Global Marketing Communication Essay Example | Topics and Well Written Essays - 2000 words

Global Marketing Communication - Essay Example The project was built with a support from the Australian filmmaker, Darius Devas. The inclusion of Devas was important as he had already travelled to Goa, India. He was allowed to document the reunion of his old friends who were there as part of Goa hippy Mecca in the 1970s. The documentary was built by collecting response from the significant personalities which were key in the entire story. At the first stage, the Dubs has come up with 13 video vignettes on the platform of Facebook. This was done on a regular basis throughout the months of March and April, 2010. The platform was chosen in the wake of customers’ growing attraction towards the online content. The project was an effort by the leading broadcast medium SBS, Freehand Television, Screen Australia and Screen NSW. The strategy was implemented in two stages. At the first stage, the Facebook Group was considered to attract the audiences. At the later stage, the Facebook fan page was included to communicate with the tar get audiences. The project started off with the introduction of ‘Goa Hippy Tribe’, an online community to connect the relevant people and communities. The community page put its effort to be linked and associated with the audience group who is passionate about the group and emotionally tied up with the Goa hippy community. The videos were related to certain themes like drug subculture, young age spirituality and trance music which can be associated with the Goa. Furthermore, the Dubs also used other media platforms like YouTube and Flickr to push its product to additional audiences. The project was a success as there was audience engagement in the making of this documentary TV series. As the people felt that they were actually involved in the making of the process. The loyalty was enormous with the feel of joint ownership. The audience base also increased through word of mouth communication. At the end stage, after the documentary was done, a fan page was created to rea ch out to a larger audience group. Through the group and fan page, the project was able to reach out to 9000 fans without spending a dollar on traditional marketing or advertising on air. Traditionally in a documentary film, there is enough research involved with a considerable number of interview processes. These are never released to the audiences (Tay, 2010). However, as those were released and were used to shape up the documentary films, people felt connected to the making process of the same leading to an emotional feeling and passion for the documentary series. Facebook also allowed the audience sot take part in the group discussion for this project leading to fetching a considerable attraction from its fans. This feeling of involvement was possible through Facebook and led to the success of the documentary series. Link between the Case and Relevant Theories Communication is one unique activity which establishes the relationship. The communication has been central to the integ rative marketing process. Dunca and Moriaty have come up with a communication based marketing model to manage the relationships. They developed a model displaying the significance of communication in the foundation of the marketing efforts. The communication seems to be one of the most significant elements of the marketing leading to the establishment of the brand relationships with