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Monetising digital audiences: Turning a marketing cost into a profitable business unit

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Abstract

The fundamental changes that the comprehensive and transformational growth of digital has bought to almost all industries are resulting in the advent of brands and properties becoming media publishers/owners in their own right. This is the natural progression of investment in their digital platforms, content marketing and social media marketing, and there is a very real opportunity for brands to think like publishers to grow, engage and monetise their digital audiences, turning what was once perceived as a marketing cost into a profitable business unit in its own right. Doing so, as any media company (large or small, digitally native or not) can attest to, is no easy undertaking. This paper is a simple guide on how properties and brands can go about developing and monetising their digital platforms and audiences.

Suggested Citation

  • Unknown, 2017. "Monetising digital audiences: Turning a marketing cost into a profitable business unit," Journal of Brand Strategy, Henry Stewart Publications, vol. 6(2), pages 171-180, September.
    • Handle: RePEc:aza:jbs000:y:2017:v:6:i:2:p:171-180
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    More about this item

    Keywords

    media trends; media innovation; OTT; media rights; monetising digital audiences;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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