This is the principle of convenience consumption, and it has guided every successful brand from Apple to Google and Hulu. It's about making people's lives more convenient.
To a certain extent, building an Apple-like online experience is more complex than packaged goods, a combination of arts and science. It starts with mining the right metadata and building the right taxonomy in CMS. The next step is consumer-facing presentation -- landing-page design. Each step is data-driven. Success is tied to how convenient it is for the consumer to navigate and consume content.
When Hulu.com was launched in March 2008, the entertainment industry considered it just another distribution venue. But Hulu turned into a bigger opportunity and threat than people originally thought. They have since been trying to emulate the look and feel of Hulu.com, but with little success. When viewers come to hulu.com
Another example is Netflix. While cable carriers and content providers continue their profit-driven annual bickering, the one-time Wall Street punching bag quietly but surely is making progress in the battle of convenience consumption. Its online streaming quality continues to awe consumers in all platforms. Just pick a Roku player at BestBuy and you will realize how easily consumers can cut the cable cord.
The entertainment industry has perfected art of syndication and content being multiplatform. But to maximize every touch point of the eco-system, networks need to better understand the concept and execution of convenience consumption. Digital transformation has entered a new phase, from a platform digitalization to convenience consumption.
Conversion marketing isn’t just a trend or tactic. It’s a fundamentally new way to approach marketing -- yet it’s based on the most timeless of principles: that the key to success in business is to drive sales today, while building stronger brands for tomorrow. Brought to you by Catapult.Learn more