In recent years, we have seen a growing trend in virtual marketing. An enormous testament to the power and potential of this marketing approach is how the Video Music Awards (VMAs) managed to tap into it to reach their largest audience in four years. The VMAs provide an instructive case study in the application and success of virtual marketing strategies.
Success in today’s marketing sphere requires creativity, engagement, and an adroit use of technology, all superior strategies demonstrated by the VMAs. A core principle of their strategy? Harnessing the power of the digital platform to link a global audience.
With the advent of technology, the VMAs did not shy away from exploiting its myriad advantages. They livestreamed their event, even in the face of a global pandemic, to fans across the world. The move not only boosted its overall viewership but also made the event accessible to a broader market. Accessibility is a compelling marketing tool; it breaks down geographical barriers and allows for larger audience reach, increasing engagement and visibility.
The VMAs also leveraged the concept of digital interaction, a strategy that propelled them to reach its highest viewership in four years. Calls for digital voting and encouraging audiences to engage with their favorite artists created a sense of personal interaction and connection, making the audience feel more involved and thus more invested in the event. Personalizing the audience’s experience fosters a sense of belonging, which in turn generates a stronger bond between the brand and its audience.
Lastly, but equally important, the VMAs captured the power of influential figures. Celebrity appeal goes a long way in attracting a generous share of viewers. A strong line-up of high-profile celebrities were present, either performing or as guests. This directly influences the follower base of these celebrities who tune in to watch them, consequently raising the viewership numbers.
This narrative highlights an emerging trend: the unprecedented power of digital platforms in marketing. As technology Barriers are breaking down, markets are becoming more accessible, and it’s up to marketers to explore new and innovative ways to reach their audience. The VMAs are leading the way with strategies that can be easily applied to multiple sectors, which can pave the way for similar successes.
Emulate their success; embrace the available technology, make your brand accessible and interactive, and utilize the drawing power of influential figures. Break old conventions and set new ones. The future of marketing is here and it’s being virtually crafted.