Media and Telecommunications Marketing

The fields of media and telecommunications are two of the most dynamic and complex industries in the world. The tremendous growth of information and entertainment products has dramatically changed the communication landscape. Increased competition has created a highly competitive and crowded marketplace. Today’s consumers are faced with innumerable choices. The ability to succeed in an ever-changing field like media and telecommunications requires strong marketing skills.

What is Marketing?

Marketing involves understanding what consumers want, what motivates them to buy and designing the optimum product or service to meet those needs. To that end, marketing involves the creative design, promotion, sale and distribution of products and services to the marketplace. It requires selling the right product (or service) at the right price, at the right place, using the right promotional tools. Collectively, these four elements are referred to as the “Four Ps” of marketing, or the marketing mix.

Marketing also requires the ability to build and sustain valued customer relationships over time. Telecommunication companies such as cable operators are continually in the business of attracting new customers and preserving the ongoing relationship with existing ones. In short, marketing requires more than simply making the first-time sale. It’s about keeping customers so satisfied that they will not turn to another company’s products or services to meet their needs. In the field of media and telecommunications, understanding and responding to the consumer are essential against a backdrop of audience fragmentation and increased consumer choice. Preserving the valued relationship with an existing customer is critical.

Digital Media Marketing

Social media represents a category of Internet based activity where a virtual community of users share information through the use of individual profiles, contact information personal messages, blogs and commentary, and videos. The operative word is social since it involves the reaching out and sharing of one’s ideas, thoughts and experiences to a common community of users. Simply put, social media is about the power of networking and relationship building. Social networking sites like Facebook, Twitter and Linked-In provide important opportunities for on-line users to congregate, socialize and exchange information which can sometimes lead to new professional opportunities or involve selling personal goods and services. Marketers recognize the targeting potential of these websites and continue to explore ways to reach consumers via these on-line communities. Digital media marketing provides a platform for news and information updates as well as providing a low-cost platform for enhancing brand awareness.