As the speculation over a possible Disney acquisition of Twitter is making the circle in business world, it's the latest, but not definitely the last, example of how technological disruptions are blurring the lines of traditional media outlet, social media platform and entertainment industry. In post-cut-the-chord era, it's the distribution play that is going to be a key differentiator in choosing the winner from among the content providers. It's no more possible to have a successful content provider to survive, leave alone succeed, without being a smart distribution player in this disruptive marketplace. In this context, if Disney-Twitter merger goes forward, it is likely to be a case in study for
(1) How successful a traditional media outlet integrates a social media platform as part of its distribution strategy
(2) What degree of personalization it brings in terms of content richness
As the cable viewership is declining precipitously by the day, traditional media company and content providers are reinventing themselves as an integrated content and conduit enterprise in order to provide a rich and personalized experience to consumers at a cheaper price. In the context of this disruptive and evolving business climate, social media like Twitter will play a key role to help traditional media outlet such as Disney to know at a very personal level who its customers are, their personal taste and preferences, and most important, key customer propensity patterns. The granularity of these voluminous information will help traditional media outlet to create customized content for consumers. The level of customization is likely to vary by the degree and depth of information to be collected from the social media channel such as Twitter that would play a twin role of content distribution and customer data collection.
(1) How successful a traditional media outlet integrates a social media platform as part of its distribution strategy
(2) What degree of personalization it brings in terms of content richness
As the cable viewership is declining precipitously by the day, traditional media company and content providers are reinventing themselves as an integrated content and conduit enterprise in order to provide a rich and personalized experience to consumers at a cheaper price. In the context of this disruptive and evolving business climate, social media like Twitter will play a key role to help traditional media outlet such as Disney to know at a very personal level who its customers are, their personal taste and preferences, and most important, key customer propensity patterns. The granularity of these voluminous information will help traditional media outlet to create customized content for consumers. The level of customization is likely to vary by the degree and depth of information to be collected from the social media channel such as Twitter that would play a twin role of content distribution and customer data collection.
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