How Microbudget Filmmakers, Using New Models of Creation and Circulation, Are Changing Marketing: Moment Studio Uses a Newsroom Model to Create Real-Time Data-Driven Content For Brands
Marketing is changing.
Today's successful brands are finding new ways of interacting with the audience.
And the power is shifting to the creators who know how to make and spread microbudget content RIGHT NOW.
In the past, ad buys were centralized and expensive - there were a limited number of outlets that charged for access to their readers or viewers.
Today messages travel within communities, from user to user, without ever going through a chokepoint like a traditional magazine or TV station.
The key to New World marketing is appealing to a core group in a niche that shares content online.
The most successful "viral" messages spread because they are timely, useful or entertaining: Not because they are expensively produced or because they appear as an ad on a highly-rated TV show.
The goal of a New World agency should be to create content that is up-to-the-minute and that is built to circulate in ways that make Old World ad-budgets, modes of production and distribution seem silly.
There are new rules... and timeliness is one of them.
Memes don't stand still: If your organization is holding a meeting next week to discuss whether you should create a Harlem Shake video - you've missed the moment.
That's why the new division of digital agency Deep Focus - dedicated to making spreadable content - is called Moment Studio.
The Moment Studio video above describes how one agency has created a "studio" that operates like a TV newsroom, meeting each day to discuss what is trending on social media.
From those meetings, Moment Studio then creates content RIGHT NOW that will get their clients into the social stream.
Yesterday the creators at Moment Studio might have been called amateurs... or worse (indie filmmakers?).
Today they are the leaders.
Thanks to microbudget filmmaking and marketing pioneer Mike Monello for the link.
Posted by Randy Finch on Sunday, February 17, 2013
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Randy Finch's Film Blog:
Thoughts from a film producer about making and distributing films.
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