Global - Business Users - Strategies - Using the New Media

Synopsis

Archived report: this report was archived in April 2006 and has not been updated. With the emergence of the New Media, technologies will increasingly play a more important role in the marketing mix of organisation. Marketers using New Media based on broadband and interactive digital TV networks will have to develop a range of new marketing strategies to fully exploit these new developments. Technology alone is not what will win costumers to new services. However, branding, customer loyalty programmes and a range of customer relation management (CRM) are going to significantly enhance the level of marketing sophistication, which ultimate make the difference between winners and losers.

1. Synopsis
2. Related reports
3. Marketing strategy
4. E-marketing
5. Market segments
- 5.1 New Media categories
- 5.2 From market segments to communities
6. Price elasticity and interactive services
7. Real time personalisation
8. Branding
- 8.1 Brands and reputations are earned not created
- 8.2 The Amazon effect
- 8.3 Emotional and cultural values
- 8.4 Brand does not reflect a product but an image
- 8.5 Service functions
9. The misuse of ‘customer service’
10. Interactive Marketing Bureaux

Table 1 – Price elasticity
Table 2 – Preferred pricing: flat monthly or use-based charge