Web 1.0 was the first of the internet - a one way communication, from the sender to the receiver.
Web 2.0 is what we know the internet to be from, sender to receiver and return. (allowed magazines to expand)
A 'Prosumer' is a combination of the words:
- Producer
- Consumer
With advances in technology it is possible for us to be film producers and distributors. We are able to be all the media that wasn’t able to be successful to us.
NME and WARHAMMER give the receiver an opportunity to give feedback.
MULTIPLATFORM approach
Each media has its own platform – radio, internet, music, magazines.
Magazines based around radio stations have merged to mix radio with the internet; it multitasks on the web page to give you both the Medias.
Media Convergence
Mixing the old and new for media changes:
Can also be on magazines distributors, 'communities'; on the internet they now allow you to upload photos, reviews, music and even share it for your own web pages. It gives you the option to advertise.
Synergy
The interaction of two or more forces where there combined effect is greater than their original effect: Magazine example: NME radio station/sponsorship of festivals and events = synergised marketing.
The advances in technology mean tweets, Facebook, RSS feed are able to connect with the Medias to give a stronger experience.
Some Medias connect with physical promotions like toys and so on to give a synergised effect.
Viral Marketing
A marketing technique aiming at reproducing 'word of mouth', usually on the internet and through existing social networks; Word of mouth is still the strongest advertising, is a trust technique. (signs, texting and driving)
Guerrilla Marketing
The use of unconvemtional and low cost marketing strategies to raise awareness of a product.
EG. putting up the old 'WANTED' signs from the Wild West.
Poster/commissioning works of graffiti
Advertising needs to be unique, marketing is getting harder to be the best at distributing their products, experimenting is now more than ever the most important part; name just doesn’t cut it anymore.
UGC (user generated content)
Content that has been generated by the consumer/user.
Magazine example: music reviews, forums, blogging, podcasting
USP (unique selling point)
Making a product different from competitors:
USP of NME is the radio station behind the magazine
POD
Point of Difference:
Differentiating a product from another; making it unique; the actual way in which a product is different from another in the same market
Example sentence: The USP and perhaps the pod of NME compared to metal hammer is that the offer a multiplatform website.
UPB
Unique perceived benefit:
How a product can benefit you, magazines, the fact you are talking to fans of the same magazine. But also that it may benefit some niche magazines more as it’s based around one particular area.
Loyal consumers/brand loyalty (very important in todays society, need us to keep going back)
Consumer community which means they will never leave their side, always go back and be truthful to their brand. Similar to fans of music which means part of the band always stays as a favourite.
Proliferation: A rapid increase in the number of a certain type of product. •Multi-platform: a multi-platform series is a form of entertainment where the story is told over a range of media platforms; such as magazines, radio station, videos, podcasts.
Vertical integration
Adsorption of several firms into a single firm involved in all aspects of a products manufacture from raw materials to distribution; For example, Rockstar games have become vertically integrated by buying developers they have previously worked with, such as DMA design who became Rockstar north and angel studios who became Rockstar north San Diego. By doing this Rockstar have control over development, funding and marketing of their products.
