Why Digital Marketing Campaigns for Films Often Fail




Despite the wide range of gorgeous content, there is something fundamentally rotten in the state of entertainment content marketing that results in behaviours that are continuously at odds with the real performance. This can be really frustrating, especially when you see a great content discovery experience go to waste through poor execution, because the system is poorly rigged against the marketing teams responsible.



What are the four main issues that impact digital marketing performance?


1. CAMPAIGN RATHER THAN BRAND

Distributors work title to title: understand why this hurts the long term

performance of any campaign


2. LACK OF IN HOUSE SKILLS

Too many valuable skills are being outsourced to agencies: Most in-house teams lack many of the core skill sets required for digital advertising. "What are these skills and how should they be nurtured?" are key questions brands should be asking themselves.


3. SEPARATION OF 'CHURCH AND STATE'

To maximise opportunity creative and media buying should happen as complimentary actions throughout the campaign.


4. DATA

Retargeting and programmatic are today’s catch all terms, if you don’t have the above you will not be able to maximise your opportunity in this fast growing area.



We’ll be writing about these as a series over the coming weeks and exploring cases, systems, approaches and ideas for getting around these. If you have your own experiences on the above pls feel free to drop me a line (ben@gruvi.tv), it would be great to create an anonymous series as per Digiday.

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