The Impact of Real Time Promotions in Digital Service Offerings
Notice how everything today is happening at an accelerated pace? That’s how your customers want to get what they need from you – ASAP. That means tighter delivery cycles and the ability to provide a multitude of different deliverables through numerous channels. Which in plain English means being able to deliver digital service offerings in real time. So the real question is, are your systems up to the task? Read on to find out.
Digital content and data services are the expected business growth drivers of Telecom operators. But this type of content is very different from the traditional communication services. These products are much more diversified, highly related to customers’ lifestyle, can have multiple cross-media relationships (e.g. song, ring-tone, real-tone, performer picture, latest gossip, latest video clip, other songs from the same album, link to concerts schedule, etc.), have a relatively easily identified target audience, and most have a relatively short lifetime (e.g. related to a specific event, hit parade, location, etc.).
| Leave a Comment December 11th, 2007
Long Tail, Short Head: unprecedented cross-selling
Everyone talks about The Long Tail, but what is it, where did it come from and how does it apply to digital marketing? The phrase was coined by Chris Anderson, editor-in-chief of Wired in an article published in that magazine in October 2004. It made a huge impression immediately and Mr Anderson subsequently expanded his theory into a book, The Long Tail: Why the Future of Business is Selling Less of More.
The theory refutes the long-held wisdom of the 80/20 rule whose premise is that 80% of sales would be made on the 20% of the inventory. The arrival of the Internet as a mass medium has proven this wrong. Amazon says 50% of its total sales come from a wide range of items that only sell once a month, while eBay’s staggering success came from auctioning obscure items.
| Leave a Comment November 18th, 2007
Digital Services Best Practice: Happy Hour Promotions
Expanding users’ tastes and influencing consumption habits are one of the challenges of digital marketers. Happy Hour promotions are one of the more interesting marketing practices that can help digital marketers achieve their goals. We think we have it down to a science at this point and today we’re going to share some of that insight with you.
Happy Hour Promotions can influence users to try services they have never used before by giving a discount during certain time periods. Another motivation can be in changing the customer’s behavior patterns, ideally moving them from high consumption periods to off-peak hours. For example, by offering happy hour calling rates in off-peak hours, a long distance carrier can expect users to use this opportunity. But the carrier should make sure not to substantially cannibalize full rate hour margins.
| Leave a Comment November 11th, 2007
The Right Way To Deploy BOGO in Digital Marketing
Having reviewed some of the key differences between using the BOGO paradigm in the brick-and-mortar world and in the online marketing world, some of our best practice recommendations for the proper use of BOGO with digital products are:
| Leave a Comment November 4th, 2007
Marketing digital services within the ‘Buy One Get One’ paradigm
The Buy/Get or BOGO (Buy One Get One) offering is a common retail promotion practice. The BOGO model encourages the customer to buy one or a few items and get special terms on other items, e.g. discounted or free other items, loyalty points, eligibility for preferential terms in other promotions, etc. This model is also applied in digital marketing scenarios such as: download a song and get a ringtone for free, buy this Madonna song and get another song for half price, or sign up for VOD service and get 100 minutes of international calls for free. In this post we will be looking at the use of the Buy/Get model in the marketing of content and digital services.
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