How did she launch?
Once Beyoncé set the Internet on fire with her announcement, word travelled fast and far on social media channels around the world. While all of the BuzzFeed lists, memes and gifs created of Beyoncé’s new videos were outside her control, her influence and sheer start power enabled her to stoke the social wildfire that ensued.
The artist turned to Instagram and Twitter instead of traditional marketing methods to spread the word about her album release
On Friday night, the pop star walked through a Wal-Mart store in Tewksbury, Mass., pushing a cart like any other shopper before stopping to announce that everyone there would get a $50 gift card.
Pop star releases record at midnight on Friday
This was no stunt. It was a smart and honest way to let the fans decide for themselves if they wanted the LP without major promotion and publicity. And, by announcing it first on Instagram to her millions of followers, it was a masterful nod to her true, loyal fans — and they have responded in kind.
Is Marketing Dead?
I wouldn’t so much say that “marketing as we knew it is dead” but rather that marketing is reverting back to what it was in the 1960s â€” relationship marketing.
What Beyoncé’s stunt did prove is that, at the core of everything, building a steady relationship with your audience is the most important part of all marketing.
What can we learn?
What can brands take away from Beyoncé’s success and apply to their marketing strategies going forward?
At a time when digital technology threatens to disrupt the way companies create value, marketers must find unique ways to use that technology to their advantage
At the end of the day, Beyoncé’s best marketing strategy was being Beyoncé. That the album itself is a critical hit without a clear single is yet another way in which it upends tradition.