Marketing in the digital era requires organizations to embrace the use of digital media as a marketing tool. Digital media, such as podcasts and videos, enhance marketing outcomes. This paper discusses some media assets, effective video elements, and the benefits of using of podcasts in marketing.
Science World Media Assets
Science World uses various media assets for marketing, such as billboards and artwork displayed as guerrilla advertisement placements. The most dominant media asset the organization utilizes is marketing billboards that give customers an exciting fact. These facts create attraction, which eliminates the need for marketing campaigns to target the customers’ attention. Science World also thoughtfully places artwork on sidewalks or streets, such as a car that demonstrates the size of a blue whale’s heart or a litter box that a tiger can supposedly use. Providing an objective view creates a lasting impression on the consumer. The organization also uses clever photographs that exhibit the literal impacts of some subjects, such as human allergies to mosquito saliva (Twisted Sifter, 2012). Guerrilla marketing is effective since it targets consumers’ emotions (Behal & Sareen, 2014). The marketing strategy is surprising and eye-catching, cultivating customer attraction.
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Elements that Make Videos Effective
The increased use of digital media has resulted in shrinking attention spans. Consequently, marketers target the development of short and captivating advertisement videos (Subramanian, 2017). One of the most effective elements in making advertisement videos is keeping them as straightforward as possible, such as the Dove advertisement video. Another factor is the use of contrast and imagery that leaves a lasting impression. For example, in the Dove advertisement, the video contrasts the model without her makeup to a photo of her after makeup and photoshop. The dramatic differences create a lasting impression in the viewer’s mind (Piper et al., n.d.). Some videos also use irony, which creates a lasting impression in the human brain. One such video depicted that the US president did not know how to close an umbrella, contrary to previous assumptions (Dockray, 2018). The old spice advertisement uses repetition to enhance attentiveness (Old Spice, 2010). Additionally, the video uses hyperbole and puffery. These two elements yield higher ad liking (Stern & Callister, 2020). Utilizing the mentioned elements encourages brand awareness and loyalty, thus increasing the customer base.
How Businesses and Personal Brands Can Benefit from Podcasting
Embracing podcasts as a marketing tool is gradually gaining popularity since it allows niche content delivery to targeted audiences. Using podcasts enhances aided and unaided brand recall (Sellas & Solà, 2019). Podcasts allow personal brands to personalize their products, increasing customer correspondence. They also facilitate access to high profile people, which might assist in the recruitment process. Lastly, podcasts can increase businesses’ or personal website value (Jannatpour, 2015). These benefits create a competitive advantage in businesses that embrace the use of podcasts as marketing tools.
Conclusion
Businesses should embrace digital media as a marketing tool since it is convenient and allows more personalization of products. For example, more businesses should embrace podcasts to enjoy the varied benefits associated with the tool. Science World uses guerrilla marketing by utilizing artwork and billboards. The elements that make a video interesting include imagery, repetition, hyperbole, irony, and puffery. These elements increase advertisement attentiveness and liking.
References
Behal, V., & Sareen, S. (2014). Guerilla marketing: A low-cost marketing strategy. International Journal of Management Research and Business Strategy , 3 (1), 1-6. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.740.4898&rep=rep1&type=pdf
Dockray, H. (2018, December 1). The best viral videos of 2018. https://mashable.com/article/best-viral-videos-2018/#XN1nJniqKaqI
Jannatpour, M. (2015, April 15). Podcasting to build you brand . National Association of Realtors. https://magazine.realtor/for-brokers/network/article/2015/04/podcasting-to-build-your-brand
Old Spice. (2010, February 4). Old spice: The man your man could smell like [Video]. YouTube. https://www.youtube.com/watch?v=owGykVbfgUE
Piper, T. (n.d.). Dove evolution [Video]. YouTube. https://www.youtube.com/watch?v=iYhCn0jf46U
Sellas, T., & Solà, S. (2019). Podium Podcast and the freedom of podcasting: Beyond the limits of radio programming and production constraints. Radio Journal: International Studies in Broadcast & Audio Media , 17 (1), 63-81. https://doi.org/10.1386/rjao.17.1.63_1
Stern, L. A., & Callister, M. (2020). Exploring Variations of Hyperbole and Puffery in Advertising. Journal of Current Issues & Research in Advertising , 41 (1), 71-87.
Subramanian, K. R. (2017). Product Promotion in an Era of Shrinking Attention Span. International Journal of Engineering and Management Research (IJEMR) , 7 (2), 85-91.
Twisted Sifter. (2012, October 15). 25 Billboards with Fascinating Science Facts . https://twistedsifter.com/2012/10/billboards-with-quirky-science-facts-science-world/
