TV Brands Could Do More To Exploit Digital Efforts: Study

Despite a healthy curiosity in new marketing platforms, TV networks are failing to capitalize on what little digital investments they have made, according to new research from search engine marketing firm 360i.

Looking at how broadcast and cable networks are using emerging and social media, 360i analyzed the Web sites of 35 TV networks, 35 network television shows, and 35 top cable television shows through the first quarter of 2007.

Among the top 35 TV networks, at least 80% are making use of blogs, email alerts, audio podcasts, and mobile extensions to their digital efforts. By contrast, only 8% have yet to explore wikis, tagging tools like Digg, widgets, and virtual worlds.

The inability of networks to maximize investments online--according to 360i's director of emerging media David Berkowitz--has more to do with integration than with adoption.

"Marketers typically run social media campaigns as separate entities, and often social networks, blogs, mobile marketing, and other channels are run by different people or groups," said Berkowitz. "What's clear from these results is that marketers must learn to connect the channels so that the sum is greater than each of its parts."

Network marketers, for example, are more than likely today to create a MySpace page devoted exclusively to one television series. It is less likely, said Berkowitz, that these marketers will establish a connection between the MySpace page--and its visitors--and the show's other digital platforms.

Added Berkowitz: "When all the channels are connected, it will be easier for consumers to navigate through the entire campaign and remain engaged with the brand."

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