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Connecting with the digital customer of the future

Connecting with the digital customer of the future Purpose – The authors expect that media and entertainment (M&E) providers will increasingly be challenged to offer consumers entertainment experiences that are more relevant, and therefore perceived as more valuable. This paper aims to investigate this issue. Design/methodology/approach – The paper looks at the authors' 2011 survey, which revealed four prominent types of “digital personalities” that are not age‐based, but instead are based on the combination of degree of access to content and intensity of content interaction.” Findings – The paper finds that to move beyond merely distributing digital content, M&E providers should: think and act like business‐to‐consumer (B2C) companies, no matter where they sit in the industry value chain; target consumers' specific digital personalities; deliver holistic, relevant content experiences – not just content alone; and create new flexibly integrated, cross‐channel digital revenue models that can deliver value comparable to traditional models. Research limitations/implications – The fourth annual IBM Institute for Business Value digital consumer survey questioned over 3,800 consumers in six countries – China, France, Germany, Japan, the UK and the USA – to evaluate current and future digital content consumption behaviors. Practical implications – Making digital content more social includes finding smarter ways to connect to customers, connect the ecosystem and refine content. Originality/value – The paper provides useful information on making digital content more social and smarter ways to connect to customers, the ecosystem and to refine content. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategy & Leadership Emerald Publishing

Connecting with the digital customer of the future

Strategy & Leadership , Volume 40 (6): 7 – Nov 2, 2012

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1087-8572
DOI
10.1108/10878571211278868
Publisher site
See Article on Publisher Site

Abstract

Purpose – The authors expect that media and entertainment (M&E) providers will increasingly be challenged to offer consumers entertainment experiences that are more relevant, and therefore perceived as more valuable. This paper aims to investigate this issue. Design/methodology/approach – The paper looks at the authors' 2011 survey, which revealed four prominent types of “digital personalities” that are not age‐based, but instead are based on the combination of degree of access to content and intensity of content interaction.” Findings – The paper finds that to move beyond merely distributing digital content, M&E providers should: think and act like business‐to‐consumer (B2C) companies, no matter where they sit in the industry value chain; target consumers' specific digital personalities; deliver holistic, relevant content experiences – not just content alone; and create new flexibly integrated, cross‐channel digital revenue models that can deliver value comparable to traditional models. Research limitations/implications – The fourth annual IBM Institute for Business Value digital consumer survey questioned over 3,800 consumers in six countries – China, France, Germany, Japan, the UK and the USA – to evaluate current and future digital content consumption behaviors. Practical implications – Making digital content more social includes finding smarter ways to connect to customers, connect the ecosystem and refine content. Originality/value – The paper provides useful information on making digital content more social and smarter ways to connect to customers, the ecosystem and to refine content.

Journal

Strategy & LeadershipEmerald Publishing

Published: Nov 2, 2012

Keywords: Media and entertainment industry; Digitally connected consumers; Personalized content; Consumer behaviour; Digital revenue streams; Content ownership models; Content accessibility models; Content on demand; Differentiated customer experiences; Customer analytics; Social media

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