Business consumers make decisions the same as personal consumption decisions. Perhaps you work in a B2B environment and think that this content-to-product principle does not apply in your world. In the business of sport, as teams and leagues globalize to expand their audiences and churn out content on a daily basis to extend the game-day to a week-long experience (and the season into a year-round activation), the brand side of teams are becoming digital media companies.Īlso: How global sports brands like Real Madrid are learning to think like digital media companies (Business Insider)

So, what does an organization in the midst of a digital media revolution do? Well, they become a digital media company.Īnd for good reason – Salsify in their 2017 Cracking the Consumer Code report found that 87% of consumers rate product content 'extremely' or 'very important' when deciding to buy and a year earlier they found that 90% of consumers do their shopping online.Ĭontent that adds value before, during and after purchase should no longer be distinguished separately by the organization from the product, service or experience itself. When faced with a Digital Media Revolution… This includes the teams, leagues, broadcasters, media outlets, fans themselves and now athletes are even their own version of media companies. I previously wrote here about Why Sport is One of the Most Disrupted Industries and with the pace of change now in the digital media space, the era of disruption continues to accelerate for sports business.ĭue to the special attachment that sport and sports stars hold in society, all commercial or emotionally-invested participants are now content producers in the industry. It's not so much people interested in the statistics of baseball, but Fortnite, League of Legends, Snapchat, Instagram, Pinterest, the immediacy of the environment, the gamification, fantasy, gambling and the social aspects of the narrative. He has to speak their language because the new generation of fans consume games in a different way. He has to go out hunting where the elephants are. He has to find a way furiously to curate new audiences at the young level and connect with them.

Digital media activation