By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData Collective
  • Analytics
    AnalyticsShow More
    construction analytics
    5 Benefits of Analytics to Manage Commercial Construction
    5 Min Read
    benefits of data analytics for financial industry
    Fascinating Changes Data Analytics Brings to Finance
    7 Min Read
    analyzing big data for its quality and value
    Use this Strategic Approach to Maximize Your Data’s Value
    6 Min Read
    data-driven seo for product pages
    6 Tips for Using Data Analytics for Product Page SEO
    11 Min Read
    big data analytics in business
    5 Ways to Utilize Data Analytics to Grow Your Business
    6 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: How 3 Non-Traditional Media Companies Use Media Strategy to Win Big
Share
Notification Show More
Latest News
cloud-centric companies using network relocation
Cloud-Centric Companies Discover Benefits & Pitfalls of Network Relocation
Cloud Computing
construction analytics
5 Benefits of Analytics to Manage Commercial Construction
Analytics
database compliance guide
Four Strategies For Effective Database Compliance
Data Management
Digital Security From Weaponized AI
Fortifying Enterprise Digital Security Against Hackers Weaponizing AI
Security
DevOps on cloud
Optimizing Cost with DevOps on the Cloud
Development
Aa
SmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Data Management > Best Practices > How 3 Non-Traditional Media Companies Use Media Strategy to Win Big
Best PracticesBig DataBusiness IntelligenceCulture/LeadershipData Management

How 3 Non-Traditional Media Companies Use Media Strategy to Win Big

Samantha Meckler
Last updated: 2014/07/21 at 8:02 PM
Samantha Meckler
9 Min Read
Image
SHARE
- Advertisement -

ImageThere is plenty of ambiguity around the term “media.” To the paranoid, it means propaganda or tabloids. To others, it is news and information. In commerce, media means engaging with customers. In tech it’s often just a noun – a tangible source for knowledge, like a mobile app, a tablet, a website. In grad school, media was simply the means of influencing an audience via communication.

Contents
In a League of Their OwnIt’s Puppy LoveAmerica’s Soft Drink of Choice

ImageThere is plenty of ambiguity around the term “media.” To the paranoid, it means propaganda or tabloids. To others, it is news and information. In commerce, media means engaging with customers. In tech it’s often just a noun – a tangible source for knowledge, like a mobile app, a tablet, a website. In grad school, media was simply the means of influencing an audience via communication.

- Advertisement -

Now, what comes to mind when you think about media companies? If you’re traditional, you’ve probably instantly thought of a Hearst, a Conde Nast, a News Corp. But ask a millennial and likely those legacy brands aren’t top of mind. Legacy news sources simply aren’t claiming the bulk of millennial media consumption any longer. 

Whether it be entertainment, smut, crisis communication, or even some good ol’ click-baiting, media’s main goal is to fight for your attention – and that rings true whether or not you are a traditional media company.

More Read

database compliance guide

Four Strategies For Effective Database Compliance

Fortifying Enterprise Digital Security Against Hackers Weaponizing AI
Data Visualization Boosts Business Scalability with Sales Mapping
Data-Driven Marketing Offers Huge Benefits for Landscapers
What Role Does Big Data Have on the Deep Web?

With the explosion of content marketing (e.g. blogs, white papers, free reports, sponsored posts) and social networking, all companies are looking for interaction – it’s what validates your digital presence and, essentially, your product offering. From the MLB to ecommerce startups or your favorite soft drink, here, we look at a few companies outside the scope of “media,” but are using media to bolster ROI, brand awareness and customer lifetime value like never before.

In a League of Their Own

America’s most treasured pastime may have always fit some definition of media, but in the digital age, major league baseball as a media company has taken on an entirely new meaning. Maury Brown’s contribution to Forbes exposed the MLB’s Advanced Media tech company for exactly what it is; the king of live streaming media, or “the biggest media company you’ve never heard of.” MLB Advanced Media describes itself as:

MLBAM (MLB Advanced Media) is a full service solutions provider delivering world-class digital experiences for over ten years and distributing content through all forms of interactive media. Our digital leadership and capabilities are a direct result of an appreciation for designing dynamic functionality for web, mobile applications, and connected devices while integrating live and on-demand multimedia, providing valuable products for millions of fans around the globe.

- Advertisement -

With an upper hand as the rightsholder to MLB content (that includes individual teams), Advanced Media has exclusivity to baseball’s live-streaming, on-demand and all other digital experience across any platform. By creating a copyright, essentially, on all of baseball’s digital content, Advanced Media is able to provide sponsorship value across marketing channels, at points of purchase or wherever the fan may be. Suddenly, the MLB has become it’s own agency, much like the powerhouses that are The New York Times, The Wall Street Journal and so forth.

Fans are connected now more than ever. An amazing feat, considering sports teams contain some of the most loyal brand followers there ever were – the kind that looks forward to hearing from the brand (imagine that!). It doesn’t stop at live-game viewing or just digital content consumption, though. MLBAM also has a ticketing division to help get fans in seats. From every angle, Advanced Media is managing and capitalizing on the MLB’s digital world to keep fans engaged both in and out of the stadium.

At the In-Stadium Sports Fan Experience Summit in Chicago on July 14-15, amongst many hot topics, panelists discussed the movement toward paperless tickets. The more digital tickets that are sold, the more the MLB can identify who the fans are behind the purchase and optimize those experiences going forward. Sports teams and leagues are indeed coming around to the value of their loyal fan data and using it to drive digital initiatives that surprise and delight even the most downtrodden of fans.

The MLB, thinking outside the box, recognized the amazing opportunity to score in an excessively connected universal fan base out of the stadium and during the off season. Content and new media methods to reach fans are becoming more important than ever, and MLBAM is truly a media company of the digital age.

It’s Puppy Love

eCommerce company Bark & Co. has won over the hearts of dog spoilers everywhere (see recent funding news here). BarkBox is a monthly subscription service (think Birchbox for furry friends) with a boastful 90% customer retention rate from month to month. The company’s customers are simply dog lovers looking to treat their pet to a monthly treat.

- Advertisement -

Getting people to subscribe though isn’t just a walk in the park – a praiseworthy content strategy has helped bring a digital community of dog lovers together. Bark & Co. created The BarkPost, a light-hearted, personality-filled satire publication dedicated to sharing the best dog-related content around the web. By targeting the right audience (animal lovers) with already viral content (like a Boston Terrier that loves balloons), Bark & Co. increased brand awareness, created a content strategy that keeps readers coming back (and sharing!) and put a personality on the brand. It was that personality dog lovers fell in love with – and the subscription service took off. 

America’s Soft Drink of Choice

Legacy brands aren’t left out when it comes to utilizing media company strategy to elevate brand awareness and customer loyalty. Coca-Cola is one non-media company doing just that. Playing off of the brand’s long-standing “Ahhh” campaign, Coca-Cola created the interactive fan site AHH, on which multiple letters H are given personas much like the interactive Google Logos. 

For Coca-Cola, this media play is essential and gives the brand the opportunity to track and monitor the interests and online behaviors of the Coke audience, measuring and adjusting when needed to continue to stay top of mind, despite the company’s already undeniable brand awareness.

Where does all this content come from? How do they know what to create? With a data rights management platform like Umbel, you’re able to manage the millions of data points that your digital fans create every day. When you can easily identify the DNA of your audience; the sponsors they’re into, where to find more of your best audience (you know, the kind that watches videos and buys tickets online), creating a media strategy to engage and entertain your fans, increasing their customer lifetime value, is simply about getting creative.

Samantha Meckler July 21, 2014
Share this Article
Facebook Twitter Pinterest LinkedIn
Share
- Advertisement -

Follow us on Facebook

Latest News

cloud-centric companies using network relocation
Cloud-Centric Companies Discover Benefits & Pitfalls of Network Relocation
Cloud Computing
construction analytics
5 Benefits of Analytics to Manage Commercial Construction
Analytics
database compliance guide
Four Strategies For Effective Database Compliance
Data Management
Digital Security From Weaponized AI
Fortifying Enterprise Digital Security Against Hackers Weaponizing AI
Security

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

database compliance guide
Data Management

Four Strategies For Effective Database Compliance

8 Min Read
Digital Security From Weaponized AI
Security

Fortifying Enterprise Digital Security Against Hackers Weaponizing AI

11 Min Read
data visualization for small business
Data Visualization

Data Visualization Boosts Business Scalability with Sales Mapping

7 Min Read
landscape marketing secrets
Big Data

Data-Driven Marketing Offers Huge Benefits for Landscapers

8 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

giveaway chatbots
How To Get An Award Winning Giveaway Bot
Big Data Chatbots Exclusive
data-driven web design
5 Great Tips for Using Data Analytics for Website UX
Big Data

Quick Link

  • About
  • Contact
  • Privacy
Follow US

© 2008-23 SmartData Collective. All Rights Reserved.

Removed from reading list

Undo
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?