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There are many great examples of how Netflix uses data to personalise user experience.
However, the real lesson for marketers is less obvious and has more to do with the underlying ‘value exchange’ taking place.
It's that time again to share some of the most interesting digital marketing statistics we've seen this week.
Statistics include site testing, the John Lewis Christmas ad, Alibaba, UK online sales, Christmas spending and how Netflix dominates US traffic.
For more digital marketing stats, check out our Internet Statistics Compendium.
A couple of weeks ago I wrote an article entitled Fight Club! Netflix, LOVEFiLM and NOW TV: a UX comparison. For this I had to sign up to their respective VoD services. You know, for the greater good of journalism.
Now the time has come to quit these VoD services because it seems there really is such thing as too much choice... plus I'm not made of money... and there's only so many hours in a day. I do have a job you know!
Based on recent research that suggests 72% of customers expect complaints on Twitter to be answered in one hour, I'll be taking a look at each company's Twitter customer service channel compared to their site's own customer service, then finally I'll see how easy it is to quit and how easily they let me go.
According to BFI’s 2013 statistical yearbook there has been a 50% rise in Video on Demand (VoD) viewing in the UK since 2012.
The two major players in this field, LOVEFiLM and Netflix, corner the market, however they have an up and coming challenger in NOW TV.
You will no doubt have experienced at least one of these company's desktop websites, such is their strong online presence, but what about the commuter or person on the move who want's to watch films on a tablet? What's the experience like for them?
Similar to my previous Fight Club post comparing the UX of Sky TV and Virgin Media, only this time I’ll take a look at the three top VoD providers and compare their respective user experiences on mobile devices or tablets.
First off, what is it?
Well don’t let anyone tell you it’s down to sample size, or about measuring everything. It’s about combining datasets (sometimes ‘dirty’ ones), contrasting them in different ways, and doing it as quick as possible.
Sometimes this necessitates great computing power, but not always. You can read more about such technology as Hadoop and GreenPlum in this nice little article).
Datasets are multiplying as we measure lots more than we used to. This means our thinking has to broaden – no longer is ‘what can we do with our database of email addresses?’ the question, rather ‘what data can we look at to give us the best idea possible of a customer’s stage in the buying cycle and what they’ll be receptive to next?’
The definition of big data isn’t really important and one can get hung up on it. Much better to look at ‘new’ uses of data.
So, here’s some examples of new and possibly ‘big’ data use both online and off-.
Which campaigns have you seen recently that are defining the digital marketing landscape?
Genius can recognise genius, right? So, we asked this question of some ingenious folk shortlisted for Econsultancy and NMA's The Digitals Awards (we'll be handing out the awards on June 27th at a swanky swank bash).
The year is 2031. Flying cars have just hit the open market, the New York Mets are on the verge of winning their first World Series in forty-five years, and television as we know it has ceased to exist.
Let’s first imagine that a super smart group of MIT engineers solved all the technical troubles we’d encounter in switching from a broadcast to a unicast model.
The public’s consumption habits now overwhelmingly favor an on-demand format, and each household is equipped with a SmarTV capable of streaming content instantaneously from anywhere on the web.
Traditional channels have fallen in the face of more agile competition from platforms like Netflix and Hulu, or they’ve adapted to HBO Go-esque versions of their former selves.
As homes and offices fill with more and more internet-connected devices, consumers are increasingly consuming content on multiple screens.
Content creators and distributors know this. Advertisers know this. Analysts know this. Entrepreneurs and startups know this.
In January, Sky announced that it would be launching a new online TV service later this year. Designed in large part to allow non-Sky customers to access Sky content, the service would allow its subscribers to access a variety of content, including movies and sports, on a pay-as-you-go basis.
Right on schedule, Sky today announced that the service, dubbed NOW TV, will be launching tomorrow.
The past year hasn't been the best for Netflix. After making several strategic blunders, including one of the most painful branding disasters in recent memory, the company lost subscribers and saw and investors dump its shares.
But mistakes behind it, Netflix is pushing forward and in June, the company achieved a significant milestone: its subscribers watched more than 1bn hours of video.
Google's acquisition of YouTube may prove to be one of the savviest in internet history. Although some believed it appeared rich at the time, ask any of the companies that could have purchased Facebook for $1bn-plus less than a decade ago, and they'd probably tell you that sometimes, eleven figures is cheap.
But a big part of the reason YouTube has been so successful following its acquisition by Google is that the search giant continues to invest heavily in its development. The company is working with Hollywood to produce original content, and has made great strides over the years in inking licensing pacts with content creators.
The Competition Commission has changed a ruling on BSkyB’s dominance of the pay-TV film market thanks to the growth of digital services such as LOVEFiLM and Netflix.
In an abrupt u-turn, the CC said that Sky Movies no longer provides Sky with an advantage over its pay-TV rivals.
It reversed a ruling from last year which found that the satellite broadcaster’s deals with major Hollywood studios effectively gave it a monopoly on the market and caused higher prices for consumers.