Press Release Summary = The Government is determined to put the UK at the forefront of the digital revolution. A Department of Trade and Industry (DTI) statement reads: 'The communications and media industries have a huge impact on each of us.
Press Release Body = Marketing in the Digital Age
The Government is determined to put the UK at the forefront of the digital revolution. A Department of Trade and Industry (DTI) statement reads: 'The communications and media industries have a huge impact on each of us.' It continues: 'The UK needs this sector to be innovative, energetic and competitive, ready to respond to today's - and tomorrow's - communications environment.' (www.dti.org.uk Industries and Sectors, E-Communications).
Contents of Marketing in the Digital Age :
Executive Summary 1. Introduction
DEFINITION 2. Strategic Overview
MARKET DYNAMICS AND SEGMENTATION Table 1: Actual and Planned Marketing Budget Allocations by Category (% of marketing expenditure), 2001-2003 Segmentation Table 2: Share of Multichannel TV Market by Type of Platform (% of households), Q1 2003 Competitive Structure Digital Television Mobile Technology Industry Issues Spam Cookies The Consumer Market Forecasts Table 3: Penetration of Digital Television Among UK Households (million households and %), 2002-2007 Table 4: Penetration of Digital Television Among European Households (% and million households), 2002-2008 3. Digital Television
BACKGROUND MARKET SIZE Table 5: Penetration of Multichannel TV Among UK Households by Type of Platform (% of households), 2001-2003 Table 6: Share of Multichannel TV Market Among UK Households by Type of Platform (% of households), 2001-2003 Table 7: Penetration of Digital TV Among UK Households by Type of Platform (% of households), 2001-2003 Table 8: Share of Digital TV Market Among UK Households by Type of Platform (% of households), 2001-2003 Table 9: Number of Digital Television Consumers in the UK by Service Provider, December 2002 Consumer Trends Table 10: Channels Broadcast on Freeview, June 2003 Table 11: Annual Shares of Viewing by Individuals (% of total viewing time), 1998-2002 Marketing Activity Advertising Table 12: Main Media Advertising Expenditure by Cable and Satellite Companies (£000), Years Ending June 2002 and 2003 Distribution CASE STUDIES Nicorette on Sky and IDS Honda Interactive Campaign on Sky 4. The Internet
BACKGROUND MARKET SIZE Table 13: Growth in Interactive Advertising Expenditure in the UK (%), 2001-2002, 2002-2003 and 2001-2003 Competition Table 14: Top Ten Internet Marketing Agencies by Number of UK Staff and Turnover (£m), 2002 Marketing Activity Advertising Table 15: Main Media Advertising Expenditure by Online Retailers (£000), Years Ending June 2002 and 2003 Table 16: Main Media Advertising Expenditure on Internet Services (£000), Years Ending June 2002 and 2003 Distribution Websites Table 17: Top Ranking Destination Sites by Category (% of UK traffic), February 2003 Broadband Trade Associations Viral Marketing Table 18: Top Ten Viral Campaigns by Number of Downloads, June 2003 CASE STUDIES Eidos Hitman Objectives Methodology Results Xbox 'Champagne' Objectives Methodology Results 5. Mobile Technology
BACKGROUND Multimedia Messaging Market Size Consumer Trends Table 19: Volume of Text and Picture Messages by Operator (million), 2001/2002-2002/2003 Table 20: Penetration of Mobile Telephone Ownership by Age Group and Social Grade (% of UK adults), November 2002-February 2003 Table 21: Mobile Telephone User Preferences Regarding Senders of Advertising Messages and Promotions (% of respondents), 2003 Competition Table 22: Total Revenue of UK Mobile Telephone Operators by Type of Service (£m), 2001/2002-2002/2003 Table 23: Estimated Retail Revenues Generated by Mobile Telephony by Operator (£m), 2001/2002-2002-2003 Marketing Activity Advertising Table 24: Main Media Advertising Expenditure by Mobile Telephone Network Operators (£000), Years Ending June 2002 and 2003 Distribution CASE STUDIES Wella Objectives Methodology Results Chapstick and MTV Objectives Methodology Results Gossard G4ME Objectives Methodology Results 6. An International Perspective
MARKET DEVELOPMENTS Table 25: Growth in Interactive Marketing Expenditure in the Top Five Global Markets (%), 2001-2002, 2002-2003 and 2001-2003 Competitor Environment Table 26: Take-up of Broadband by Country (number and % of subscribers/households), End 2002 Fighting Spam Consumer Behaviour Table 27: Number of Active Internet Users Among Major Spanish-Speaking Populations (000), January 2003 Table 28: Profiles of Total US and US Hispanic Internet Users by Age Group (%), January 2003 7. PEST Analysis
POLITICAL FACTORS EU Legislation ECONOMIC FACTORS Analogue Spectrum Mobile Telephone Call Charges SOCIAL FACTORS Tumbling Call Charges DIY Broadband TECHNOLOGICAL FACTORS 8. Advertiser Insights
INTRODUCTION MARKETING MANAGERS' PERSPECTIVES Media Priorities Financial Services Insurance Consumer Durables Auto Replacement Parts Fast-Moving Consumer Goods Keeping Informed AN AGENCY PERSPECTIVE CONCLUSIONS 9. Company Profiles
DIGITAL TELEVISION British Sky Broadcasting Group PLC Corporate Strategy/Products Strengths and Weaknesses of Company New Product Development Brand Development Innovations New Research Advertising Profitability Flextech Corporate Strategy/Products Strengths and Weaknesses of Company New Product Development Brand Development Innovations Appointments Advertising Distribution Profitability THE INTERNET AOL (America Online) Corporate Strategy/Products Strengths and Weaknesses of Company New Product Development Brand Development Innovations New Research Appointments Advertising Distribution Profitability Google Inc Corporate Strategy/Products Strengths and Weaknesses of Company New Product Development Brand Development Innovations Industry Recognition Distribution Profitability MSN Corporate Strategy/Products User Demographics Table 29: MSN Network Demographics (% of adult network users), June 2003 Strengths and Weaknesses of Company New Product Development Advertising Distribution Profitability Future Company Developments Yahoo! Inc Corporate Strategy/Products Strengths and Weaknesses of Company New Product Development Brand Development Innovations New Research Appointments Advertising Distribution Profitability MOBILE TECHNOLOGY mmO2 PLC Corporate Strategy Strengths and Weaknesses of Company New Product Development Brand Development Innovations Appointments Advertising Distribution Profitability Vodafone Group PLC Corporate Strategy Strengths and Weaknesses New Product Development Brand Development Innovations Appointments Advertising Profitability 10. The Future 11. Glossary 12. Further Sources
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