ADME

The new technologies make customer relations management (CRM) possible, more efficiently than ever before. How do I build up a relationship with the consumer? The result: Databases with consumer information, which are ideal for repeatedly tapping into new sources of income.

The context

The advertising and media markets are going through radical changes.
The advances in digital media entail an increase in the number of advertising channels as well as sweeping shifts in marketing budgets. Interactive advertising channels such as the Internet, IDTV, or mobile applications, are gaining in importance at the expense of the traditional media.

Furthermore, advertisers are increasingly making use of below-the-line advertising such as direct marketing and point of sale (POS) actions, in which advertisers try to reach consumers at the moment of purchasing decision.

The advent of new technologies such as IDTV and Personal Video Recorders (PVRs) is forcing broadcasters to search for new ways of reaching consumers, as viewers can now decide for themselves whether to watch commercial breaks or zap them altogether.
Online newspapers offer opportunities for new advertising applications.

The project

This project aims to investigate what strategies can be developed to give publishers of daily and weekly newspapers as well as commercial broadcasters more resources in the brand and classified advertising markets. Indeed, although new technologies and advertising models threaten the position of the media, they also offer ample opportunities.

These new technologies are directed at individual consumers and at building a relationship with them (CRM, Consumer relations Management).
Whoever holds consumer data is in a position to use them as a new source of revenue.

The sector further needs:

• Improved segmentation and tracking of the media consumer's profile and behaviour;
• Integrated communication through a multiplicity of channels;
• The generation of new formats (multimedia & interactive);
• A conversion of existing consumer databases into Customer Relations Management (CRM);
• Refined assessment of the efficacy of campaigns.

New technologies can also provide the traditional media with opportunities concerning POS actions. For instance, IDTV, which allows consumer data (name, address, bank account data, etc) to be stored in the digital set-up box, makes instant buying possible. Printed press websites are further blurring the boundaries between below-the-line and above-the-line advertising.

As a pilot case a number of applications will be developed by using three distribution platforms: MHP, Myrio and the internet, for different media carriers with focus on interactivity, personalisation and direct marketing.

The development of a strategy for the media requires competence and further research in the following areas:

• Analysis of the problems and causes of the decline of advertising revenues for the print and audio-visual media;
• Strategies for the print media to retain online classified advertising and to develop new formats;
• Strategies for TV broadcasters to develop interactive advertising formats;
• Strategies for the media companies to integrate direct marketing and POS actions by means of new technologies;
• Improved segmentation and tracking of the media consumer's profile and behaviour;
• Drawing up a legal framework for product placement and bartering as well as for the innovations mentioned above;
• Security and privacy in the use of CRM applications.

Leaflet: Dutch, English