By Kevin McCauley
More than 90 percent of media/entertainment executives say they are not taking advantage of customer data to deliver customized content, according to a survey released July 12 by Accenture.
A whopping 95 percent admit to not having robust digital customer relationship management capabilities in place, while 58 percent say they are in the early stages of creating that ability.
The study covered 130 senior management level people in advertising, TV, publishing, film, music and gaming.
On the social media front, 55 percent say their companies have a clearly defined networking strategy. About four-of-ten (38 percent) see social networking as a way to gain customers intimacy. Seventeen percent use networking to gain sales.
Marco Vernocchi, global managing director of Accenture’s media and entertainment group, says the survey shows that respondents have made program in “achieving the goal of distributing content via any channel, in any format, to any device, most still need to form a holistic view of their digital consumer so they can monetize their content.”
He believes revenue growth in the multi-platform world is “dependent on delivering personalized, consumer-driven content to individual consumers via the right platform.” |