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INTRODUCTION
Evaluates the interactive TV (Itv) market and its application in customer
relationship management (CRM). The level of CRM offered by Itv is currently very
basic, but will likely evolve as the adoption of Itv expands. The pharmaceutical
industry can prospectively use Itv for marketing and CRM to increase customer
contact, loyalty and revenues.
SCOPE OF THIS REPORT
- Coverage: US, Europe
- Application of Itv in analytical and operational CRM
- Breakdown of four operational CRM models by level of interactivity
REPORT HIGHLIGHTS
Millions of homes in the UK and Western Europe already use interactive TV
over satellite, cable and local broadcast services. Commercial Itv operations in
the US were launched in 2000 with consumer rollouts scheduled through 2004 and
beyond.
Itv can improve the length and quality of consumer interaction with a brand
and thus serve as an effective marketing avenue. The use of Itv for CRM will be
limited by the adoption rate of Itv and the evolution of its technological
capabilities.
As the technology evolves, pharmaceutical companies will include Itv as an
increasingly large component of their direct-to-consumer marketing mix in the
US. The companies that pioneer the use of this marketing avenue are likely to
gain competitive advantage particularly if they are able to maintain customer
relationships established early.
KEY REASONS TO BUY THIS REPORT
- Understand the status of the current Itv market and how it can be used to
improve customer relationship management and foster brand loyalty
- Gain insight into the future of CRM using Itv, specifically video chat,
personalized advertising and audience controlled interactive advertising
- Learn which strategic opportunities exist for pharmaceutical companies in
using Itv to increase customer contact, loyalty and revenues
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