Archive for Bob Iger (Disney CEO)

Disney Follows Digital Movie Trends

The Walt Disney Company recently released a new way for consumers to purchase Disney movies in the spring of 2014.  Disney Movies Anywhere is a free service that users connect with their iTunes accounts to purchase and view Disney movies on their TVs, computers, or mobile devices anytime.  This opportunity to build up a digital movie collection as opposed to buying and storing traditional video tapes or DVDs, is the newest way in which Disney fans, can connect with their favorite movies.

disneymoviesanywhere

Bob Iger, Disney’s current chief executive is on Apple’s board, which enabled both powerhouse companies to connect in this way to develop Disney Movies Anywhere.  This additional consumer experience option, is certainly an effort to increase movie sales as well as stay current in this increasingly digital age.  News-Journal.com records that “selling digital movies is three times more profitable for studios than renting one.”  Disney, Pixar, and Marvel films including The Incredibles and Frozen are available on Disney Movies Anywhere.

Accompanied by Disney Movies Anywhere is the Disney Digital Copy.  Disney Digital Copy enables consumers who have purchased Disney Movies in DVD or Blue-Ray format to also enjoy a digital version of their movie.  Digital DVD Copy connects to consumers’ online movie collections on Disney Movies Anywhere through their iTunes account.

disneydigitalcopy

These two very modern developments in The Walt Disney Company, have enabled this 91 year old company to continue to be prosperous in their core competency.  While remaining true to their origins in the family entertainment industry, the Disney Company has proven it can also change with the modern trends.  This is extremely important in this time of such a significant change to the digital marketing realm.  As David Meerman Scott outlines in his book, if companies do not have their eyes open to the changes in marketing and public relations around them, they are losing customers quickly.

With its continued developments on the digital side of things, The Walt Disney Company appears to maintain its unstoppable position in today’s society.

Content Marketing with The Mouse

The Walt Disney Company relies on rich content marketing to drive its total revenue.  Throughout each of the five different segments of this powerful organization, the overall marketing strategy relies on providing consumers abundant content right when they are looking for it.  The five segments of the Walt Disney Company include Media Networks, Parks and Resorts, Studio Entertainment, Consumer Products, and Interactive Media.

In The New Rules of Marketing and PR, David Meerman Scott explains that due to the recent change in communication platforms to a digital medium, there is a new set of guidelines for marketers to follow in order to be successful.  This significant transition has been extremely influential in the marketing realm and has increased the importance of providing potential customers with quality content.  In the new rules of marketing and PR, Scott writes, “Instead of causing one way interruption, marketing is about delivering content at just the right moment your audience needs it” (Scott, 36).  Disney’s advertising has followed the new rules and currently focuses on providing content over consumer interruption.

Bob Iger, the company’s current CEO has specifically made it a priority to revert back to the core competency of creating entertainment for children and families through all five of their corporate divisions.  The Walt Disney Company’s dedication to content marketing can be seen with the release of any of their new movies.  When a new movie is released, the Walt Disney Company benefits from box office sales, but also continues to develop the characters and related commodities extending the value of its content.  For example when Disney’s Frozen was released, there were character action figures, children’s bedding, clothing, a sing-a-long version of the movie, DVD and blue ray releases, mobile phone apps, video games, and even announcement of the possibilities of a Broadway show, Frozen on Ice Performances, and even a Frozen ride at Walt Disney World in Florida.

Disney's Frozen

 

By extending the content of one film throughout all of the Disney networks, the company is able to maximize its total value.  This example of content marketing is representative of Scott’s new rules of marketing and PR, and provides a model marketing strategy for overall success.