TV, Radio, Magazines, Newspapers, Billboards, Websites, Google, Youtube, Myspace, Facebook, Twitter, Blogs … Britney Spears is everywhere! Her new album, new single, and new world tour need promotion. She and her staff have wisely used offline and online channels to advertise them. Let’s talk about her online campaign to see how her staff applies the basic e-marketing concepts.
Listening is to monitor your customers’ conversations between themselves. Is to listen to their needs and wants from a trustable source of information. There are lots of websites and forums dedicated to the pop star on the web. Spears’s staff follows the most important webs to know and “listen” the customers, what do they want and what do they expect. They have updated surveys that could be useful for choosing the tour “set list” or the next single.
Talking is to stimulate conversations between customers and participate on them giving subtle messages. Britney’s official website (britneyspears.com) has a blog. On this blog, Britney’s staff members post news and messages, and they can receive feedback with the followers’ comments. By providing a space for communication they are “talking” directly with the customers and this is helpful to “engage” them. In addition, she has facebook and twitter accounts to “talk” with her “friends”. Actually, on the website they have a “friend Britney” banner where all the links to add her to your social network.
.
Energizing is about promoting your product/service with your enthusiastic customers’ help. Britney’s site is using energizing too; it has an application for buying tickets for the tour that can be added to Social Network’s accounts. They added a “grab it” tag to it. With these they are encouraging her fans to place it on their sites, so other fans can see it. Using energizing they want to increase the sales and advertising for free.
Customization/individualization is when your product or service satisfies individual needs, and costumers feel important because they perceive it as unique. Britney’s online store sells calendars and customers can personalize them, choosing size, color, and other features to fit each customers likes.
Interactivity is used with some online contests that the website has. Some examples are” wallpaper design contest”, or “create a history for a Britney’s video”. This interaction increases the website traffic and the fans enthusiasm to talk about Britney, this causes word of mouth.
With this example, we can notice that applying most of the e-marketing concepts at the same is possible, if Britney can, you can!
Juan Francisco
