Assignment #5

1. The document discusses how the internet has changed media consumption habits. People now get news, entertainment and social interaction primarily through online platforms rather than traditional media like TV and radio. 2. Several examples are provided of how online advertising through platforms like YouTube, Facebook and mobile apps can effectively promote brands to large audiences. 3. Metrics like views, likes, shares and comments on marketing videos allow companies to measure the effectiveness of their video campaigns and identify ways to improve engagement.

Uploaded by

kel data

Available Formats

Download as DOCX, PDF, TXT or read online on Scribd

0% found this document useful (0 votes)

54 views

Assignment #5

Uploaded by

kel data

Available Formats

Download as DOCX, PDF, TXT or read online on Scribd

You are on page 1/ 4

1. Think about your own Internet use habits.

Have you changed your use of

traditional media? Why or why not? How do your own habits fit the media use
attitudes and patterns described in this chapter?
I have observed that in the past, especially when I was a child, I used to
watch in our television and I also loved listening to the radio. As I grew older,
Facebook and other social media platforms have been popular and the music I
used to listen in radios can now be listened through Spotify or YouTube and can
be downloaded online through sites or mobile apps. Internet allows us to be
active participants in social medias or virtual world. News and other information is
now more accessible today. It can be searched on Google and some can be
seen on social medias. Even movies and other entertainment shows can now be
watched online, especially in Netflix, which is one of the popular sites where you
can watch whatever TV shows you used to watched on TV channels. Despite of
my media habit being influenced by the internet, I still make use of traditional
media but it is just for a short time compared to how long I use the internet.

2. A businessperson who is not an Internet expert asks you whether the Internet is
useful for branding. What answer would you give and how could you support it
with examples?
Internet is useful for branding since it is widely used now. Also, online
advertisements can be seen in different media platforms. It may be a video or
poster that pops out especially in YouTube videos, Facebook or other mobile
apps that can be accessed online. An example of this is Netflix. A lot of people
are enticed to avail Netflix accounts because of ads we can see while watching a
video on YouTube or even some short clips we randomly see while scrolling on
our Facebook, Instagram or TikTok accounts. The same goes with Shoppee,
Lazada, Foodpanda and Grab, they attract a lot of people to buy food or products
using this online shopping apps because of the advertisements people see on
the internet.

3. What are special tools and techniques that enterprises can use in their branch
building process on the web?
Some of the special tools and techniques that can be used are Google
Analytics and Social Mentions Monitoring which allows users to track website
traffic, measure advertising ROI and monitor flash, video and social networking
sites and applications as well as find and monitor brand mentions.
4. Do you believe that online advertising has more potential to engage viewers than
mass media advertising? Why or why not?
I do believe that online advertising has more potential to engage viewers
than mass media advertising because online advertising can easily be seen and
noticed on our social media accounts like Facebook compared on mass media
advertising. People spend a lot of their time watching or scrolling through their
social media accounts than watching television or listening to the radio, also
since the pandemic started, less number of people have been going out and may
not even notice billboards on malls or groceries they go to.

5. What is a branded community? If you are a member of one or more branded

communities, what has your experience been? If you are not, why have you not
joined communities for products or services you like?
A branded community is a group of people who is an avid fan of a specific
brand. An example is those the well-known brand such as Lego, which is very
popular to children and some are teens. The Lego community allows their fans to
share their construction ideas and the idea which can gather more attention or
rated as a popular design can be seen on what they called “shelves”. In short, it
is a contest for avid fans of Lego. As for myself, I have not joined any branded
community. It is simply because I just enjoy purchasing products or services of
different brands and I may have bought more than twice on the same brand I had
purchased before because of the quality of their products and affordable price.

6. Think about your own consumption of video. What kinds of entertainment and
informational videos are you most likely to view? Why? Do you often find yourself
viewing marketing videos? Why or why not?
I often watch DIY or cooking videos, I find it fun to watch and I learn a lot
of creative ideas from it and I also love watching aesthetic videos because it is
relaxing to watch. Also for informational videos, I often watch documentaries or
videos about discoveries on Earth, it satisfies my curiosity about things and it is
also fun to know that there are a lot of things I do not know about. I rarely watch
marketing videos because I know it is really tempting to buy or purchase what I
have seen and since I do not have money to buy such products or I am saving
my money for important things that is why I avoid watching such videos.

7. What are the elements of video marketing strategy? Why is it important that
marketers have a strategy for their use of videos?
Marketers should consider their main goal on creating videos for their
marketing strategy. The video must not be just simply entertaining it should
encourage customers to purchase the product or service being showcased in the
video. Especially now that online shops are very popular to people, and a lot of
people are can be easily enticed to buy something they have seen online that is
promoted well through video advertisements. The elements of video marketing
strategy are goal is clearly shown in the video, it has audience relevance, impact
or call to action and video distribution.

8. What is meant by "branded content?" Are you aware of recently seeing branded
content on the Internet? How much and what kinds?
Branded content is a content that promotes product or service which is
created by a third party or by an advertiser. An example are those
advertisements I have seen recently on my TikTok account and Fb account; it is
a video which a known influencer shares her “shoppee made me buy” because of
this video, people who watched that video may be enticed or encourage to buy
the same product as shown on the video. Aside from this, there are YouTube
videos you can find that shows Do-It-Yourself life hacks such as hair treatments
and facial treatments which shows a specific product or brand being used.

9. What makes a marketing video effective?

Some of the marketing video that I have seen are made with creativity
which makes it encouraging to watch and some even put up their incentives,
special sale or discounts on their advertisements. It is also enticing when they
feature ordinary people or non-celebrity persons who claims that they have used
the product and you will get the same of what the product promises you to
achieve upon using the product. But most of the time, it is more effective
especially when the products are proven by experts or in the field of the said
product.

10. Why are optimizing for search and sharing important parts of a video marketing
strategy?
It is important because nowadays, people spend more time streaming or
surfing on the internet compared on watching TV or listening to the radio. It is
unavoidable that a person will not see any video ads in a day of scrolling through
their cellphones. Because of this, it is more likely that a person may search or
share the ads they have seen and may purchase the product or service of a
specific brand or business. This also helps a business to be easily known by a lot
of potential consumers or customers.

11. What are some of the key metrics that are used to measure the effectiveness of
marketing videos?
Some of the key metrics that are commonly used to measure the
effectiveness of videos are views, likes and dislikes, shares, and comments. By
monitoring these, marketers or entrepreneurs will know how well or effective their
promotion or advertisement is. They can also gather useful information from
people or consumers’ comments about the product or service on how they can
improve it more or if it reaches customers’ expectations. Aside from this, they will
also know whether their marketing strategy is effective or if their video ads is
lacking impact to the target consumers. These key metrics can help
entrepreneurs to improve not just the product or service they offer but also it can
help in improving their marketing strategy.