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.
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.