Читать книгу Marketing in the New Media - Holly Berkley - Страница 14

Rock Star: INXS was not the first television show to ask the audience to log in to their website or to send a text message to cast their votes. However, this media campaign is worth mentioning here because it is the ultimate way to create synergy between an offline and an online campaign.

The same idea works with any type of contest or special information that your audience can only get online. The benefits of pushing an offline audience online is that you are then able to track their behavior in far more detail than you could with traditional advertising. Once you get a customer to your website, you can really monitor their activities and find out what they are most interested in. In this case, CBS and MSN can tell which contestants get the most views, what songs get downloaded most often, and how the audience feels about the show in general (by reviewing the message boards). You just can’t get this type of detail about audiences or customers from television marketing alone.