Magazine focus

BroadVision

An IPTV/OTT business publication

Infomir’s marketing and technical specialists unravel the secrets of the IPTV/OTT industry.

Expert opinions

Coverage of technology, solutions, and everything else you need to launch a successful business

Interviews

First-hand accounts from our own top managers and guest specialists

Analysis

Insight into the latest trends and preferences of today's viewers

Success stories

Case studies of projects we completed for operators with audiences of 50k–100k subscribers

New issue:

BroadVision #14

Marketing in the IPTV/OTT industry: needless spending or a must for growth?

In this issue, Infomir experts explain what benefits customization gives the operator, what advantages the RDK platform has, how to start developing a Smart TV application, and whether or not after-sales service is necessary.

BROADVISION
#14

Your personal IPTV/OTT business advisor

Marketing in the IPTV/OTT industry: needless spending or a must for growth?

In this issue, Infomir experts will tell you how digital marketing works, why IPTV and video-on-demand are becoming more popular, which advertising subscribers are loyal to, and what services will make you a leader in the IPTV industry.

BroadVision's audience

Our readers consist of managers and communication specialists
in the Americas, Europe, Asia, and Africa.

Business owners and senior officers

They study the IPTV/OTT industry
to keep their businesses competitive.

Technical specialists

They read the hardware and software vendors' views
on today's flagship technologies.

Marketing specialists

They discover how to attract and
retain viewers nowadays.

Our readers

In this issue:

Preview before you download

Marketing in the IPTV/OTT industry: needless spending or a must for growth?

Let’s talk about what digital marketing is and how it works.

Author: Darya Pozharskaya

Why do businesses need marketing? Is it necessary, or are you better off investing in new equipment?
Technology provides entrepreneurs access to information from multiple sources: social media, the Internet, or databases. Combined with software, it helps them take into account numerous indicators and trends. All of this can be used to make your business grow.

 

The tasks of marketing

The common understanding of marketing is often associated with obtrusive offers of useless goods and services, forced advertising, pesky phone calls, and spam.
Marketing is about processes and actions through which consumers can enjoy useful, quality products, while manufacturers profit from selling them.

The goal of professional marketers is to attract customers to the brand’s services or products. To do so, they create and maintain trusting relationships between the company and its customers, establishing long-term partnerships. Marketers focus on the needs of the customer and help the company improve its product to make it meet the highest standards. It’s a win-win situation: customers get what they really need, and the manufacturer receives well-deserved profits.

Businesses also use marketing tools to maintain communication with those who consume their services: digital marketing allows them to keep customers informed about the goods, promotions, and new products. It also reminds customers about a company’s services and is an effective way to elicit feedback about what they do and what customers want.

For marketing to deliver meaningful results, all of its elements must be used comprehensively and systematically: chaotic actions in this field won’t bring success. Let’s delve into how complex or integrated marketing works, what tools it offers, and whether it’s possible to measure its effectiveness.

 

SEO optimization

Your website should be as clear as possible for search engines to let potential customers find it. That’s what SEO (Search Engine Optimization) does.

Unless people who want to sign up for Internet TV get a recommendation from their friends, they’ll most likely look for a service on the Internet.

Most users browse through the first page of search results or the second at most. Whether they see your ad there largely depends on how well your website is optimized.

Search engines use crawlers to determine where a website ranks in search results. These programs perform three tasks:

•  Scanning new and updated website pages to examine their text and images
•  Indexing, i.e., adding the retrieved data into the search engine database
• Displaying results, i.e., selecting the most relevant pages for each inquiry based on ranking algorithms

SEO specialists configure websites to make sure the robots give them the highest rank. Previously, it was easier: the website could be brought to the top just by adding dozens of keywords on its pages and placing them in various references and catalogs. Modern search engines use more sophisticated algorithms and can’t be tricked so easily: you need to follow the rules of internal and external optimization to hit the top. More and more requirements have emerged, and websites can be penalized for not meeting them.

Internal optimization

Niche analysis: SEO specialists research various resources in their niche and build the website optimization strategy. At this stage, they determine how to make the website’s contents as visible as possible to search engines.

Building a semantic core: collecting every possible inquiry. After that, SEO specialists divide this array of keywords into clusters and select the most accurate and frequently used words and terms that users will enter when searching.

 

Checking website navigation: making sure all the buttons, links, forms, and interactive elements work as intended.
Checking indexation: removing certain pages from search results, i.e., shopping cart and sorting pages.

External optimization

SEO controls inbound links, which are the mentions of your website on other resources. Websites with “white hat” links rank the highest—those are links users share themselves because they find the content interesting.
When content is of poor quality, the number of links is increased artificially. If such links violate search engine rules, robots can impose penalties on the website.

Correct SEO provides the following benefits:

• Traffic growth
• High ranks in search results
• Customer trust

SMM

A smart content strategy on social media is an important tool for direct communication with your audience. It helps obtain valuable objective information and influence how customers perceive your brand.
Social media provides the following benefits:

Gather feedback

Surveys, comments, and feedback help understand what customers like or don’t like about your service. By knowing their tastes and desires, an operator can tweak its service to meet customer expectations, making them happier and reducing the chances of them leaving.

Attracting new subscribers

BroadVision team

Archive

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Learn where the IPTV/OTT industry is headed and how you can improve your service now.

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