Marketing Lessons from the Kardashians
In today’s lecture we discussed the convergence of the value chain. During this discussion, while we were learning how media is globalized, the distribution aspect of this chain stood out to me as what I believe to be the most important part of the chain. The professor mentioned how distribution windows are opportunities to make money on the content that is to be shared in the media, while the digital convergence of different media formats creates more of these opportunities. This led me to reflect for a moment on how important this is in today’s media-obsessed society because everyone is constantly connected. It is essential for brands, businesses, companies, etc. to promote their message through these distribution opportunities.
While people often believe the Kardashian/Jenner family are a bunch of talentless individuals, they actually are extremely savvy with taking advantage of distribution windows and the digital convergence because they are constantly everywhere. Their media presence is massive on television, Snapchat, Instagram, Facebook, Twitter, their own personal apps, etc. and they use these platforms to promote themselves and their brands. An example of that in their family is Kylie Jenner’s cosmetic line that led her to rake in over $18 million in 2016 (not bad for a 19-year-old girl!) Their family is a prime example of using digital convergence to its full potential by expanding an empire and creating more opportunities to expose their brands.
Here is a really interesting article explaining how the Kardashians use the media to promote their brands.
2. Net Neutrality Revisited
Today while reviewing for our midterm in class, we briefly discussed the concept of Net Neutrality. Net Neutrality is a topic that’s frequently discussed in casual as well as political conversation. Net Neutrality is the concept that Internet service providers should enable access to all content and applications regardless of the source, and without favoring or blocking particular products or websites. Those in favor of the idea argue that it’s fairer for Internet service providers to provide equal treatment for all Internet users. Those against the idea believe that the free market should run its course and that those who can afford to pay the higher rates should have access to better service. Personally I’m opposed to the idea because I too believe in the concept of the free market, which is the concept that increases the competition that ultimately leads to prices and overall quality being better. Many debate over whether or not the administration of newly inaugurated President Donald Trump will maintain Net Neutrality standards or take steps to diminish the concept.
Here’s a link to Forbes that further discusses the topic.