TV Everywhere International - Volume 13 No 2 TV EVERYWHERE_Vol 13 No 2 | Page 20

contribution
Engaging the Digital Consumer? Get
it Right with the 3Cs
Kent Steffen, president
of over-the-top content
strategy, CSG, shares his
thoughts on how to engage
the digital consumer in
today’s connected lifestyle.
W
hen was the last time you tried to
get group consensus to watch a
movie? Even just with your family
at home, it can be a daunting selection process
– what genre? What rating categories? Which
plot line sounds better?
If a member of the group decides to watch
their own movie choice on their own device –
will your service be the one they choose? What
can you do right now to get that consumer, in
that moment, to choose your brand for their
content experience? It all starts with mastering
the 3Cs.
and constructing a consolidated, seamless, offerings of others into both the front- and
one-stop-shop subscriber portal for search, back-end of the customer experience.
content management and billing across each
personalised bundle of video content.
Partnerships that deliver live sports in
In order to build a user experience on par
with giant competitors such as Amazon and
Netflix, providers should prioritise developing
Content – Mix it Up to
Drive Repeat Business particular are on the rise, with the Premier enhanced features such as integrated
League matches available to stream through recommendations and search, not only for
What types of video content do you typically the PlayStation Vue and Twitter teaming with a single service, but across as many distinct
watch in a week? Chances are good that the NFL to stream games live. Sports and live services through partnerships as possible.
your list includes longer-form content such events in general, are a particularly powerful as movies, an episode or two of an original part of an overall content mix. Sports fans content or traditional TV series, and maybe a already have a vested interest in watching their live event such as a sports match. team compete and the most ardent fans never Customer Experience – it’s
the new Customer Care
miss a game. In our microwave-speed society, The new notion of ‘customer care’ in the
service is offering choice; not just “which movie” the appeal is apparent - fans love the ability digital era is really about a simple and intuitive
but across the viewing spectrum of streaming to watch the game on-the-go and leverage the consumer experience. Just as consumers
movies, TV content and access to live events. social aspects of sports fandom seamlessly into expect their viewing to be mobile, they
Combining multiple types of
content into a single destination
is compelling for the fickle
consumer in the moment and
gives them multiple reasons to
return to your brand experience
for their next bit of content as
well their content viewing, from sharing clips and want the experience behind those viewing
memes to engaging with other fans online. relationships to be as simple as finding a ride
Creating the right blend of content means
Part of encouraging consumers to choose your
providers need to work together to
create a one-stop-shop for both paid and
streamed content. In order to compete in
today’s digital economy, digital service
providers (DSPs) can bring together the right
mix of content types by forging partnerships
In addition, developing and delivering
original content is propelling the media
With the number of streaming options
industry right now, and more new companies increasing, the viewing time on the rise, and the
are joining the movement. Following the lead average streamer utilising up to six different
of entertainment networks such as HBO and services, it is natural that streamers would seek
Netflix, major social media companies such as features that assist with managing these various
Twitter and Facebook are starting to develop services. Key components include:
and share both live and original content. •  On-the-go connection through mobile
Social media platforms, without question, apps and online streaming, means
have captivated younger consumers. As these consumers can bring your brand into their
brands experiment with content models, experience wherever they go and through
other industries should take notice and learn
valuable lessons on content innovation.
Content and services partnerships will
whatever device they have at hand.
• Multi-profile apps with integrated
recommendations that track the content
continue to take place on a much larger scale, of each member of the household to
entailing a complex web of partners that personalise the user experience, and help
need to be managed carefully, from both a each user discover the content that is perfect
strategic and a back-office perspective. To
create a single-hub experience that appeals to
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or buying new shoes.
for their tastes.
• Integrated search to allow users to find
tomorrow’s consumers, providers will need content no matter what service, whether live
to undertake significant steps to integrate the or on demand.