Promotion via the music video
Lady Gaga used marketing via digital technology when producing music videos in order to promote each of the five singles that she released from the album "The Fame". These music videos were cleverly designed in order to gratify her target audience with a specific mode of address. An example of this is visible in the music video "Love Game" in which she dresses provocatively to gratify her audience's need for aesthetic enjoyment, for example she wears a leotard that shows the majority of her body and combines this sexual appearance with provocative dancing.
She also targets the preferred audience with the use of product placement, in which she combines aspirational and relatable products with the use of 'Chanel' shoes and 'Beats' earphones. Also the relatable setting of an underground train combines with aspirational qualities, as it is full of dancing models.
The use of Twitter and its benefits
Lady Gaga is also well known for using the social medium of Twitter to communicate with her social networking teenage fans on a regular basis. Via adopting this strategy of digital technology in her marketing Lady Gaga increases her sales by providing fans with exclusive You Tube videos directed straight from Lady Gaga herself, to her 33 million followers. This then creates a parasocial relationship between her and her fan base; the 'Little Monsters', highlighting her tendency to seem like she is one of them. It builds loyalty and a false sense of a friendship which "E" believes will make fans less likely to illegally download her music, and therefore guarantee her and her record label more money.
She is also able to use Twitter as a way to promote other brands and further increase their sales, as she has the power to 'tweet' a link to a particular website for something such as 'Ray-bans' and combines this with some of her own words, telling her fans how much she likes them. This is the likely to encourage them to buy these items, as they will then feel as though they have something in common with Lady Gaga, whether she genuinely likes them or not.
