Analysing a web page
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This document discusses e-media marketing strategies for promoting a TV crime drama. It begins by explaining the importance of a webpage and conventions commonly used in webpage design. It then defines several e-media marketing strategies: hashtagging, smartphone apps, QR codes, augmented reality, and video games. Examples are provided for each strategy. The document concludes by asking the reader to design a homepage for their TV show using typical conventions and to plan an e-media marketing campaign using the defined strategies. The campaign plan should explain how each strategy would appeal to the show's target family audience.
Analysing a web page
- 1. TV Crime Drama E-Media Marketing Webpage is an essential form of e- media marketing You could be asked to design a webpage for your TV Crime Drama so you must know the typical conventions of a webpage and how they appeal to your target audience Aims: To demystify the term e-media To understand the appeal of e-media To apply e-media marketing strategies to your TV Crime Drama
- 2. E-Media Marketing Strategies 1. Website 2. Hashtagging 3. Smart Phone App 4. QR Code 5. Augmented Reality 6. Video Game Try to define each E- Media term
- 3. Today’s lesson… • Stage 1 – Design your TV show homepage - Use common webpage conventions • Stage 2 (and homework) – Plan your e-media marketing campaign – Use grid to plan your campaign and explain how each element appeals to your audience
- 4. E-MEDIA Terminology often the first page you arrive to when you ‘google’ or search something on the web a webpage journal often created by an individual or group of people that is themed around a certain topic e.g.
- 5. Label your homepage with the correct conventions 1. Website E-Media Marketing Strategies
- 6. Network logo heading / hyperlink The audiences’ eye naturally reads from top left to bottom right, so the most ‘important’ institutional information and hyperlinks are often in the top left hand corner TV show heading / hyperlink Hyperlinks to episodes Hyperlink to homepage Hyperlinks clips from the show Hyperlinks character biogs Hyperlinks information ‘about’ the show Copy brief synopsis of the show Hyperlink to catch up Copy scheduling information for next episode Key Image of two main characters Webpage skin of character and setting Scroll down Search box
- 7. these can be either words or images that when clicked upon will take you to another page - used throughout some WebPages to split the content into manageable sections. There may also be subheadings, which can further direct the user to a particular piece of information the main body of the text, often presented in boxes used on many websites. You may hear a sound as the cursor rolls over some part of a website usually a box used in almost every website-sometimes used as a link to another part of the website image that sits ‘behind’ the main body of the webpage video that is viewed on the webpage How many conventions so far?
- 8. As we scroll down the webpage becomes less ‘compact’ with information and is divided into two columns
- 9. Hyperlinks lead to various marketing strategies used by the show to create publicity and generate sales of merchandise Hyperlink online articles about the show Hyperlink to TV BLOGGERS reviews Header Header Hyperlink to DVD / Blue-ray retailer of the show Hyperlink to previous episode Hyperlink to character’s blog Hyperlink to forum Hyperlink to actor’s blog (funded by the institution) Header Header Header Scroll down
- 10. As we get to the bottom of the page there is less ‘important’ information and the layout becomes far less dense Hyperlink to other TV Crime Drama shows owned by the institution Header Institution logo heading / hyperlink The information is much more focused on the institution rather than the show Hyperlink to homepage of other BBC shows Hyperlink to browse other BBC shows within the same genre Header 1. What other conventions of a homepage do you think are missing? 2. What would you include that the Sherlock website has not? 3. Who is Sherlock’s target audience? 4. Do you think this has an impact on what conventions they use on their homepage?
- 11. Other E-Media Marketing Strategies 2. Hashtagging: #mytvcrimedrama – this appears that beginning of each episode. – This makes it a keyword on Twitter and therefore starts it trending on the social media site An example from US TV Crime Drama Bones
- 12. E-Media Marketing Strategies 3. Smart phone App Dexter iPhone App Key Features: -Latest clips and videos from Dexter -Dexter Photo Booth -GroupMe chats -Schedule information for Dexter -Episode guide -Episode reminders -Updates on Dexter -Twitter -Facebook -Wallpapers -Dexter episodes, soundtracks and podcasts from iTunes
- 13. E-Media Marketing Strategies 4. QR Code on traditional media that links to your website via a smart phone
- 14. E-Media Marketing Strategies 4. QR Code could be on a billboard, mag ad, tv commercial, t-shirt, coffee mug… An example from Fringe which linked audience from their season 3 poster to the special smartphone site
- 15. E-Media Marketing Strategies 5. Augmented Reality – with a smart device (iPhone, iPad, Android phone, basically anything that is mobile has a camera and connects to the internet) The user downloads an app holds it to an image (could be in street, magazine anywhere) and video begins to play on the device… Here’s an example from VW, how could you incorporate it into your marketing campaign? Click… AR could trigger a special animated episode of the series…
- 16. E-Media Marketing Strategies 6. Video Game – uses characters, setting, themes, mise-en-scene from the TV show and allows the audience to play the hero on a gaming device (Xbox, Smart phone, PC) Click…
- 17. Your E-Media Marketing Campaign • Stage 1 – Design your TV show homepage - Use common webpage conventions • Stage 2 (and homework) – Plan your e-media marketing campaign – Use grid to plan your campaign and explain how each element appeals to your audience
- 18. Homepage • Your institution is • Use synergy with on your homepage • Hyperlink to , and these can be either words or images that when clicked upon will take you to another page - used throughout some WebPages to split the content into manageable sections. There may also be subheadings, which can further direct the user to a particular piece of information the main body of the text, often presented in boxes used on many websites. You may hear a sound as the cursor rolls over some part of a website usually a box used in almost every website-sometimes used as a link to another part of the website image that sits ‘behind’ the main body of the webpage video that is viewed on the webpage
- 19. E-Media marketing Campaign E-MEDIA STRATEGY DETAILS OF HOW STARTEGY WILL BE USED FOR MY SHOW HOW DOES THIS APPEAL TO FAMILY AUDIENCE? (Parents or teen? Why?) Hashtag Smartphone App QR Code Augmented Reality Video Game
- 20. How many E-Media Marketing Strategies do you now understand? 1. Website 2. Hashtagging 3. Smart Phone App 4. QR Code 5. Augmented Reality 6. Video Game Have we…demystified the term e-media? Do we…understand the appeal of e-media? Can we…apply e-media marketing strategies to your TV Crime Drama?