Digital Media - Marketing Strategies & Analyses


Archived report. This report was archived in 2009 and has not been updated since. 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.

Table of Contents

  • 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. The future is digital people, not digital media
  • 8. Customer loyalty
    • 8.1 Case study - Emagine
    • 8.2 Loyalty until the next deal
    • 8.3 Customer segmentation
    • 8.4 Effectiveness of campaigns and loyalty programs
    • 8.5 Customer value management
  • 9. Permission-based marketing
  • 10. Advertising
    • 10.1 Digital advertising – a brief analysis
    • 10.2 Mobile marketing
      • 10.2.1 Market expected down rather than up
    • 10.3 New advertising models are long overdue
  • 11. Brand the key in online media
    • 11.1 The value of a good brand
    • 11.2 Rapidly changing online news market
    • 11.3 Learn to value brands
    • 11.4 PC vs mobile-centric worlds
    • 11.5 Multimedia journalism
  • 12. Related reports
  • Table 1 – Online users and other media
  • Exhibit 1 – Telecommunication convergence
  • Exhibit 2 – Why mobile marketing won’t work

Related Reports

Focus Report Profile


Digital Media
Mobile & Wireless Broadband and Media
Strategies & Analyses (Industry & Markets)

Number of pages 15

Status Archived

Last updated 25 Mar 2009
Update History

Analyst: Kylie Wansink

Purchase this Report


Licence Information

Share this Report

Purchase with Confidence

As you know, I have resigned from the Labor Ministry and have decided not to re-contest the seat of Charlton at the next election – both for personal reasons.

Before leaving Parliament, I particularly wish to record my thanks to you for your generous and constructive participation in the deliberations that generated significant economic policy reforms for the Australian community. Continuous economic transformation is a key challenge that faces all Governments.

The development of sound public policy should always be contestable. Ultimately, good and equitable outcomes are not concessions to any particular interest group, but the careful balancing of interests to create the greatest possible benefit for the nation. You have contributed to that, and I sincerely thank you for it.

Greg Combet, Former Minister for Climate Change, Industry and Innovation

Special Offers

Middle East - Mobile Infrastructure and Mobile Broadband
US$750.00 until 31 May 2017
(normal price US$1,500.00)

Middle East - Fixed Broadband Market
US$750.00 until 31 May 2017
(normal price US$1,500.00)


2017 Australian Smart Communities Conference
More information

Events | Event Partners

Sample Reports

A selection of downloadable samples from our Annual Publications catalogue.

Download a Sample Report

More than 4,000 customers from 140 countries utilise BuddeComm Research

Are you interested in BuddeComm's Consulting Services?

News & Views

Have the latest telecommunications industry news delivered to your inbox by subscribing to Paul's FREE weekly News & Views.