The movie industry is one of the most competitive and engaging industries when it comes to marketing.

This industry requires quick adaption, seasonality, buildup, a lot of preparation and planning, which makes it a learning ground for marketers who want to get better and want more challenge.

Here are 12 things marketers can learn from this industry:

1. Do something that is worth talking about

Creating quality content, visuals and videos. Most of us tend to create OK content, and then pay for ads that will send people to this channel and wind up. While the right way to do marketing is to create amazing things and amazing content and then market that content.

2. Capitalizing on “Build-up marketing” 

Most consumers check a product or a service before it is released. Based on a Google study, most customers look for a movie a month before its release. The same thing happens for new product releases, as a marketer you should capitalize on both pre-release and post-release moments.

3. Local targeting, Geo-targeting and I-beacons.

Most promotions associated with movies are mainly done using geo-tools, this helps marketers reach certain areas with higher theatre density and denser population with more ads.

As for I-beacons, marketers are now creating location-based games and mobile apps, associated with movies themselves, that viewers can play while in the theatre, making the promotion more native and in-place.

4. Language tailored creatives and promotions:

Due to the fact most movies contain different languages and subtitles. Marketers make sure that the right creatives reach the right group, in the right area, with the right creatives.

5. Creating engaging and compelling landing pages

We are more willing to stay on a page if we connect with something familiar. Marketers need to capitalize on this, emphasizing logos and brands.

6. Creating interactive social campaigns

Smart marketers create campaigns that rotate around the audience and concentrate on their involvement while using all social channels with the same theme.

They also ensure the story rotates around the viewer by capitalizing on social competitions and quizzes.

7. Using interesting partnerships aligned with their brand

8. Utilizing paid media across search and social channels

It is important to use the search and social channels in an integrated manner, ensuring that all creatives and promotions are aligned perfectly.

9. Capitalizing on YouTube :

4 out of 5 movie lovers go to YouTube (source: thinkwithgoogle)

10. Looking at the big picture, and understanding their viewers:

Knowing and using the interests of their viewers, and targeting them accordingly

11. Using online and offline marketing in a parallel and integrated strategy

12. Using exclusivity in state of the art email campaigns:

this helps in maintaining brand advocacy and loyalty

Conclusion, there is always something that marketers can learn from other industries, especially the ones that are more seasonal and versatile. As a marketer, keep an eye out, dare your industry guidelines in the name of innovation.

Sources:

I was recently invited by a networking group to give a presentation on how digital marketing is impacting the way we market and do business.

As I began the presentation, I introduced myself and what I do, then moved into an explanation of search engine optimization, search engine marketing and the ins and outs of this constantly changing market.

About 25 minutes into the presentation, as I immersed the crowds in details of digital marketing and how I use it to make brands and businesses grow and increase their online presence, I saw a shaky hand emerge from the audience.

I assumed the hand indicated a question about my current slide. I welcomed the question.

The gentleman attached to the hand took his time standing up. He looked at me with a blank face, seeming hesitant to ask his question.

He then uttered these 4 words: “What is digital marketing?”

You had to be there to see the surprise on my face. I wasn’t expecting this question at all, especially not so far into the presentation. And not because the question was wrong to ask. In fact, this 92-year-old gentleman was brave to ask it.

I was surprised because, while I have answered this question many times, for many different people (even an 8-year-old!), I was not prepared to answer it for a 92-year-old.

There I was, onstage, trying to put myself into a 92-year-old mind. What kind of marketing has he been exposed to in his lifetime? What kind of marketing would he be seeing today? Where would he go when looking for a product or a service?

With more than a 60 year age gap between myself and this gentleman, it was a challenge.

I decided to start answering what I knew – comparing traditional marketing to digital marketing and explaining the difference.

“As marketing throughout the 60s,70s, 80s and 90s was mainly through TV, radio and newspapers, that is considered ‘traditional marketing’. Digital marketing is done through more recent technologies such as mobile phones, computers and tablets, while utilizing different channels such as search engines and social media.”

The blank stare persisted. Except now, it looked even blanker.

I was trying to find something in my mind that this fine gentleman could relate to.

Suddenly, I had an epiphany.

I remembered helping a friend’s parents move. I clearly remembered seeing stacks of Yellow Pages as we moved boxes of books and magazines from their basement. I asked why they kept them, to which they replied that they wanted to ensure they had the numbers and contacts of everyone from year to year, as advertisers tended to vary annually. To them, it was a coveted database of contacts.

Back in my onstage moment, I took a deep breath, smiled and said to the gentleman,“Remember in the old days when you wanted to find something or someone, your first instinct was to look for them in the Yellow Pages book? Nowadays, all you have to do is search them up on search engines such as Google.”

As soon as I said this, he smiled. His whole face lit up.

To him, digital means that the coveted Yellow Pages book and its wealth of information are now online. Advertisers that once used the Yellow Pages as a channel to increase their presence now use search engines and social media to do the same.

You see, the game hasn’t changed. Only the field. Marketing has always been about getting your message where people will look for it, find it, see it, consume it.

So the next time you are sitting down with Grandma and Grandpa and, out of nowhere, they throw you an unexpected question on any digital-related matter, you will know exactly how to answer them. Start with the playing field they know.

Follow Tarek Riman on Twitter @tarekriman