The digitalization of the media and telecom industries has been driven by changing consumer behavior and expectations, especially among millenials who demand instant access to anything, anytime, anywhere.
Change driven by technology, innovation, and consumer demand is creating new opportunities in the media and telecom industries. Business transformation has reached a level of maturity in both industries, opening up a whole plethora of opportunities. The qualities of digital media like accurate metrics, combined with interactivity have created whole new marketing opportunities. Media firms and telcos need to accept digital transformation and take advantage of opportunities brought about by convergence. They need to adapt their business models to fight competitive threats and seize opportunities to grow.
Meanwhile, the growing availability of open-source and free software has enabled even smaller companies to build innovative products in record time. The telecom industry faces a rapidly changing economic and competitive landscape driven by internal and external digital disruptions that point to a fundamentally different future reality. At the same time, the industry is increasingly critical to realizing the large societal and economic benefits generated by the digitization of other industries. And finally, with IoT, a network of connected machines delivering smart services, which will offer the media and telecom industries a whole range of opportunities to create seamless, personalized services. Going digital has had massive impact on marketing as well thanks to accurate metrics and higher interactivity.
A transformation of marketing is underway as we spend more time on our mobiles, tablets and laptops. The challenge for brands is to connect with customers through all these devices in real time and create campaigns that work across social media, display advertising and e-commerce. The modern-day marketing department needs to combine the creative side with the technical side of data, digital engineering and analytics. Marketers need to work closely with data specialists, web developers and social media professionals. Marketing departments need to provide compelling campaigns across these different devices and become proficient in using technology.
Since consumers on digital platforms have different expectations about how they will pay for content, additional services will be required to fill the gap. That is why finding the right mix of services that complement or improve the viewing experience will be one of the main strategies that should help both drive consumer engagement and increase the chances of profitability. Kilowott’s experts can help.
The power of data
The single, biggest ‘blind spot’ in marketing prior to digital transformation was the lack of high quality, actionable data for marketing experts to make decisions. Analytics has become a game changer for marketing efforts by providing more granular information about customers. Marketers now have much more precise user data and metrics, allowing them to tweak and optimize marketing plans, making it possible to be far more agile, responsive, and targeted. Advanced analytics and machine learning can also be applied to content production, helping media companies optimize resources, improve efficiency and trim waste. Most news sites today have the ability to customize their content, where users are allowed to choose the ones they prefer and would like to see. More accurate analytics and customization have changed the way viewers receive their information intake.
Smart supply chain
Artificial intelligence and platform-based solutions are also being applied to manage costs and improve speed across content supply chains. From document workflows to metadata and from quality checking to ingestion and delivery, the opportunities are there for digital technology and automation to lead to smaller production teams and simpler postproduction processes.
Virtual and augmented reality
VR and AR are becoming a big trend in the media landscape today. Several media platforms today have the ability to pan 360 or even to take part in interactive sessions by virtual reality helmets. This is especially true within the gaming industry where many are looking to create a more life-like experience.
News and media firms gather can leverage reliable first-party audience data to counteract the scrutiny of third-party data and ensure compliance with user privacy regulations. Uncovering rich reader insightsfrom that data will help craft effective audience-based and contextual campaigns.
Networks of the future
Virtualization and an abstraction of the physical hardware layer promise to fundamentally change the basis of future technological differentiation by creating networks that will be self-aware, self-optimizing, self-healing and self-secure.
Redefining customer engagement
To win the race for customer loyalty and mindshare, the telecom industry will need to increasingly deploy features and tools that deliver delightful digital experiences. This is especially important as customers now expect the high-quality service they receive in one industry to be matched by companies in other sectors.
Our key to success is coupling the right strategy, process design and innovation with IT. Our clients view us as leaders in commitment to implementation. Get it touch now!
The ngX Framework
Based on our deep design and technical experience across industries we’ve developed a proprietary digital framework, the ngX framework, which is leveraged across all our projects.
The ngX framework consists of the following steps:
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