Teams and Projects Digital Media Management & Marketing Practices for Success By Elizabeth Pagan | June 27, 2019 Digital Media Management is the process of bringing together all of the components of a digital production. Having an education in business and marketing as well as a good knowledge of digital media is essential. Digital media managers will manage the platforms and prices and make sure that as many viewers as possible get to see the production. This line of work requires a digital media manager who is very quick at learning and adapting to new trends and technology. Having a keen eye for design is also a must. It is also crucial for them to build a reliable team of developers and artists. Social media is a fundamental part in promoting anything and digital media managers have to be able to direct multiple platforms to engage users. Marketing for Digital Media Management There are many avenues for advertising and promoting digital productions. The target of most digital productions are more than likely already consumers of some sort of digital media. Engaging a user through their cellphone is a sure-fire way to make sure the message is being received by as many people as possible. There are over four billion cellphone users on the planet and 500 million of them are using the YouTube platform each day. YouTube ads can run before any video and direct traffic to the manager's production. These ads have a number of tiers and can range in price. Skippable ads are generally cheaper than un-skippable ads. A good YouTube ad only needs a few seconds to grab someone's attention. In the digital sphere, an advertiser is competing with any number of other things a user might want to look at. A computer user might have a game they are waiting to play or another content creator to watch. Some users may also be pressed for time due to their work or sleep schedule and may not necessarily want to watch an ad when going about their life. To maximize user engagement, it is wise to create an ad that directs the user to another place on the same platform before redirecting them to the main site or store. For example, a YouTube user will see an ad for the new digital media production and the ad would direct them to a YouTube page with more videos about the company, with links to the main site. Facebook and Twitter can also be good platforms to gain subscribers and keep users on the look-out for new updates. Each of these platforms has its own ad structures with their own benefits. All of these platforms allow digital media managers to promote their content. They also offer managers a way to interact with their subscribers using comments and other interactive features. Many developers and digital media managers use this feedback to create the best product for their users. A digital media manager can also tailor ads to a specific audience. Most advertising platforms use browser cookies as well as market trend data to show users ads that match their interests. Knowing your target audience is a key part of designing ads that find people already interested in the experience a digital media manager is trying to promote. One can spend all the money in the world to run tons of ads, but it will be worthless if the message isn't being sent to people who are receptive to it. Innovation for Digital Media Management Ads are a great way to get more views but there are other ways of generating traffic as well. Interactive experiences are a good way to get users excited about an upcoming production. A small game will stick in a person's head for a bit longer than a static video ad. In addition to generating buzz, these small side-ventures can also be monetarily lucrative. Many big TV shows and movies have spin-off games and animations that get an audience excited before a new production comes out as well as giving them content to enjoy over time. Cross-promotion helps explore elements that the main title may not offer. Marvel Studios use cross-promotion with their iterative sequels, multiple movies and shows. Enhancing each production the more of them one watches. Digital media managers can also cross-promote between different intellectual properties and platforms. A high visibility actor cameo can help promote a new production on the actor's social media. ARG stands for Alternate Reality Game. ARGs can engage audiences in an immersive way. ARGs differ from production to production, but they generally involve a community coming together to solve some sort of puzzle. Their ability to allow the audience feel like they are part of the story is unique. An ARG for a spy-themed movie could have users solving a cipher or code sent to them by a fictional character in the movie. These types of promotions can be set up fairly easily compared to creating a full spin-off title. An ARG can consist of some emails to select subscribers to full real-life Easter egg hunts. Many users enjoy the immersion of being able to interact with a production in the real world. Events for Digital Media Management Events are another way to get people excited about a production. Exclusive premieres and sneak-peeks can entice audiences who don’t want to miss out. If the reception is good the people who attended the exclusive event will recommend it to those who missed it. If the production is planning any timed or exclusive release the digital media management team will ensure the event is not too exclusive and announced well in advance. Timing is essential, as potential attendants will want enough time to plan ahead but not so much time that they forget about it. Whenever a digital media management team decides to announce the event it should be considered a promise meant to be kept to attendees. Many screenings and events have failed due to poor planning, and the digital media managers responsible have seen their reputation affected because of it. When planning an event, it is essential to know how many people can safely fit in the space where it is being held. A building may theoretically be able to fit thousands of people, but most buildings have a maximum legal occupancy in the event of a fire or other emergency. Knowing the legal occupancy is just as important as making sure all attendees are entertained and fed. If an event will last more than an hour it is a good idea to provide some kind of nourishment. A two-hour exclusive movie screening doesn't need total gourmet food, but audiences might feel underwhelmed if the food is something they could just as easily make or buy at home. Small appetizers or finger food are a great way to feed guests without spending too much money. It should also go without saying that most audience members would rather sit than stand throughout an entire show. Merchandise for Digital Media Management Merchandise can be a great way to let consumers own a literal piece of the production. Merchandise can be sold at the event, in a store or online. Many digital media managers choose merchandise that is practical or useful in some way. Music fans may still relish their old concert shirts which are sometimes worth even more today due to their association with some limited time event. Shirts are a great commodity for merchandising as they are desirable to the consumer and useful for projecting the brand or product logo. Users are more likely to splurge on a product that they already need, such as backpacks, water bottles or bottle openers. By picking items that most people use every day, digital media managers also reap the benefit of those objects being seen by as many people as possible. Quality is also important when considering merchandising. Selling cheaply produced goods can give people a bad impression of the brand. A merchandising manager should also understand good design and readability when it comes to creating branded merchandise. When creating a logo for a brand or piece of merchandise one must keep in mind how that image will look on small or large objects and how it will read both at a distance and close up. For instance, how will the image look as seen on a T-shirt worn by someone across the street vs. how the logo may will look on a billboard or poster. The best logos are often simple geometric shapes with colors that pop on any background. Communication and the Digital Media Manager Digital media managers need to understand the business they are working in and how marketing works for that specific medium. Those who manage a video games studio for example, will have to decide what platform or console to release on. One must consider whether the production is going to have a wide release or if it is more suitable to pursue a smaller niche opening. Professionals need to understand the status quo for current market trends while also thinking outside the box. It helps to be well connected in any industry, but networking can be especially important in digital media management. Having a large repository of other professionals to make deals and arrangements with is critical. Having a contact inside of a company can help a digital media manager get a foot in the door and lead to lucrative partnerships. For someone just starting out in the industry, the advice from an established and esteemed contemporary can help them to avoid making rudimentary mistakes. Having as many people connected to the project as possible can also tap into the individual strengths and specializations of those professionals. Conclusion Digital media management is a fast-paced career for people looking to innovate. The goal of advertising is to get people talking about and eventually buying the product being designed. This is done by highlighting the unique aspects and features of the production with clever marketing and promotion. Seeing a project successfully meet its goals is something that motivates many in the profession of digital media management. Watching an idea grow from conception to execution can be compared to the joy of raising a child. The variety of productions to pursue as well as the room for innovation within the occupation, makes digital media management a very rewarding career choice. 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