Beyoncé Goes Digital
Wikipedia defines
digital marketing as marketing that makes use of electronic devices such as
computers, tablets, smartphones, cellphones, digital billboards, and game
consoles to engage with consumers and other business partners. Making this
definition simpler, we can say that digital marketing is a collective term
which is used where marketing meets internet technology and other forms of new
media.
One of the major components
of digital marketing is social media marketing, which has got a boost due to
countless networking sites like Facebook, Twitter, Pinterest and LinkedIn. It allows for two-way communication between a company and consumer in a
way that wasn't previously seen and it’s safe to say that it has changed
business approach to marketing as now, the consumer holds the power.It’s also
based on one of the most effective forms of advertising; word of mouth.
It’s also useful for making content 'go viral', something which can help to strengthen a brand very quickly. It’s
brand personality that makes social work so well, as if this is done correctly,
across the board, then it can boost engagement considerably.
One of the best examples of how social
media has changed the way of traditional marketing has been illustrated by
Beyoncé when she used Instagram and Twitter to update her fans about her new
album release. On December 2013, she surprised her fans by posting a video
featuring images of her and the cover of the album on Instagram, with the
caption “Surprise!”. After her announcement on the social media site, the
14-song album appeared for sale on iTunes, as did 17 different videos from it.
Within 12 hours, 1.2 million tweets were posted about “Beyoncé” and within the
first 24 hours more than 430,000 albums had sold for $15.99 on iTunes.
