Global - Business Users - Strategies - Using the New Media


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.

Table of Contents

  • 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

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Strategies & Analyses (Industry & Markets)

Number of pages 8

Status Archived

Last updated 20 Apr 2006
Update History

Analyst: Kylie Wansink

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