Site Seen

By Samuel Greengard Print this article Print

The New Meadowlands Stadium is one enterprise using digital media to manage workloads and enhance customers experiences.

Site Seen

Not surprisingly, other media and entertainment companies are focusing heavily on their Websites. They’re attempting to make them more consumer-friendly and use analytics and other tools to present buying options in a more useful and relevant way. They’re also tying in social networking (see “Net Gains” on page 29) and looking for ways to maximize exposure and drive greater traffic.

For example, Mansueto Ventures, parent of Fast Company and Inc. magazines, recognized the need to boost the presence of FastCompany.com in February 2008. By September of that year, the company began exploring ways to increase traffic and boost the number of site visitors.

It turned to marketing firm Volacci.com to analyze its clickstream and better understand how subscribers and visitors used the site. The idea was to develop more relevant content—including blogs, forums, wikis and more—and then deploy more advanced search engine optimization (SEO) capabilities.

After conducting a comprehensive analysis of the site, Mansueto embarked on a number of technical changes, including the way the site was coded. It added new tags, adjusted existing ones and updated links with keyword attributes. In addition, it added a link checker to find and repair broken links and address other glitches.

In the end, Volacci wound up boosting search engine referrals by 200 percent. “As an advertising-supported business, our page views are hugely important to what we do, so this project had a direct and significant effect on our bottom line,” notes CTO Paul Maiorana.

PwC’s White says that as digital products become more prominent, organizations must optimize their Websites and put more efficient distributions systems in place. Media companies are especially vulnerable to rapid changes in the way people purchase and consume music, videos and printed content. In fact, PwC predicts that 78 percent of the revenue growth within the entertainment and media field between 2009 and 2013 will come from digital products.

But this doesn’t mean that companies in these industries should jump ship from the physical world. Despite enormous growth in digital technology, only about 31 percent of consumer spending will focus on digital products by 2013.

“The reality is that companies must become much better at handling digital distribution, while at the same time managing traditional products and assets,” White explains. “They must have their fingers in both worlds and do a good job handling each.”

This article was originally published on 2010-12-09
Samuel Greengard is a freelance writer for Baseline.
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