Viewer Relationship Management: Leveraging Technology to Promote Consumer Intimacy for Content Owners and Advertisers

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Pedro Pereira Managing Editor, Webcasts/Digital Events	Brian Morrissey Digital Editor, Adweek

Bruce Benson FTI Consulting	Julie Stoughton Director, Industry Solutions Marketing, Media & Entertainment

In the age of social networking and smart phones, media companies and advertisers have an unprecedented opportunity to establish one-to-one relationships with the consumers they are trying to reach. By leveraging these new direct marketing channels, companies have the ability to capture valuable information about consumer preferences and goals. What this means is advertisers have a powerful tool to tailor their message and align it much more closely with the consumers’ wants.

This new ability to reach consumers represents a monumental shift from the broadcast paradigm, opening new doors to a level of viewer intimacy that would have been impossible with the more traditional channels of communication and advertising. As such, the up-sell opportunities for content owners are nothing short of exponential.

Companies can take advantage of the power of social networking sites to connect with consumers in a dialogue, as opposed to simply broadcasting a message and hope that it reaches the right ears. Through smart phones, advertisers have the opportunity to reach finely targeted audiences through text messaging, e-mail or voice mail. IM offers yet another opportunity for focused marketing with an eye to establishing intimacy with the consumer.

With today’s technology, media companies and advertisers can leverage their direct-to-consumer channels or collaborate with online distributors to develop a powerful "viewer relationship management" system. By doing so they have the opportunity to harness consumer insights, promote consumer engagement, and generate new sources of revenue.

Join Adweek Media Group for this live, interactive Web Seminar, sponsored by SAP, and hear from industry experts regarding how to leverage available modern technologies to make a connection with the consumer. Find out in this online-only event what are the proven ways to establish this connection for the best results.

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