The Use of Twitter and it's 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 using Parasocial Interaction, this is where GaGa informs all her fans about what she is doing where as she knows nothing about what her fans are doing, it is a one sided relationship. An example of Lady GaGa building this relationship is seen when GaGa posts on twitter about visiting certain places, this informs her fans about where she is and what she is doing, she portrays that she will be visiting certain people but she does not know which of her fans will be attending, so her fans believe her tweets are specifically aimed at them. This satisfies her fans in having a substitute for real life companionship when actually, GaGa only knows about a small percentage of her fans. GaGa targets such a large audience via twitter as she is the second most followed person with 33.5 million followers, this embraces digital technology and helps build a relationship with fans, causing her to gain satisfaction by encouraging her fans to legally download her music, because they believe they are identified personally with Lady GaGa. This then boosts GaGa's profit as she can earn money through advertising specific products in her tweets, encouraging her fans to buy them and benefiting GaGa for promoting these products, helping her earn a third of her wage.

Promotion via the Music Video

Lady Gaga used marketing via digital technology when producing music videos in order to promote each of the 5 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 of 'Just Dance' is when she personally identifies with them. Gaga uses models of behaviour similar to those of her target audience as she gets ready to go out, goes to a party and dances, this targets an audience of 15- 25 year olds as they also go to and desire to go to parties and dance. Gaga also uses social interaction to get her audience to express their feelings about the video 'Paparazzi' using word of mouth. GaGa engages her audience to talk about the video by wearing a metal costume, this would gratify her audience to talk about the video because they will talk about the metal costume. This could also engage her audience in The Watercooler Theory.