GUEST AUTHOR – INTEGRATED MARKETING
for entertainment
MySpaceorTwitter.Thiswillbe
anessentialmarketingtactic
movingforward.
Asthelocationwhere
consumersreceive
entertainmentbecomesless
static,brandsalsoneedto
becomeflexibleandinnovative
withtheirmarketingstrategies.
Mobileentertainmenthasnot
achievedmainstreamadoption
yet,buttheopportunityisthere
forbrandstoownthisspaceand
engenderloyaltyearlyon.
Oneofthebarrierstomobile
downloadingofmusicandvideo
contentispriceandwhile28per
centofconsumerssaythey
wouldbewillingtopayto
downloadmusictotheir
mobiles,thisisnotthecasefor
othertypesofcontentsuchas
filmsandshortclips.
Brandscanovercomethis
throughadvertisinginexchange
forfreecontentorcheap
downloads–58percentof
consumerswelcomethis.For
example,‘ItComeswithMusic’is
anofferthatallowssubscribers onecompanyleadingthewayis targetaudiencestosharetheir
whopurchaseaNokiamobile SonyEricsson.Thisyearitwill passionswithothersbothoff
Competitive
phonetogetunlimitedaccessto introduce‘PocketTV’,amusic andonline.
awiderangeoftracksforayear. andentertainmentshowthatis Shyingawayfrom
advantageis
freetodownloadandsharefor experimentingwithnew
theretobewon
Increasinglysophisicated 13weeksonmobilephones. technologiesisnotanoptionfor
Althoughmobileentertainment Brandsmustbecreativein brandswantingtoreachtoday’s bythosewith
stillappearstobeinitsinfancy theirapproachtoconsumersand consumer.Thereisanadvantage
inwesternEurope,andtherewill newtrendsareanidealwayto forfirstcomersinthisspace.
thetightestgrip
alwaysbethoseconsumerswho influenceanexperientialaudience. Competitiveadvantageis
prefernon-digitalentertainment, theretobewonbythosewith
onhighlyvolatile
theadoptionofincreasingly Tightestgrip thetightestgriponhighly
consumer
sophisticatedmobilephones Consumersarefastinadopting volatileconsumerbehaviourand
withbuilt-inInternetbrowsersis newtechnologiesand,asthey latesttechnologiesthatcaterto behaviour
drivingthismarketforward. do,newchallengesemergefor theirpassions.
Mobiledownloadingis brandsthatwanttobuilda Thosebrandswhichdonot
andlatest
currentlyanichemarketwith deeperrelationshipwith respondtothisevolutionwill
technologies
theexceptionofmusic,which14 theiraudiences. ultimatelylosetheabilityto
percentofconsumers Brandsmustidentifypeople’s communicatewithconsumers.
thatcaterto
currentlydownloadtotheir passionsandengagethemwith
mobilephones. interestingandexcitingcontent.
theirpassions.
Brandshavefreereignto Asentertainmentisprimarily ChristopheJouanismanaging
experimentinthisspaceand social,it’simportanttoallow director,TheFutureFoundation.
www.dmi-news.com June2009 11
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