A study into the media marketplace and predicted consumption behaviours ahead of the London 2012 Olympics.Whenever a major event is on the horizon, a football World Cup, Royal Wedding, or indeed this year the London Olympics, questions arise from clients and agencies alike with regards to what the effects will be on their advertising and marketing activity and if the event will distract consumers or cause them to behave differently. We therefore need to answer these questions on media consumption and trading during the Olympics and evaluate any likely consequences for our clients. Media is the means through which all of us bar those luckily enough to have tickets will be consuming the Olympics, and this year will be the most interesting yet due to the monumental changes to the media landscape that have taken place since Beijing in 2008, when an estimated less than 1% of media coverage of the Olympics was online – the area where most changes will occur this time around.
Social media networks such as Facebook and Twitter are likely to experience constantly high traffic levels throughout the tournament and of course BBC online will be swamped. Plus as the Instagram snowball continues to gather enormous pace as it rolls downhill collecting users, it is likely to explode onto the mainstream radar during this tournament. Olympic organisers have already had to warn all staff working there now and in August that they are only to use social media to report on their own experiences and not the movement of others. Social media is under the security microscope as the organisers are aware of the masses of messaging that will be out there.
Social media networks such as Facebook and Twitter are likely to experience constantly high traffic levels throughout the tournament and of course BBC online will be swamped. Plus as the Instagram snowball continues to gather enormous pace as it rolls downhill collecting users, it is likely to explode onto the mainstream radar during this tournament. Olympic organisers have already had to warn all staff working there now and in August that they are only to use social media to report on their own experiences and not the movement of others. Social media is under the security microscope as the organisers are aware of the masses of messaging that will be out there.
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