Two years after the pandemic, top marketers will gather together in person at the Diversity Entertainment Marketing Summit, presented by Deloitte, at NeueHouse in Hollywood on May 24. This year’s panels explore the many major marketing and media shifts that have emerged in recent months.
Jana Arbanas, US communications company, media and entertainment industry leader at Deloitte, will lead a keynote conversation: Can SVOD keep pace with the next generation of media? The talk will delve into findings from Deloitte’s Digital Media Trends Survey 2022.
“The live streaming scene continues to be massively competitive, and we continue to see new entrants into the market,” Arbanas says. “Our younger generations are driving a great deal of this volatility precisely in terms of their desire to subscribe to services, cancel services, and get new ones, to create a truly customized package of the content they are looking for while also managing the cost.”
Some streamers are looking forward to meeting their viewers wherever they are in their communities as it becomes safer to move out into the world again. Social activism and outreach can create and maintain a relevant dialogue.
Jackie Janney, Senior Vice President of Multicultural Marketing at Warner Bros. Discovery, “From a marketing perspective, in terms of how things are changing, we, like a lot of other brands, have been focused on doing things virtually for a while.” Janie will speak on the Marketing for the Social Good – Keeping Promises Committee.
“Much of our work for the multicultural marketing team is experimental because we create experiences for the communities we serve.”
As part of the “Winning Time: The Rise of the Lakers Dynasty” campaign, Team Gagne renovated a basketball court in Inglewood, California, with the help of Project Backboard. The idea was to leave a positive and lasting impact on society.
Strong marketers in the music industry board will consider strategies for breaking down musicians and artists. The music sector has been particularly hard hit over the past two years due to the cancellation of concerts and festivals.
“We have social media but at the end of the day, we sell music and we sell artists,” says Kendra Ellis, vice president of marketing at Atlantic Records, who is among the panelists. “So the fact that they are now able to get back on stage in front of the masses, I think is a really good thing.”
Ellis says social media will continue to be important to new artists and will help audiences discover new music. She also sees broadcasting live events like Coachella as an influential way to showcase artists and bands where audiences will be able to see what they can do in a live environment.
Atlantic recently partnered with Roblox, the global online gaming platform, to create a launch party for the artist’s recording of Why We Don’t, which featured fan-exclusive shows. The unique experience was a way to reach fans in their homes and raise awareness among players.
“I think for us it really doubles up on customer obsession,” says Okonwa Ojo, chief global marketing officer for Prime Video, who will join the conversation at the Meet the Masters Keynote Roundtable.
“One of the things we’ve learned in the past two years is that the world can change by a very large amount, very quickly,” Ugo says. “What that taught us is that we really have to stay close [to our consumer]. We’ve stayed close from a behavioral standpoint because we have a lot of behavioral data.”
Adrienne Lahens, who will speak on the Visionaries of Creator Marketing team, says marketing budgets for collaborations with creators will continue to increase. Global COO of Marketing Solutions for TikTok Creators says they will continue to give brands something they can’t get anywhere else.
“It’s word-of-mouth marketing on a large scale,” says Lahns. “You hear about a brand from someone you know, from someone you love, from your friend or from your family or someone you follow, carrying a lot more than just a brand saying, ‘Here’s my product, come buy me. “It’s true of anything. So, that kind of realism and authenticity, having a human advocate, someone who humanizes your brand, and creates content that is really emotional and resonates with people, is definitely one huge piece. [of what creators offer]. “
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