Internet Based Marketing Communications: An Analysis of the Disney Website

Recent years have seen a major growth in the Walt Disney Company "enterprise" as one would call it. Growing from movies, TV, theme parks, stores to Broadway shows, Disney Company has set a benchmark for other companies. Early in 1996, Disney completed its acquisition of Capital/ABC. The $19 Billion deal brought the country's top television network to the Disney, in addition to 10 TV Stations, 21 radio stations, 7 daily newspapers, and ownership positions in 4 cable networks.

The new advances in technology allow businesses to reach different customer bases. This includes buying and selling products over the Internet. The online shopping process is considered e-commerce. E-commerce is made up of different behaviors but for the purpose of this discussion the three discussed are consumer-to-consumer (C2C), business-to-business (B2B), and consumer-to-business (C2B). The different behaviors have different mediums to reach their targeted audience. The message for each behavior persuades a particular audience to purchase a product using that particular medium. Consumers and businesses look to the web for cost-effective ways to sell and buy products.

Parks and Resorts: Walt Disney Parks and Resorts is one of the world’s leading providers of family travel and leisure experiences, giving millions of guests each year the chance to spend time with their families and friends, making memories that last a lifetime.

The parks and resorts component of Disney Corporation in the United States include the Walt Disney World Resort in Florida, the Disneyland Resort in California, Aulani, a Disney Resort and Spa in Hawaii, the Disney Vacation Club, the Disney Cruise Line and Adventures by Disney. Internationally, Disney also has parks and resorts with Disneyland Paris, France, Hong Kong Disneyland Resort in China, Shanghai Disney Resort also in China, and has licenses the operations of Tokyo Disney Resort in Japan. These parks and resorts all have Disney themes. Walt Disney sells admission to all theme parks around the world but also offers numerous

Going to Disney’s site gives an idea of Disney’s core competencies. These are - Studio entertainment, Parks and Resorts, Media Networks, and Consumer Products. It also gives an idea of how the Disney business is organized. The company site lists the breakdown as - media networks, parks and resorts, Walt Disney studios, Disney consumer products, and Disney interactive. You can definitely see this on their web site Disney.com. The site has a nice look and high quality feel to it. If you look at the style and set up of the web site you get an idea of weather I want to buy from Disney just based on the sites appearance and layout. The layout is very good and the graphics and pictures are crisp. The site mirrors the mission statement and as the

The Interactive Media consists of the Disney online sites that deliver entertainment for the audience of

THE DISNEY NAME IS KNOWN NOT ONLY FOR CARTOONS BUT MOVIES, TELEVISION, RADIO, AND THE CREATION OF ONE OF THE WORLD’S LARGEST AMUSEMENT PARKS.

The world of Disney has become omnipresent on Earth. Not many people alive in our day and age can honestly say that they have never seen a Disney film or read a Mickey Mouse book. In fact, since the 1940’s every child grew up watching Snow White, Cinderella, Pocahontas and the other princesses and princes, making them believe in a world where anything is possible and where magic is real.

After researching types on internet marketing to enhance our current traditional marketing, we’ve concluded that is it imperative to have an updated and interactive online strategy. In addition, we need to look for creative, yet honest ways to connect with a progressive, technologically advanced target audience.

The Walk Disney Company is a leading diversified international family entertainment and media enterprise with five business segments: Media Networks, Parks and Resorts, The Walk Disney Studios, Disney Consumer Products, and Disney Interactive. Disney provides a large variety of entertainment to a wide variety of audience members. Disney’s view with their social media is that their fans can interact with their many characters and role models on any platform.

In today’s world of business, everything is computerized and most of the companies use the Internet and information business to help keep their quality, save time and also cost. It also can reach out to more customers worldwide. For an example, with a website in the internet, it would relay the message to millions of viewers worldwide regarding the product and service that the particular company can provide and indirectly saves cost in advertising in television and print advertisments.

The Walt-Disney’s corporate strategy is to create a professional focused content. The Disney organization takes the newest innovation of technology to create a professional experience in entertainment. For instance, Walt-Disney utilizes innovation to bring the excitement of a carnival to the world. As a result, fun time is the strength of the family and Walt-Disney believed in a family branded industry in animation. Incorporating media networks to the theme parks allows Walt-Disney to be innovative and encourage the whole family to want to visit the theme parks, and resorts. Also, Walt-Disney’s owns its own network therefore they are able to control the marketing strategy. With the innovation of a marketing strategy Walt-Disney offers apps for mostly all electronic devices, therefore allowing its customers to access their products, animations, gaming apps and television programs anywhere in the world. Subsequently, Walt-Disney has expanded its company by having affiliate businesses, such as hotels, resorts, cruise liners, music publishers and theme parks to advertise its products. In addition, Walt-Disney has adding other Sci-Fi fictional characters, Marvel in 2009 and Pixar in 2006. Joining with international companies, such as China, Russia, and is available in 100 plus countries. This allows the company to market its product and increase the awareness of animation. Lastly, Walt-Disney company corporate strategy is to

Disney’s marketing plan and organization is based on several elements such as; selling more to existing customers based on positive reinforcement. For instance, “Disney offers advertising discounts on Twitter and games on Facebook. It makes sure that its licensed characters like Mickey Mouse and Spider-Man are advancing to new platforms, without changing Disney’s position”(Ramjee, n.d.).

The Walt Disney Animation Studios has been founded in 1923, which The Walt Disney Company was built for over 90 years ago. The Walt Disney Animation Studios is an American animation studio which creates animated feature films, short films, and television specials for The Walt Disney Company. It is located in Burbank, California. From the Snow White and the Seven Dwarfs in 1937 to the Frozen in 2013, this studio has produced 53 featured films in total. In 1923, it was originally founded as Disney Brothers Cartoon Studio

Many businesses are currently using various online platforms to promote and marketing their products. With the advancement of technology and increased access of the internet by people, the business have taken the opportunity to reach their potential customers through the internet. There are various advantages that accrue to a business entity that uses internet as a marketing tool. The internet marketing has tremendously increased and the businesses that have not embraced internet marketing are missing out on great opportunity (Schibrowsky, Peltier & Nill, 2007). The importance of using internet as a marketing tool is as explained below;