We had learned in-depth information about the marketing strategy of 20th Television – in our previous article. In this article, we will be looking at the marketing strategy of Fox – one of the leading media broadcasting companies in the world.
This article aims at highlighting the various marketing strategies employed by Fox corporation and how beneficial these strategies have been in helping them stay ahead of the competition.
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Before we get into the details of its marketing strategy of Fox, we need to learn more about the company and its operations.
About Fox
Fox corporation is a media broadcasting company owned by the Murdoch family with its headquarters in New York City.
It was founded in 2019 after Disney acquired 21st-Century Fox. After the acquisition of 21st Century Fox, the assets that were not acquired by Disney became part of the new Fox corporation, officially formed on January 1st, 2019.
Following these events, they started operating independently on the 18th of March, 2019. Rupert Murdoch, the chairman of the company, announced his son Lachlan Murdoch as CEO and executive chairman.
Fox corporation comprises Fox News, Fox Business, Fox TV stations, Fox broadcasting company, Fox sports and so many other subsidiaries. The company is always looking for ways to grow its business and expand it, to reach a larger audience. Since the company started its operation in March 2019, it has acquired assets of its own and stakes in other different companies.
That same year, in May, for $236 million, Fox Corporation purchased a 4.99 percent share in The Stars Group, an online Canadian gambling operator, through its Fox Sports division. As a result, it was also disclosed that the businesses will collaborate on the development of sports betting goods for the American market under the name Fox Bet.
Early in July 2019, the establishment of SideCar was announced by Fox Entertainment, with Gail Berman serving as its executive chairman. Fox and other publications use SideCar as their content creation department.
Fox Corporation purchased Bento Box Entertainment, an animation studio, for $50 million in August 2019 and Credible Labs was purchased for $397 million.
For $440 million, Fox Corporation purchased streaming service, Tubi in April 2020.
| CEO | Lachlan Murdoch |
|---|---|
| CMO | N/A |
| Area Served | United States |
| Industry | Media |
| Market Share/ Revenue | $12.909 billion |
| Vision | To provide an all-encompassing news service dedicated to delivering breaking news as well as political and business news. |
| Tagline | Invested In You |
Marketing strategy of Fox
Now let’s further discuss the marketing strategy of Fox and its positive impact or negative impact.
Segmentation, Targeting and Positioning
Fox corp. and its subsidiaries cater to the percentage of the world’s population with access to a television, smartphone or radio. This is because it is a television broadcasting company. It also has an app and Fox news radio.
The company focuses on providing something for different tastes and interests, be it news, business, sports or entertainment in order to keep everyone, from every age grade, entertained and engaged one way or the other.
Although its channels are made available primarily to people in the United States, it has positioned itself to reach other audiences through its apps and by making its channels available in many other countries across the major continents of the world.
Marketing Campaigns
Fox corporation as a broadcasting company runs ad campaigns for other companies and brands on its channels but also understands the need for its own marketing campaigns.
In 2020, Fox corporation launched a new ad sales marketing campaign. Halloween Week 2020 served as the launch pad for two new sales campaigns for Fox Corporation and its assortment of television and digital content enterprises in order to acquire a head start in 2021.
One of those two projects is Fox Ad Solutions, a partner portal on the internet that makes case studies, campaign marketing materials, and other information accessible to present and potential advertisers, agency staff, and media buyer personnel.
The second is the type of B2B advertising campaign that many TV networks execute each year during the Upfront event season, which runs from late winter to early spring. All of the advertisements in the “The Power Of Fox” campaign’s implementation are digital and appear on various websites, including those of The New York Times, AdWeek, Advertising Age, and other publications.
Both initiatives demonstrate the strength and scope of Fox’s entertainment, sports, news, and Tubi — the company’s ground-breaking ad-supported streaming platform. The goal of the campaign is to educate marketers and advertisers on how Fox can support their corporate objectives across the four verticals separately or collectively across the full portfolio.
Fox launched another campaign in 2021 for one of its acquisitions, Tubi, a free streaming service that supports ads.
The campaign was aimed at alleviating fatigue in consumers relating to subscription services and increases in prices. Throughout the campaign, Tubi sponsored free activations on Zynga(a mobile game provider), Postmates(a food delivery service) and Pandora(a streaming music service). It also hosted giveaways of Amazon Fire TVs, Vizio TVs etc and sponsored giveaways on “The Ellen DeGeneres Show” and “Jimmy Kimmel Live.”
Social Media Marketing
Fox corporation’s subsidiaries have a massive online presence on social media. They can be found on Twitter, Instagram, Facebook and LinkedIn. They have way more followers on Twitter compared to Instagram, Facebook and LinkedIn.
On Twitter, Fox News has about 22 million followers, Fox Business has 839,000 followers, Fox Tv has 1.4 million followers, Fox sports has two million followers, and Tubi has 40.8 thousand followers.
On Instagram, Fox News has 7.3 million followers, Fox Business has 1.1 million followers, Fox Sports has 1.1 million followers, and Tubi has 210, 000 followers. The posts are mainly informational, to keep their audience informed and entertained on the go.
SEO Strategies
According to SEO rankings, having fewer than 500 keywords is terrible, having more than 1000 is good, and having more than 10,000 is outstanding. As you can see, www.Foxcorporation.com has 919 organic keywords, which is a very average number. This indicates that Fox’s digital marketing is getting a reasonable amount of insights.
Additionally, the traffic is known to be over 400,000 visitors each month, which is very impressive. In order to keep the brand climbing in the Google organic SERP results, Fox corporation still has to improve its SEO techniques.
Influencer Marketing
Fox corporation has not made use of this particular marketing strategy. It has not collaborated with any influencers to promote viewership.
E-commerce Strategies
As a company that renders services and provides information and entertainment, Fox corporation does not sell any products on its website and so does not make use of the e-commerce strategy.
Mobile Apps
The company has mobile apps for its subsidiaries such as Fox Business, Fox News and Fox Sports, and they are available for both android and ios users on the play store and the app store. Through the mobile applications by FOX, users can watch tv shows, sports and news.
Content Marketing Strategies
Fox corporation posts the majority of its content on its social media platforms but it also makes use of its podcasts, radio stations, mobile apps and tv channels.
This ends the elaborative marketing strategy of Fox. Let us conclude our learning below from the marketing strategy of Fox.
Conclusion – What’s Unique in Fox’s Marketing?
From this article, we can see that Fox and its subsidiaries cater to the tastes and interests of a large audience with the variety of programs they offer. With a lot of other news, sports and entertainment channels, Fox has set itself apart with its diversification and use of the right marketing strategies.
Though it does not make use of some of the marketing strategies listed above, its social media presence has been very beneficial.
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Fox has given you a good insight into the company’s marketing strategies.
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