regional and smaller media, online influences are often marginal or the transfer of content to the digital environment has not yet started. Meanwhile content marketing on the web, suitable recycling of content whether the activity in social- the media can quickly build a newspaper or television position that was previously completely absent from online.
This is especially important if a given medium is going to constantly reach the youngest recipients, most of whom do not use traditional media, but use their smartphones for news. The dynamics of changing these habits is as high among them as in Western Europe, and it will only accelerate with time.
Interestingly, large media concerns in Poland have been using media marketing from the very beginning. What's more - with successes that are still quoted in marketing textbooks today. These include, for example, a concert tour of the RMF FM radio Inwazja Mocy. It has been organized since 1995. As part of it, apart from free star performances, there was also the biggest performance of a musical group in the history of Poland - the Scorpions group. In a similar way, Polish Radio Program I published compilations Summer with Radio since 1995. Their expenditure reached 100,000. copies.
Marketing of new media
The term media marketing refers to advertising radio, newspapers or television. Digital reality has changed this landscape a lot. First of all, now this form of promotion also includes the marketing of paid on-line packages offered by the TV station or newspaper on its platform.
In addition, not only portals have appeared, but also numerous enterprises and conglomerates operating at the interface between e-commerce and the media. A weekly website may have ties to a large online store and a seemingly independent portal, each fueling the media marketing of the others.
Therefore, when operating in the network, you have to take into account slightly different ones elements of marketing mixthan with traditional media marketing. Assuming that social media is also media, we get a completely different reality in which they conduct media marketing with the hands of their users. They themselves create and promote the content on the portal. If you operate at the crossroads of the online and off-line worlds in the media industry, it's easy to get lost in it all. We recommend our media marketing consulting services if you want to start promoting yourself successfully online and offline.
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What role does the internet play in media marketing?
New media is a concept that appeared in the 1960s and has a special meaning in marketing today. By definition, new media are users who can act as both senders and recipients, interactivity, relocation, multiplicity of uses and openness. This definition is perfectly suited to the Internet, which for many people is now an alternative to traditional media (radio, television, newspaper).
Media marketing must constantly evolve, grow and go in a direction in which it can find new audiences. The Internet has become another source that allows you to reach for new marketing tools and techniques, gives you the opportunity to expand and deepen the offer that is usually used in media marketing. With its use, you can increase distribution, it also allows you to create free archives, but most of all - it is great for working on the brand image. This is not the end of the advantages, because the Internet guarantees great comfort for the recipient in the context of the time and place of purchasing media.
We are not obliged either by the time or the location, and we have access to everything at the level of a telephone or computer. In turn, for companies it is a great opportunity to appear globally. There are no borders in the network, an entrepreneur can operate in Poland and offer his services on another continent. It also has the advantage over the old media that it gives the opportunity to express opinions, which is especially important for a modern internet user. A company may have real contact with its recipients via social networks, and in some cases the Internet allows them to invite them to co-create content.
It should be noted, however, that despite the enormous opportunities that have emerged with the advent of new media, this does not exclude the use of more traditional media. The Internet can be treated as a complement to marketing activities or the only path. It should be noted, however, that resignation from media marketing via radio or television is a certain limitation of the possibilities. The best results can be achieved by targeting both the web and traditional media.
Media marketing promotional techniques
Media marketing is a very broad topic and therefore can be used in many different ways. The first step that every entrepreneur should take should be to define the media in which they want to promote and how they want to shape their image. The group of recipients they want to reach is also important - their age or location. For many companies, the budget is also important. Some of the promotional techniques require much more money than others. Once you know the answers, you can consider choosing the right promotional techniques, and we have several of them.
- An advertising campaign is one of the most common and still used promotional techniques. Its purpose is to influence purchasing decisions and consumer behavior. The campaign is a long-term activity, and each of them is closely related and occurs on a specific date and sequence.
- PR is another promotional technique in media marketing. It is difficult to indicate specific activities here, because there are many of them, but each of them is aimed at building and improving the brand image. Public Relations is a great complement to traditional marketing and allows you to operate on a much larger scale. Specialists in this field know very well how to implement a communication strategy to achieve the set goal and manage information.
- Creating brand ambassadors is a good way to positively influence your company's image. The brand ambassador speaks positively about it and increases its credibility. Such a person can also inform about new products, encouraging them to buy or providing support in situations when the company is going through a crisis.
- Events are a slightly less popular but equally effective promotion technique. Although it will not work for every company, where it can be used, it brings a lot of benefits. Events can be open to all interested or closed and limited to invited people only.
These are not the only promotional techniques, we can also mention the possibility of establishing cooperation with show business, competitions, media patronage, involvement in social campaigns or participation in fairs. The choice is considerable, but the measure of success will not be the quantity, but the quality of promotional activities.
Media product
A media product has two components: the medium and the content. In the case of the former, the carrier will depend on the medium: in the case of television, it will be a TV set, and the Internet - a device that enables browsing the web. The content can take two forms: tangible and intangible, the exception here is the Internet, which can combine two forms of content. What types of media product can there be?
- Press - this includes magazines, information and journalistic articles as well as all kinds of advertising and self-promotional elements.
- Radio, among others: advertising and self-promotional blocks, framework programs, program bands or interaction with the listener by organizing competitions or talks.
- TV, which offers similar possibilities as the radio, but apart from sound, we also have an image.
- Internet - form, mail, websites, Internet radio and television, promotional or sponsored blocks.
If a media product is to guarantee any value to the company, you need to think about adjusting its content to the expectations of the recipients. Don't have time or don't know how to do it? Get support - PR agency will advise or comprehensively deal with this area for you.
Media distribution serves many important purposes. It allows you to disseminate information in the best area for the broadcaster and duplicate this content, and at the same time offers enough ways to adapt media distribution to specific media and recipients' needs. Media distribution is a very important element of media marketing, because it allows you to provide customers with a product in such a way that they feel satisfied with having it, and thus gain their loyalty.