In a recent article in Advertising Age, Hulu CEO, Jason Kilar, was critical of Jeff Zucker, CEO of NBC Universal, for trying to protect outdated business models. Kilar was quoted as saying to Zucker that, “Content is discretionary, so you better focus on convenience.”
The point Kilar was trying to make with that comment was simple: People may want NBC’s content, but they don’t need NBC’s content. If Zucker doesn’t make it easy for viewers to access the network’s programming online, they'll simply find their entertainment elsewhere.
We no longer live in an age of three television networks that basically share a monopoly on mass entertainment. Internet based programming is virtually endless and new content is being created every minute of every day. Therefore, the more convenient you make accessing your content, the more likely people are to view it.
Marketing other more tangible products is no different. The easier you make it for consumers to find, browse and purchase your product or service, the more likely they are to do so.
Goodwill of Greater Washington is about to launch a new mobile web app. The goal behind the development of this app is simple: convenience. Goodwill hopes to make it easier for donors and shoppers to find its retail stores and donation centers. They want to make it easier for fashionistas to find the DC Goodwill fashion blog and for friends of Goodwill to engage them on Twitter and Facebook, or learn about Goodwill's regional workforce development programs. Want to get exclusive discounts on already low prices at a DC area Goodwill store? Just check-in on Foursquare!
Goodwill understands that its constituents have a lot of options available to them. By making it more convenient to support the charitable agency while providing rewards for doing so, Goodwill is much more likely to build loyalty among its followers while gaining new advocates.
Convenience is a strategy that businesses have been implementing for years. Many just haven't yet made the digital transition.
Here's a simple equation to live by: Convenience equals value. Value equals loyalty. Loyalty equals revenue.
The point Kilar was trying to make with that comment was simple: People may want NBC’s content, but they don’t need NBC’s content. If Zucker doesn’t make it easy for viewers to access the network’s programming online, they'll simply find their entertainment elsewhere.
We no longer live in an age of three television networks that basically share a monopoly on mass entertainment. Internet based programming is virtually endless and new content is being created every minute of every day. Therefore, the more convenient you make accessing your content, the more likely people are to view it.Goodwill of Greater Washington is about to launch a new mobile web app. The goal behind the development of this app is simple: convenience. Goodwill hopes to make it easier for donors and shoppers to find its retail stores and donation centers. They want to make it easier for fashionistas to find the DC Goodwill fashion blog and for friends of Goodwill to engage them on Twitter and Facebook, or learn about Goodwill's regional workforce development programs. Want to get exclusive discounts on already low prices at a DC area Goodwill store? Just check-in on Foursquare!
Goodwill understands that its constituents have a lot of options available to them. By making it more convenient to support the charitable agency while providing rewards for doing so, Goodwill is much more likely to build loyalty among its followers while gaining new advocates.
Convenience is a strategy that businesses have been implementing for years. Many just haven't yet made the digital transition.
Here's a simple equation to live by: Convenience equals value. Value equals loyalty. Loyalty equals revenue.
