The emergence of streaming content services has shifted consumer behaviour and disrupted legacy distribution models. The move from traditional to streaming media is accelerating, as evidenced by major pivots from YouTube, Netflix and Disney.
This change is driven by consumer demand for access to quality content. Consumers now expect to enjoy content on-demand, across multiple of devices, and will pay for quality. In response, the industry has leaned into subscription-based models.
What are the implications of these changes? Media brands need to develop a customer strategy that orientates their organisation and marketing operations around a customer-first approach. Merkle’s people-based customer experience solutions have helped leading brands substantially grow their return on marketing investment and drive business results by helping you:
- Develop a clear understanding of how discrete customer groups want to consume content over the entire lifecycle
- Measure the value of these groups and prioritise spend to maximise resources
- Source the right technologies, capabilities, and suppliers to enable customer engagement that drives business results