Robert Marich Talk about Hollywood having to make changes on the fly!The honorees for Variety Marketing Visionary Awards Presented by Spotify are inundated nonstop with consumer-focused analytics data that sometimes signal advisability of tweaking or overhauling campaigns on the run.
Those data pointers can be consumer search revealing which characters and plot lines resonate (and which that don’t); consumer engagement with early promotions; linger time on creative materials; signup rates; and big data collected from every nook and cranny of cyberspace.Besides the unexpected, Hollywood marketing campaigns usually sequence some planned all-along, late-stage surprises too to keep the audience engaged.
Digital media provide barrels of information from assorted platforms that are meshed with intelligence from traditional media, which are still a marketing bedrock given their wide reach.
They are combined for multi-layered and complex campaigns.Asad Ayaz, president of marketing at Disney Studios Content, held back a reveal for Disney+ hit TV series “WandaVision” to fuel a late-stage consumer buzz.
Read more on variety.com
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