Media marketing
Linking content preference & commercial opportunity, from quad play bundles to VoD
In a sector that moves at warp speed, powerful media marketing and media market research solutions demand one thing: absolute immersion.KAE is entirely fluent in this space – in your commercial challenges, in the multiple platforms and formats impacting your business: HD & 3D TV, online, Video on Demand, mobile, print, e-readers…
In fact, we’re number one in Europe for linking customer content preferences to commercial opportunity.
But what demonstrates our sector fluency far better than our rankings is that we’re first port of call for some of the world’s leading publishers, broadcasters and online platform providers all seeking to optimise their media marketing strategy.
Here are just some of the questions we’ve answered lately:
- What is the optimal balance between user engagement & advertising volume on our VoD service?
- How can we improve our sales argumentation to media planning agencies & clients?
- How can we migrate differing ISP customers to a single pricing structure without increasing churn?
- What service diversifications could we develop to increase brand engagement & relevance both within & outside the media space?
- How do we cost the optimal ‘in-episode’ product placements for our clients?
Customer
The real value of tracking is realised when data is linked to financials and used to more accurately predict future performance
Using tracking to predict the future
Client: Multi-play media provider
With operations across TV, online, broadband and telecoms, our client had invested heavily in tracking customer service, satisfaction and performance across the customer experience touch points. Although core KPIs were tracked, what was not understood were the implications to the bottom line of a hit or miss of the customer experience targets. By mapping the customer experience tracking data against the internal customer service database – whilst also incorporating data on external factors – KAE was able to quantify the impact of achieving customer service targets. This allowed tracking to move from explaining the past to predicting the future.
Brand
When it comes to brand extensions, never overlook the halo effect of the master brand on the new product
Creating a viable brand extension
Client: TV channel
The client, a niche TV channel, sought to increase viewer engagement with the brand through brand extension opportunities – particularly in the experiential area. Using a combination of desk research, expert interviews, partner evaluations and financial modeling, KAE developed multiple business models outlining the ideal proposition structure, the investment involved and the 10-year revenue forecasts. Following workshops on consumer demand, a detailed marketing plan and a go-to-market strategy were clearly established.