PROCESS
With music videos being able to be made on lower budgets by more people due to the advancement in technology, music videos alone are not enough to publicise and promote. As David Gauntlett’s Web 2.0 theory describes, we live in a make-and-do era, and many marketers make use of the possibilities to engage with consumers and enhance services and promotion through this.
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The tools of Web 2.0 offer tools to improve collaboration between both business partners and consumers within companies. It has become a mainstream media platform for marketing and businesses as they witness the successful consumer feedback from the internet. Social networking sites are becoming increasingly common elements in the process of marketing as they ensure customer loyalty and instant updates.
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In the media world, news organisations, celebrities, important people and many others all own some form of social networking account – most notably ‘Twitter’. This is because of the guaranteed success that they can create a following and unite like-minded people as social networking sites have become a key player in the daily lives of the ordinary. It also makes people more aware of the product/person as the internet often suggests searches, helping to increase publicity.
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This has become a new means of revenue for the internet as people can pay for adverts to be placed on sites with high traffic levels. This is how social networking sites make their money, most notably ‘YouTube’ which generates a huge sum of money through their adverts and for the partners themselves. Web 2.0 closes the gap between consumer and producer – this is the current development of how businesses work.
