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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