Discuss how a media and entertainment company

Marketing is very important to any company and Media and Entertainment Companies are not exceptions. Just like any other organization, they need to market their products and services effectively to the customers so as to adapt to the technological advancements while still attracting and retaining customers and staying solvent. This is because the heart of any business success lies in their marketing. The paper will first discuss how a media and entertainment company, such as Disney, can use marketing to effectively market to consumers and then include a discussion of why marketing could be essential in such an industry.

Marketing helps companies to introduce and promote their products and services to the potential customers. Therefore, without marketing company’s products or services may not be known by potential customers no matter how good they are (Kurtz & Boone, 2010). Also, the sales of the company may crash forcing the company to close. A media and entertainment company, such as Disney, can use marketing to effectively market to consumers in a number of ways. Firstly, they use marketing to build relationship with their customers rather than always attempting to sell the something exclusively (Hackley & Tiwsakul, 2006). They use marketing to make customers love their brand which makes them spend more money with their brand. For instance, to Disney, everyone is a princess in that many of their films are about being unique and a special snowflake (Rukstad & Rukstad, 2001). Even though many people churn through their gates daily, they treat them like snowflakes. As a way of marketing, Disney has good customer service by being considerate to all their guests.

Secondly, the company uses marketing to engage the audience of the current customers in an active dialogue. Marketing helps in connecting and engaging with the audience thereby promoting greater loyalty through higher levels if engagement (Kurtz & Boone, 2010). For instance, Disney has many service options for the customers to choose from. Therefore, the customers usually come back because there is more to see. Through marketing, Disney is able to maintain constant interest because they ensure there is always something else to be noticed. Marketing helps Disney to offer more than just bare-bones service which enables people to come back thereby creating brand loyalty. Finally, the company uses marketing in developing raving fan customers who eventually become advocates of their brands (Hackley, & Tiwsakul, 2006). For instance, Disney has been successful in getting the customers to seek out the business instead of marketers seeking the customers. This is evidenced by the company’s shareholder’s stake in childhood. Disney’s own mythology is its greatest product because they draw on the music or movies enormous popularity. Disney makes people to feel part of something exciting, grand and historical which makes them buy pavers for the company (Rukstad & Rukstad, 2001).

On the other hand, marketing is important for the media and entertainment industry because it helps in meeting customer demands for excitement and diversion at a price the customers can pay (Kurtz & Boone, 2010). The success of any given company usually rest on a solid and good reputation. Marketing, therefore, helps Disney in building brand name recognition by reaching the high expectations of the public. The growing reputation of Disney helps the company in expanding and increases its sales. For instance, marketing has helped Disney is creating freakishly loyal customers because it has a reputation of being “The happiest Place on Earth” (Rukstad & Rukstad, 2001). Also, marketing is important for the media and entertainment industry because it helps in developing strategic vision and creating brand awareness. With marketing, the companies in the industry are always on the lookout for new opportunities thus being able to create strategies to take advantage of them (Hackley, & Tiwsakul, 2006).  The companies can devise ways to sell additional products or services which accelerate their growth. In the industry, marketing is essential because it makes the customers to know a company exists. It tells consumers what the company is offering in the market. Marketing is also essential to the industry because it helps in developing ideal customer profile. For instance, it helps companies in knowing what the consumers want and then giving that to them (Kurtz & Boone, 2010). Therefore, great marketing makes it very easy for customers to find the company just like in the case of Disney where marketing helps in connecting and engaging with the audience thereby making them advocates of their brands.  In addition, marketing is essential in the industry because it makes companies to discover what works, learn their marketplace, build a social asset, make consumers trust them, and make more sales (Hackley, & Tiwsakul, 2006).

In summation, it is evident that Marketing is very useful for Media and Entertainment Companies such as Disney. Marketing helps build brand name recognition by reaching the high expectations of the public, connect and engage with the audience thereby promoting greater loyalty, develop raving fan customers who eventually become advocates of their brands and make more sales.

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