We are students in Northwestern's Medill IMC [Integrated Marketing Communications] program in a Direct and Integrated Marketing course that teaches social marketing. As a part of our assignments, we need to better establish our professional personas and begin writing blogs on key topics which concern our future professional industries. You can also follow us on twitter using the hash tag #NUSocialIMC. Enjoy!
Monday, November 26, 2012
Televison Expanding To SocialTV
Television content is generating
new spaces for conversation and viewership online and through social media.
Broadcasters are looking for ways to provide innovative online solutions where
viewers can interact and engage with their content and advertising brands.
As a Media Strategy and Leadership graduate candidate
at Northwestern University, I have been able to value how social media helps
connect traditional broadcasting media with digital distribution platforms, providing
rich content to the audience and improving the source of advertising revenue
for all parties involved.
The latest example of this integration came on
November 7th with the announcement made by NBCUniversal, the
broadcaster, and American Express, the financial services group. They are
joining forces with zeebox and yaptv to further develop a “SocialTV" apps for tablets and mobile devices. Through
this platform, viewers will participate in gaming activities, engage in
conversations about their favorite programs, and will interact as consumers
with special offers and rewards for products inspired by these shows. I
recently had the opportunity to listen to Christina Kerley talk to my Direct
and Interactive Marketing class about the relevance mobile devices have in
engaging in every aspects of people’s life, and how companies risk losing
relevance if they don’t quickly align their marketing strategies with “anytime,
anywhere and always-on media platforms”.
For the first time, television broadcasters have the
opportunity to instantly communicate both ways to their audiences; so far
ratings provided data without sentiments. SocialTV provides the opportunity to
listen and gather data that includes comments, preferences and purchasing
behaviors. Thus, media companies can develop effective and efficient marketing
strategies to leverage viewership growth for niche programming. The future is
wide open to expand multiple ways to introduce content in current and future
digital platforms. Marketers should focus their efforts in creating
collaborative strategies to align content and advertising to audience’s social
Huerta is a Media Strategy and Leadership Candidate at Northwestern
University. He has 17 years of experience television as a news executive
producer in Chile. Follow him at @miguelhuerta