Magazine article CRM Magazine

Riding the Wave of Shifting Platforms: Strategies May Change, but the Key to Success Remains the Same

Magazine article CRM Magazine

Riding the Wave of Shifting Platforms: Strategies May Change, but the Key to Success Remains the Same

Article excerpt

OVER THE COURSE of one week in July, three events caught my attention. Individually, each is interesting enough. But seeing them all happen in such a short time illustrates how different the environment we are operating in is today than it was a few years ago--and points to where things seem to be heading very quickly.


When I was growing up, the Grammys were music awards, the Oscars were movie awards, Tonys were for plays, and Emmys were for television shows. But when this year's Emmy nominations were announced, the political drama House of Cards received nine nominations. This caught people's attention because House of Cards didn't air on television; it was streamed to people's Android --phones, iPads, Xboxes, and other devices we watch things on, created and distributed by Netflix. It is the first Web series to earn a Primetime Emmy nomination.

Netflix now has more subscribers in the U.S. than HBO. It uses sophisticated analytics to understand what subscribers want to watch, when they want to watch it, and what device they'll be watching it on. With this knowledge, Netflix built a distribution platform and deals with content providers, and now is mixing in its own unique shows it can roll out.

With the success of House of Cards and other Web shows, not only is Netflix considered a streaming television network, it is now running television commercials for its shows ... shows that don't air on television, but that can win awards that were meant for shows airing on television.


Also in July, it was announced that Russell Simmons, cofounder of Def Jam Records, is partnering with Universal Music Group (UMG) to create All Def Music, the first record label created to discover/develop artists on YouTube that is connected to a major distributor.

What's interesting isn't just that the largest music company in the United States is partnering with the guy behind my favorite hip-hop label of all time; it's that they are both going all-in on YouTube as the discovery channel to do so. With 72 hours of video uploaded to YouTube every minute, there are a lot of needles that can be found in the haystacks when the right filters are in place. …

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