The future of marketing in the entertainment sector will depend on the abilities of content owners and creators to adopt a cross‐platform approach to the distribution of their content
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1. Cue Entertainment Magazine September Issue 2007
Reaching Generation D
The future of marketing in the entertainment sector will depend on the abilities of
content owners and creators to adopt a cross‐platform approach to the distribution
of their content says former Universal Pictures UK film marketing chief Gavin Miller.
Back in 1998, marketing guru and author Peter Doyle wrote: “What satisfies customers
today will not satisfy them tomorrow… nothing is more certain than a firm’s current
products, technology, distribution channels and market position will become
obsolete”.
So it is with marketing the entertainment sector today where businesses and
individuals will need to focus on four key points to operate successfully.
Firstly, they will have to appreciate what’s happening in the whole entertainment and
wider marketplace and not just the specific market or ‘discipline’ in which they
operate.
Secondly, they must make understanding the consumer the No. 1 priority and use that
understanding to shape distribution and marketing strategies.
Thirdly, they must challenge creative convention in developing innovative and relevant
communications to both engage consumers and drive sales.
And fourthly, they must reconsider the structure of the industry to establish a new,
non‐linear business model that shapes the creation, distribution and marketing
strategy of content (in any format) across platforms and, importantly, at the moment
content is conceived.
Know your customer
The rapid and radical change and growth in new channels means that understanding
the consumer has never been more important for entertainment companies.
These changes will put traditional marketing and distribution methods under threat
but will also provide an opportunity for the sector as a whole.
To meet those threats and opportunities, a fundamental shift in approach to marketing
and distribution, as well as the overall business strategy, has to be the key priority.