Key Challenges
Broadcasters find themselves in heated competition with digital natives who created industry disintermediation and changed how media content is consumed. Media consumption behavior now has shifted to an anytime, anywhere, flexible, binge-watching pattern across multiple digital devices. This digital disruption has forced broadcasters to adopt a direct-to-consumer business model where programming is delivered over-the-top across multiple digital channels. While broadcasters continue to create quality content, their marketers must now develop a digital marketing strategy that focuses on acquiring and retaining curated, direct-to-consumer relationships on a global scale. In order to succeed, consumer experience (CX) will become broadcasters’ key determining success factor.
- Providing a consistent omnichannel experience in the face of digitally fragmented consumer journeys.
- Personalizing interactions and journeys in the face of fragmented consumer media consumption data and the lack of digital personas.
- Targeting anonymous consumers with tailor-made marketing programs that address their specific needs.
- Dealing with inconsistent and fragmented consumer engagement across the customer lifecycle.
- Adapting to rapidly changing consumer demands and market changes.
- Dealing with shifting viewer media consumption behavior.
- Lacking sufficient consumer insight data in order to more effectively market to target audience.
- Growing their over-the-top business model.
- Lacking innovation to drive stickiness, differentiation, and innovation in the home and on-air experience.