lecture 3 new media & creative industries dec09

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Lecture 3: New Media & Creative Industries

(New!) Media- and creative industries in the online age -

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This lecture aims to:

• Define the concept of creative industries

• Analyze the emerging practices in an increasing participatory media culture

• Analyze the relationship between emerging media/journalistic practices and the creative/corporate communication

• Discuss the challenges internet poses to freelance creatives/communicators

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Creative industries

• Are responsible for industrial production and circulation of culture– Marketing/Advertising – Public relations – Journalism– Art

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Traditional web advertising

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Traditional web advertising

• Banner ads

• Regular search engine inclusion

• Cross-linking

• Listing with web directories

• Email campaigns

• Pay per click (PPC)

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Online ads advantages

• Lower cost

• Targeted

• Greater range

• Fully “track-able”

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InnovationAmazon • traditional marketing techniques +

individualization

Crispin Porter & Bogusky • TheTruth.com

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• Search Engine Marketing (SEM)

– Search Engine Optimization (SEO)

– Paid placement (Pay Per Click)

– Paid inclusion

– Contextual advertising (Google AdSense)

– Keyword advertising (Google AdWords, Yahoo! Search Marketing)

• Social Media Optimization (SMO)

• Surrogate advertising

• Pixel advertising

Contemporary online advertising

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We are going to watch a couple of online ads and marketingcampaigns. On a sheet of paper, please note:

• The technology used • Interactive features• Campaign/ad objectives • Reasons why you think the ad/campaign was successful • Could this be done offline?

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Online inter/creativity2007• Banners gone interactive - VW (Crispin Porter & Bogusky)• Branded content - Doritos & Yahoo! (Yahoo!)• Email marketing - GE ( Hakuhodo I-studio)

2008• Integrated Campaigns - A Fuller Spectrum of News (SS+K)• Mobile advertising - Nike Zoom Mobile (R/GA)• Online Guerilla Marketing - Trevor the Mentos Intern (BBH New York)• Viral Marketing - Hema (CCP), Berlitz, John West Salmon, Eepy Bird

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Participatory media in Web 2.0• Also known as social media:

– Blogs– Photo sharing– Video sharing – Social bookmarking– Social networking – Mobile media

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Types: • Personal • Company /affiliated • Specialized (Mashable!) • Opinion

Blogs

Advertising on blogs? • Popular reads • (In)direct endorsement

PR on blogs? • If of a company - part of the general communication strategy • If a media outlet - opinion• Direct endorsement/critique

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The BlogosphereBy Matthew Hurst

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Types: • Personal • Company /affiliated

Micro-blogging

Advertising on twitter? • endorsements by popular users • direct links to company/product websites/blogs

PR on twitter? • a way of being in touch with a specialized audience• a way of following trends • a way of feeling the pulse

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Social networking• A personal experience • Focused on communication,

friendship, bringing people with similar interests together QuickTime™ and a

TIFF (Uncompressed) decompressorare needed to see this picture.

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Social media

• A place for free expression (within some legal limits)• Celebrity-me? • Traditional broadcasters

– CNN on YouTube– Cronica Carcotasilor on Trilulilu.ro

• Banned offline advertising is allowed online? • Copyright?

– The individual creative enjoys less protection than the recognized or official creative

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Conclusions• The Internet offers a wider variety of advertising/PR opportunities at a

lower cost

• With web 2.0 on the rise, the borders between personal and public are blurred

• Traditional advertising and PR (offline) techniques alone do not apply and are not successful online

• Advertising and PR online rely heavily on consumer generated content– Marketing/advertising is more upstream– PR is facing more variables but also has a wider communication/response

options

lecture 3 new media & creative industries dec09

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