Discovering Insights for Entertainment Marketing: Opportunities and Strategies
As the landscape of entertainment marketing continues to transform with the advent of transmedia platforms and digital media, it is crucial for marketers to stay updated and informed. This article explores the fundamental aspects of entertainment marketing, provides case studies from successful real-world practices, and highlights the key insights from Anne Zeiser's seminal book, “Transmedia Marketing: From Film and TV to Games and Digital Media.”
Understanding the Fundamentals of Entertainment Marketing
Entertainment marketing has evolved beyond traditional mediums like television and film into a multifaceted field that now includes video games, digital media, and social media platforms. This broad range of media platforms presents both opportunities and challenges for marketers. Anne Zeiser's book, “Transmedia Marketing: From Film and TV to Games and Digital Media,” delves into these issues, providing a comprehensive guide to navigating these complex environments.
A Comprehensive Guide to Transmedia Marketing
Zeiser's book is a key resource for marketers looking to understand and implement transmedia strategies effectively. It is part of the American Film Market Presents series from Focal Press, a respected publisher known for its expertise in the film and media industry. The book is available through various retail platforms including Amazon, Barnes Noble, and iTunes.
Key Insights from the Book
In “Transmedia Marketing,” Zeiser provides a detailed exploration of the different media platforms and how they can be used to enhance the reach and impact of entertainment marketing campaigns. Some of the key insights include:
Transmedia Platforms: The book offers a primer on the various media platforms used in the entertainment industry today, from traditional film and TV to emerging forms like video games and digital media. Case Studies: Real-world examples and case studies are provided to demonstrate successful transmedia marketing strategies, helping readers understand practical applications and real-world results. Comprehensive Companion Website: Zeiser also provides a comprehensive companion website with additional resources, including visual examples of marketing tools, supplemental case studies, and a free e-book titled “Transmedia Platforms.”Using the Book in Professional Settings
The book is already being used by top Hollywood professionals and major film and media schools in the US and UK. This underscores its applicability and value in both professional and educational settings. For professional marketers, the book serves as a valuable reference, offering strategies and techniques that can be immediately implemented in their work.
Conclusion
For anyone interested in gaining a deeper understanding of entertainment marketing, “Transmedia Marketing: From Film and TV to Games and Digital Media” is an invaluable resource. It provides not only the theoretical framework but also practical insights through case studies and real-world examples, making it a must-read for anyone in the entertainment marketing field.