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Digital rewards increase engagement & loyalty

April 15, 2011 Leave a comment

Digital rewards increase engagement & loyalty

Published Thursday April 14, 2011 in http://www.thewisemarketer.com

An important part of making an advertising campaign successful is being different, and this is something that ad agencies are good at. One growing trend that has caught the attention of those seeking differentiation in the eyes of the consumer is the use of downloadable digital content to build brand loyalty and engagement, according to a report by The First Club.

The company’s own research has shown that digital rewards for the ‘digitized consumer’ are increasing as marketers shift their budgets from traditional advertising and promotions to online, digital, and interactive ‘new media’ channels. Another recent study predicted that digital revenues will grow rapidly, reaching an estimated US$20 billion in 2015. dmason2 This article is copyright 2011 TheWiseMarketer.com).

“It’s easy to see that the digital channel will be a very important one for brands throughout 2011 and beyond. But by implementing a digital rewards programme alongside a digital ad campaign, agencies can create more value for their clients’ customers, and therefore, more value for their clients,” explained Jill Goldworn, co-founder and president for The First Club. “In fact, 48% of consumers spend more with a company whose loyalty programme offers digital content that is relevant to them personally, whether that be downloadable music, movies, books, games, software or other information.”

Digital content can be used to reward loyalty throughout the selling process, right through from supply chain partners to end users, as well as to drive sales promotions and incentive campaigns. Agencies can also collect consumer data for up-selling and cross-selling purposes, and then use that data as an efficient way to track consumer response to each digital campaign.

At the same time, digital rewards offer endless promotional opportunities through both social media and other online distribution channels. And, because the channel is digital, unique up-selling and cross-selling opportunities can be implemented in minutes rather than days or weeks, and the market’s reaction to changes and market trends can also be measured in real time.

The First Club asserts that instant digital content provides brands with a very cost-effective solution to reward their loyal customers. While offering downloadable rewards such as music, games, software, and books, the first club also customizes programmes for both ad agencies and client organisations. These programmes offer controllable message content and instant measurability and CRM functionality.

A white paper detailing the growing trend of digital rewards, entitled ‘Loyalty: Looking Forward: The State of the Loyalty Industry and its Digitized, Instant Future’, has been made available for free download from The First Club’s web site

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The film business is slumping

March 28, 2011 Leave a comment

The Economist always provide good “food for thought” and their analysis are usually spot on. This article is another exemple of this. The film industry is at a beginning of a major technology shift. Technology manufacturers have been trying to push a new media format (Blu-Ray) forgetting it is ultimatelly the consumer who decide. Streaming is the future and the film business has to adapt. The next move will probably be against manufacturers who are trying to lock the consumers in a “close internet” environement with their connected TV and other devices. Consumers want the freedom of choice, not only of content but of suppliers.

Enjoy the reading and please do send me you comments, views and ideas.

Hollywood’s disc problem

Video nasty

The film business is slumping. It needs to start dealing directly with consumers

Mar 17th 2011                    | from the print edition of The Economist

IN “THE RING”, a Hollywood remake of a Japanese horror film, a videotape has a deadly effect on those who watch it. In reality the opposite is happening: viewers are killing Hollywood’s home-video business. People are rapidly discovering new ways of watching films at home that pose a grave threat to the most profitable part of the film business.

In America, by far the biggest home-entertainment market, spending on videotapes and discs has dropped by 29% since 2004. Piracy is one reason. Another is the end of the format-replacement cycle: once you have a DVD of “Casablanca” you don’t need another one—and you probably won’t buy a high-definition Blu-ray disc, either. But the big reason is the rise of cheap, convenient rental outfits like Redbox, which runs kiosks, and Netflix, which streams some films and sends others through the post. The move from buying to renting is a calamity for Hollywood, a low-margin business that has come to rely on disc sales to push films into profitability.

Like music, newspapers and books before it, the film business has been disrupted by innovative, fast-moving distributors whose products have caught on with the public (see article). Tinseltown’s attempts so far to see off the threat have fallen flat, partly because the studios have failed to co-ordinate their efforts. But if Hollywood moves quickly and boldly it should be able to disrupt the disrupters.

Led by Sony, a consortium of studios, technology firms and retailers are working on a new way of distributing digital copies of films. The idea is that consumers will be able to buy the rights to films stored “in the cloud” and stream them to any device. That should make buying more appealing. But it also gives the studios an opportunity to go straight to consumers.

At the moment Hollywood is a business-to-business industry: it rents films to cinema chains and ships discs to big-box retailers and rental firms. Digital distribution should allow it to become much more consumer-facing. The studios could greatly expand their efforts to sell films directly. They could offer to upgrade existing DVDs to digital files. At a minimum, they could develop customer databases that they could use to refine their marketing campaigns. The studios are old-school advertisers: every year they spend billions of dollars on scattershot campaigns that often hit the wrong people. Every dollar spent trying to persuade a grandmother to see a Quentin Tarantino film is a dollar wasted (Quentin’s granny excepted).

Here’s looking at you

Disney and Pixar are brands, but most studios are not. Nobody goes to see a film because it is made by Fox. Increasingly though the films they release are brands—consider “Harry Potter” or “Pirates of the Caribbean”. The studios also employ actors and directors who are brands in their own right. They should market directly to people who love those brands.

It will not be easy to take such a radical step. But the trail has been blazed by another medium. Record labels have been hit much harder by piracy and have seen retail outlets disappear. They have been forced to deal directly with consumers. Lady Gaga’s website is run not by the pop star but by Universal Music, which uses it, and the consumer information it collects, to sell directly to her fans. That outfit has become far better at mining consumer data than the film studios. A common refrain in Hollywood is that the film business must not go the way of music. In this sense, at least, it should.

from the print edition | Leaders

Mar 17th 2011                    | from the print edition of The Economist

BSP Rewards Builds Mall for Capcom Unity Visa Card

February 27, 2009 Leave a comment

BSP Rewards Builds Mall for Capcom Unity Visa Card

MediaNet Group Technologies, Inc. (OTCBB: MEDG), the largest online mall and affinity program platform through its BSP Rewards subsidiary, announced today that it has built the private branded web mall for Capcom® Entertainment as part of the Capcom Unity Visa Card program. The mall is a value added feature in conjunction with the release of Street Fighter® IV. The relationship between BSP Rewards and Capcom was facilitated through its Strategic Marketing Partner, The Licensing Agency, Inc.

Capcom Entertainment, a leading worldwide developer and publisher of video games, recently announced a game industry trendsetting program to allow Capcom community members to show their fan spirit with a unique Capcom Unity Visa cash card. Capcom is the first video game company in North America to offer a co-branded Visa rewards card program. This is not a credit card, but a user-funded cash card that works anywhere Visa is accepted, earning a precedent-setting series of cash back, points on Capcom’s community website Capcom-Unity.com, and accelerated rewards with select retail and merchandise partners through the Capcom Rewards Mall, powered by BSP Rewards. Most importantly, Capcom’s enthusiastic fan base will be able to pay for dinner, get money from an ATM or buy games with a Visa card featuring Ryu battling Ken from Street Fighter IV or Chris Redfield from Resident Evil® 5. The Capcom Unity Visa cash card program, including the Mall, is now available for immediate online enrollment at http://www.capcom-unity-card.com .

The Capcom Unity Visa cash card will reward Capcom community members in three different ways: earning points on Capcom-Unity.com, cash back on all signature transactions and accelerated rewards through the BSP Rewards “Capcom Rewards Mall.” For every dollar users spend with the Unity card, they will earn five Capcom Unity points which can be used in a number of different ways on the community website, including the new Auctions and Raffle features that are currently in Beta test. Capcom Unity card members will also earn one-half percent of cash back in all signature purchases — the cash can then be instantly reloaded onto the card for additional use or used to purchase gift cards from retail partners through the online rewards mall for which they receive cash value rewards. Those same purchases will also qualify for accelerated rewards from over 750 chosen partners through the rewards mall, powered by BSP Rewards, which will be attractive to the Capcom fan base, including iTunes, BestBuy.com, Target.com and many more.

For more information about the Capcom Unity Visa cash card program, visit http://www.capcom-unity-card.com .

About MediaNet Group Technologies, Inc.:

MediaNet Group Technologies, Inc. (OTCBB: MEDG), through its BSP Rewards division, has developed the largest online mall and affinity program platform. BSP builds, brands, customizes proprietary loyalty/rewards/mall programs for clients and organizations and for a value added element layered onto debit and stored value cards. Companies and organizations enroll their members into the program and BSP cross-markets them to its entire database.

The Company generates purchases from over 750 participating mall merchants including the nation’s largest retailers as well as gift cards and a large discount catalog. With over 60 web malls already developed and in use, BSP Rewards currently serves more than 600,000 registered users. The Company offers affordable, immediate implementation, delivered as rich turnkey enterprise solutions for corporations interested in expanding their web presence and enhancing customer relations — turning operational costs into profit centers.

ABOUT TLA

Founded in 2002 by Jill Goldworn and Denis Huré, The Licensing Agency (TLA) is a leading provider of digital entertainment content. With over 30 years combined experience in the OEM and premium sales promotion industry, TLA provides Fortune 500 companies with digital design services, brand development and TV and video production as well as theatrical cinema release partnerships. TLA is the leading promotions specialist among major Hollywood studios, record industry executives and game publishers, offering clients promotional products using cutting edge technology such as Blu-Ray, Flash memory, online and WAP. With headquarters in Dublin and offices in London, Paris, Hamburg, New York, and Northern Los Angeles and with partnership representation in Asia, TLA provides national, regional and global promotional services to a wide range of clients including AT&T, BBDO, Sony Ericsson, Canon, Reckitt Benckiser. TLA is working with major publishers such as Warner Bros, Universal, Sony Pictures, 20th Century Fox, MGM, EMI, Atari, Codemasters, Capcom, THQ, Ubisoft, Gameloft and many, many more.

More information on TLA and its services can be found by visiting www.thelicensingagency.com .

ABOUT CAPCOM

Capcom is a leading worldwide developer, publisher and distributor of interactive entertainment for game consoles, PCs, handheld and wireless devices. Founded in 1983, the company has created hundreds of games, including best-selling franchises Resident Evil®, Street Fighter®, Mega Man® and Devil May Cry®. Capcom maintains operations in the U.S., U.K., Germany, France, Tokyo, Hong Kong and Korea, with corporate headquarters located in Osaka, Japan. More information about Capcom can be found on the company web site, www.capcom.com .