David Meerman Scott’s New Rules of Marketing and PR includes, “People want participation, not propaganda” (Scott, 46). This is referring to the shift from interruptive, passive marketing to fresh and interactive marketing of today’s digital market. The Walt Disney Company abides by this rule, and has developed an entire department to do exactly that. With the additional division, the organization intends to intimidate competitors with its online interactive presence.
The Disney Interactive branch of The Walt Disney Company focuses on creating shared content for all of its’ digital media platforms.
“Disney Interactive is one of the world’s largest creators of high-quality interactive entertainment across all current and emerging digital media platforms. Products and content released and operated by Disney Interactive include blockbuster mobile and console games, online virtual worlds, and No. 1-ranked web destinations Disney.com and the Moms and Family network of websites.” (http://thewaltdisneycompany.com/about-disney/company-overview)
An example of this interactive online experience is the online magazine, Babble. (http://www.babble.com/ ) This website allows young parents to connect with others and engage in blogging about similar child-raising experiences. It is an interactive outlet that caters directly to the young parents of today.
Scott’s rule about customer participation proves to be extremely applicable to Disney, in the sense that they have tried to engage in the digital market in order to stay current and accessible in a changing world. Unfortunately, this rule does not seem to be growing and providing as much as one would expect for The Walt Disney Company. While Disney Interactive is still a very small sector of The Walt Disney Company, the gaming and web division has been a continued drain to the overall organization. (http://www.nytimes.com/2014/03/07/business/media/disneys-game-and-internet-division-cuts-one-quarter-of-its-workforce.html?_r=0)
Do you think that Disney Interactive is a necessary addition to The Walt Disney Company? Or is there a better outlet for the organization to connect with the online market and interact with its consumers?