A study about how companies
should streamline the
marketing in Web TV
Web
TV is a growing phenomenon
(Forsberg, 2010) and an increasing number of linear
TV channels are launching their so-called Web TV channels or play
services (DunŽr, 2012). These are
funded in some way in which different types of marketing are implemented in various ways and with varying quality.
It can be easy to forget that
Web TV is different from linear TV, thus may the marketing be similar. That they
both are two different phenomenons means that there
are many aspects that should
be taken into account - something that often does not happen (Kšster et al., 2011). This thesis aims
to investigate how the market looks today, what opportunities exist and how Web TV appears to be developing.
The main question reads "How should companies act to increase
the effectiveness of
marketing in Web TV?".
To answer the question both qualitative and quantitative methods were used in the form of a literature search, questionnaire, interviews and focus groups. The result of these
methods is a background of previous work
in the field, questionnaire
responses where Web TV usersÕ habits and advertising attitudes are illustrated,
four interviews with professionals where they describe
their view of Web TV and its marketing as well as two focus groups where participantsÕ
opinions on marketing techniques and the future of Web TV are presented. This leads to
a recommendation for what companies can do to spread their
message in a better way, thus streamlining
the marketing in Web TV. The conclusion shows that companies should have a greater
knowledge and dare to be more innovative by trying new approaches in their marketing so that they stand out
against its competitors. It is also noted that more
developed interaction adjustments are important since Web TV is a
medium that both has the possibility, and whose users are in a more focused, forward-leaning consumer behavior than is the case with linear
TV. The thesis also shows that personalization is important since companies through it are able to
reach a more precise target group. All these factors affect
consumersÕ attitudes positively, thereby increasing their ability to take
in the companyÕs message.
In summary, there is no clear answer to
how companies should optimize the marketing in
Web TV, but increased knowledge of what
is possible as well as personalization and interaction adjustments through an innovative
approach leads to more effective marketing in Web
TV. What causes this and more on Web TV and its marketing is available in this thesis.
Keywords: Web TV, marketing, linear TV, interactivity, personalization.