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Media and entertainment companies face daunting challenges as they prepare for the future of their industry. The combination of new technologies and economic pressure on core operations raise the stakes for making the right business decisions, as well as avoiding the wrong ones. As new devices and delivery formats offer more active, customized experiences to the end user, media firms have found that the traditional methods of creating value are insufficient to remain competitive. To succeed, companies must develop and implement a comprehensive strategy that embraces the potential of fully-integrated media.
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Today, the distinctions between advertising and marketing have blurred, as new forms of communication combine the ROI-characteristics of direct marketing with the brand characteristics of traditional advertising. With digital consumers increasingly in control of their media experience and advertisers shifting their spend to more interactive, measurable formats, companies must move beyond traditional advertising to combine granularity of targeting and measurement with cross-platform integration. New IBM research concludes that to adapt and succeed – especially in the current economic environment – content owners, media distributors and agencies need to build a new set of capabilities: cross-platform innovation, greater insights, open collaboration and digital processes.
To read more about this study, access the paper.
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