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Digital Strategy is Just Business Strategy

Digital Strategy is Business Strategy

Scott Brown, Director of Marketing, Cisco Media Solutions Group - quoted on Twitter at the Digital Media Conference West, San Francisco

The above quote from Cisco Media Solutions Group Director of Marketing, Scott Brown, highlights a point we make often when speaking to our media and entertainment customers about the Cisco Eos®  platform. We believe that a digital strategy (e.g. how you reach and engage consumers via digital distribution channels and social media)  should not be separated from an overall media business strategy.

Record labels should be applauded for recognizing that digital is not a separate strategy from an overall business strategy. As much as they are berated by the press, the labels are leaders in creating what are known as ‘direct to consumer’ or ‘D2C’ strategies and business units, focused on reaching consumers directly via online channels (artist web sites, social networks). D2C is a much wider strategy than just selling music product (physical product or digital on iTunes). Such D2C business also involves collecting data about consumption of content on social networks and digital purchase behavior to drive strategies in the real world like, “where should my portfolio of artists be touring”? Jeremy Welt, SVP of New Media at Warner Bros Records offers  that D2C strategy means many different things to different people.

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Professional Content Drives Web Traffic

Dan Scheinman Tweet

Dan Scheinman, our Cisco Media Solutions Group GM and SVP, above, tweeted about how powerful social networks need professional content.

During last year’s television season -- from the Fall of 2009 to the Spring close of 2010 -- I noticed a trend that supports this belief. It seems the more web content a TV network produces around their broadcast TV programs, the more traffic their sites generate. I also discovered TV ratings of the 4 major TV networks do not correlate to which network TV web sites (ABC.com, CBS.com, Fox.com and NBC.com) are the most popular. In fact, when it comes to ranking the traffic to TV web sites of the major networks, it seems the volume of online content matters more than the TV ratings. 

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