Global - Digital Media - Marketing Strategies - Document Details

The most significant change broadband is bringing to the market is that it is opening up consumer markets. For decades only corporate users have been able to afford data services. The Internet quickly used this new data development to create an enormous number of consumer applications. Broadband improved the quality, by allowing for video-based applications, and, just as importantly, it has made access to digital media affordable to the mass market. This report includes BuddeComm’s analyses of the impact of digital media upon different industry sectors from a marketing perspective. More detailed information on the specific areas of advertising and permission-based marketing can be found in separate reports.

1. Synopsis
2. Introduction: the changing role of marketing due to digital media
3. Internet companies taking over the bat
- 3.1 Telcos operators of Internet economy infrastructure
- 3.2 Internet strategies around core business
- 3.3 Niche marketing for smaller telcos
- 3.4 Internet business models
- 3.5 New virtual business models
- 3.6 Wholesale to the Internet companies
- 3.7 Spinning off into the Internet economy
4. Simultaneous media users
5. The key drivers of growth
6. The role of service providers
- 6.1 Service providers as e-commerce leaders
- 6.2 E-Cash service providers
- 6.3 The role of ISPs
- 6.4 New telcos – no winner, many losers
7. Customer loyalty
- 7.1 Case study - Emagine
- 7.2 Loyalty until the next deal
- 7.3 Customer segmentation
- 7.4 Effectiveness of campaigns and loyalty programs
- 7.5 Customer value management
8. Permission-based marketing
9. Advertising
- 9.1 Digital advertising – a brief analysis
- 9.2 Mobile marketing
  - 9.2.1 Market expected down rather than up
- 9.3 New advertising models are long overdue
10. Related reports