Monetising digital audiences: Turning a marketing cost into a profitable business unit

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Journal of Brand Strategy, 2017, vol. 6, issue 2, 171-180

Abstract: The fundamental changes that the comprehensive and transformational growth of digital has bought to almost all industries are resulting in the advent of brands and properties becoming media publishers/owners in their own right. This is the natural progression of investment in their digital platforms, content marketing and social media marketing, and there is a very real opportunity for brands to think like publishers to grow, engage and monetise their digital audiences, turning what was once perceived as a marketing cost into a profitable business unit in its own right. Doing so, as any media company (large or small, digitally native or not) can attest to, is no easy undertaking. This paper is a simple guide on how properties and brands can go about developing and monetising their digital platforms and audiences.

Keywords: media trends; media innovation; OTT; media rights; monetising digital audiences (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2017:v:6:i:2:p:171-180

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