Marketing Chiefs Talk Digital vs. Linear, Tighter Budgets and Scoring Viral Successes: ‘TikTok is Ground Zero Right Now’
variety.comCynthia Littleton Business Editor When it comes to entertainment marketing, TikTok is the new “ground zero.” That was among the views expressed by a panel of five top film and TV marketing executives held Wednesday as part of Variety’s Entertainment Marketing Summit at the One Hotel in West Hollywood.
The lively conversation, moderated by Claudia Eller, Variety’s chief production officer, touched on the challenge of working with shrinking marketing budgets, the need to create bespoke content for an array of platforms and the thrill of scoring big with earned media and word of mouth.
But the discussion became the most animated when the group discussed the outsized role that TikTok now plays in spreading the word on entertainment content. “It’s democratized the ability for anyone to have a voice.
It has exploded the entire space wide open,” said Christian Parkes, chief marketing officer for Neon. “It’s a place where we’ve shifted a lot of our investment and our advertising dollars there.
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