Building Today's Entertainment Destination [September 20, 2012]
To thrive in the digital age, marketers at media and entertainment brands are tasked with building profitable relationships directly with their customers, finding new ways to generate revenue from their rich content assets. Every day, they must delight fans by providing free and engaging content, while funneling them to the most valuable properties, personalities or other revenue-generating sections of their site.
It’s a challenge that many marketers face, but in my opinion entertainment companies have the toughest challenge. Each artist, movie, book or other entertainment property is a branded digital experience that must reflect the content and artist, but also must extend beyond a website to multiple interaction points with fans. At the same time, these websites serve as a primary brand hub, generating content and pushing it out across online, mobile and social channels to engage fans where they gather. For these companies, balancing content, community and commerce across web experiences isn’t just challenging – it can be daunting. But having an open source Web Experience Management (WEM) platform can alleviate some of the burden of managing multiple sites, and even contribute to your bottom line by lowering costs and creating efficiencies.