Archive for Advertising

Disney takes on Instagram Advertising

The Walt Disney Company continues to adjust its digital marketing approach with each new product publicized.  Most recently, (Friday November 7th) Disney released its newest animated film, Big Hero 6.  The marketing strategy of this movie is particularly noteworthy because it is among the first to use a new digital advertising tool.  Disney along with the CW, Activision, Banana Republic, and Lancôme are the first companies to use Instagram video ads to promote their products.

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The creators of Instagram (which is owned by Facebook) had been searching for an area in which they could make profit, while also keeping users happy with their online experiences.  For six months, they had been testing Instagram video ads, before they were introduced to the public earlier this year.  Disney’s first 15 second advertisement promoting Big Hero 6, shows the two main characters taking a selfie.

Disney’s Big Hero 6

The digital and increasingly mobile marketing domain is growing daily.  Mobile advertising is also becoming a larger piece of many products marketing mix, including Disney products.  As Stephen Kapusta expressed during a presentation on Luna Metrics in our Digital Marketing class today, mobile marketing is certainly not going away any time soon.  According to his predictions for the future of the marketing industry, increased spending and competition in the digital space are huge factors to consider.  Mr. Kapusta also highlighted that mobile advertising has increased by 81% during this year alone.  It is inevitable that this industry will only grow to be a more powerful force in the marketing sphere.

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In what additional ways do you feel that The Walt Disney Company should be expanding to the mobile market with any of its products?  What is your reaction to the Big Hero 6 Instagram advertisement released by Disney?

YouTube… the Latest in Digital Marketing Trends

The Walt Disney Company is constantly adjusting its digital marketing strategy to the current trends in society.  For example, Disney’s release of Frozen in November 2013, triggered countless individuals to create YouTube videos reenacting musical numbers throughout the film.  Some of these independently created Frozen-inspired videos are linked below.

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  • Disney and Pixar Sings Let it Go
    • Who knew independent performer Brian Hull would attract over 15,962,226 views on YouTube with this creative performance of Disney and Pixar characters singing the popular “Frozen” song.

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  • Let it Go REMIX (Dad and daughter duet in the car)
    • Dad, Billy, and three year old daughter, Blakely, look like they are having the time of their lives in this video (receiving over 13,245,977 views) as they enjoy performing Disney’s “Let it Go”.

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While The Walt Disney Company did not plan or arrange for these people to create promotional videos for their movie, they did so regardless.  In this case, “Frozen’s” digital marketing platform relied largely on unofficial YouTube videos.  Disney is proving that advertising platforms may not always rely completely on a company at large.  By providing viewers content that they are happy with, those viewers often continue to share and in turn provide marketing for that business.

With today’s digital and online cultures growing so rapidly, promotional efforts are continually being focused on sites such as YouTube.  While everyone is now able to product their own content, there are more and more opportunities for everyone to be a publisher.

The Walt Disney Company seems to have embraced this digital marketing trend, by advertising in less traditional forms and allowing viewers to create their own content.  By embracing current trends, Disney continues to be a leader in the digital marketplace.

Digital Disney Dominates

When it comes to knowing how to best serve your customers, the Walt Disney Company is on the top of the list.  Through all of its mediums of family entertainment including its theme parks, consumer products, and interactive online sites. The Walt Disney Company continues to outshine its’ competitors when it comes to customer service and staying up to date, producing the highest quality consumer experiences.

In 2012, Walt Disney World released their “My Disney Experience” website and mobile app.  This innovative and efficient new addition to the Walt Disney Company has since received countless praises.  The website and app enable families planning and enjoying their vacations to view current attractions, character greeting times and locations, restaurant menus and reservations, ride wait times, and more.  The GPS enabled app also allows users to navigate Walt Disney World efficiently and select or modify their “fast pass” experience.

Along with the website and phone app, the Walt Disney Company has released Magic Bands for each customer visiting the Walt Disney World Parks.  These GPS enabled, waterproof, colorful, all-inclusive wristbands serve as your hotel room key, admission to Disney theme parks and water parks, fast pass entrance, Disney photo pass, and credit card connection at dining and merchandise locations.

These new releases relating to a Walt Disney World vacation experience, are all ways in which the company is connecting more with customers and serving their needs directly.  Disney saw families frustrated with keeping track of all kinds of tickets and passes, long wait lines, and planning their trips.  They innovatively came up with solutions, in keeping with their core competency, that serve their customers even more completely.

These digital additions to the 91 year old company are vitally important to its’ continued success in an increasingly digital world.  The Walt Disney Company is staying on top of its marketing engagements by finding avenues, such as “My Disney Experience” to interact with consumers and let them be in charge of their own experiences.  This form of mass customization is similarly imperative to its continued marketing strategy.

In what ways do you think that The Walt Disney Company might increase its digital focus even more entirely to engage in its’ youngest generation of consumers?

Affirmative Advertising in a Digital Age

The Walt Disney Company spent 1.93 billion dollars in 2013 on advertising alone.  While this number seems extraordinarily high in an increasingly digital age, advertising was approximately 31% of the total of 6.14 billion dollars net income for the company in 2013.  The company’s total advertising spending includes measured-media and unmeasured spending.  Measured media consists of magazines, newspapers, broadcast networks, radio, outdoor, and internet advertising.  Unmeasured spending estimates direct promotion through internet paid search, social media, etc.

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In David Meerman Scott’s New Rules of Marketing and PR, Scott is very clear about the shift from sales and interruption advertising to content rich marketing in the increasingly digital market. In particular he writes, “Marketers must shirt their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of undeserved audiences via the web” (Scott, 46).  When looking at Disney’s total spending on advertising, it does not look like they are following the new rules of marketing.  Since 2009, the advertising spending has even gone up, and largely remains the same to today.

BusinessInsider.com records the Walt Disney Company as among, “The 12 Companies that Spend the Most on Advertising”.  This website records Disney’s total advertising spending in 2013 as 1.93 billion dollars and breaks it down as such:

TV: $273 million

–          Magazines: $60 million

–          Newspapers: $92 million

–          Internet: $37 million

–          Other: $1.46 billion

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The Walt Disney Company continues to be a power house in the family entertainment industry today.  Its net income has continuous increased since 2009 through 2013.  Do you think that with its continued spending on advertising in our increasingly digital market, the company will suffer, or end up changing its’ advertising spending habits?