Role of digital technologies in the marketing and consumption of products

Role of digital technologies in the marketing and consumption of products

I will be talking about how both of my films have used digital technologies in marketing and consumption of products. Digital technologies have had a massive impact on the film industry, they have changed a lot throughout the years. The use of new technologies allows us to have an experience in things that were never possible before. The media area I will be referencing to is “Kingsman” which was released on the 13 December 2014 and “Avengers; age of Ultron” which was released on the 13 April 2015.

Digital technologies has an important role in marketing and consumption of film media products, as it widens the availability of film media project products and effectively creates awareness of the product. When using digital technologies in marketing, it increases the number of people who see the product, such as “the avengers; age of ultron” greatly used it to create expectation for the product. There was a total of 14 trailers, both teaser and full length trailers which were available to download on iTunes, and creating so many, which all advertised different characters or parts of the narrative, which meant that the audience would want to consume their major product, for example one teaser of the trailer was based on a few characters which included Ironman, the hulk and captain America, which was a full length trailer which introduced us to the main protagonists, so the role is contributed to, as different members of the audience and the audience would find a different character appealing. Furthermore, digital technologies play an important role as part of marketing due to a lot of The Avengers marketing strategy being online, as there was a 30 minute live global twitter chat to market the movie with the director Joss Whedon and Kevin Feige present, which allowed the fans to ask questions and find out information about the film, and by using this digital technology for marketing, it suggest that more people would become attracted to the product and would become interested, so would want to get through the product. This shows that digital technology is having a massive impact in the media area.

In addition, when using the digital technologies’ in marketing, it increases the number of people who see the product, such as “Kingsman” which used it to create expectation for the product. There were many trailers that Kingsman had done for their audience, they had done teasers and trailers for the audience, they had done many different trailers with different type of protagonist, to grab the audience attention, and they had done different trailers because different protagonist grabbed their audience.  Kingsman had done a premier for their movie for their fans, the way the promoted their movie was through apps for people’s phones, clothing, video games, magazine’s and in newspapers as they were the most popular ways to grab their audience.  This shows that digital technology which had a big role in this media area.

Furthermore, digital technologies were also used for viral marketing, as images of the protagonist were posted online, the audience would post it on their social media sites which would spread and catch other people’s attention, this for both of my films. Digital technologies are important in the consumptions of the product as well, as many members of audience would use it order to the view the product. As part of the exhibitions of The Avengers; age of ultron was released in October 2015 on DVD and Blu-ray and was available for digital download. This meant the members, mainly male and female from 12 above would be able to view the film in a way that appealed to them, and they could download the film from iTunes and provide digital technologies they couldn’t do so to consume the film, so the role is very important. In addition to this, digital technology allows apps for phone and tablets to created and downloaded, as part of marketing the media product. This is extremely beneficial for both institutions and audience, and there was apps created for the avengers that could not have been made without digital technologies. They had created apps for their viewers to use. This allowed the audience to consume the product in a different way and interact with the avengers franchise and as the technology has developed, it meant a greater audience was being targeted and the role of digital technologies in marketing and spending is extremely vital in generating awareness and create an appeal.

Kingsman was released in June 2015 on DVD, Blu-ray, and 3D Blu-ray and was available for digital download. This meant the meant audience could view the film in a way which appealed to them, and they could download the film from iTunes and provide digital technologies’ they couldn’t do so to consume the film, so it was a very important role. Also, the digital technology allows apps for phone and tablet to created and downloaded, as part of marketing the media product. It was very beneficial for both institutions’ and audience and there was apps created for the audience to use. This allowed the audience to consume the product in a different way and interact with Kingsman franchise and as the technology has developed, it mean a greater audience would be targeted for the film.

On the other hand, it could be argued that the role of digital technologies is not extremely significant. Merchandise is one form of marketing that does not solely relies on digital technologies, and there was a lot of merchandise for the avengers and as the media product was the highest grossing of the film, it shows that the film had a high marketing and high consumption which shows the film was a great success. For avenger’s individuals character perfumes were created with different fragrance, they also had action figures which many children liked and want one. However it could be argued that the audience would only consume the media products and the profits with due of the viewing of the film trailer or participating in a global social networking event, as this is where the information they know about the film came out.

To conclude, I think that digital technologies have a big role in marketing and consumption of a film because it ultimately it creates awareness and hype for the product, and the success from merchandising and other marketing techniques would greatly be down to the success of the digital technologies. Some people may disagree that technology is not essential but in order to appeal to the audience and publicise the film, the technology is necessary.