Best Marketing Practices for Multimedia

One of the key areas for the take-up of multimedia services is Marketing and Promotion.  In the past, service providers have focused on the technological aspects of 3G video (which is obviously important for many reasons), but the lack of integrated marketing has been an acknowledged issue in the industry.

We’ve seen in the past year a number of best practices for the marketing of combinational video services across broadband and mobile networks.  It starts with the involvement from the marketing organization in the initial design and market launch decisions for video services.  They are the group, and often with the support of their suppliers, that does the market segmentation, customer acquisition strategy, pricing, and promotion decisions.

Some of the best deployments that have the most subscriber take-up and usage have included campaigns which had elements of community, social networks and personalized services.  They are always unique to the particular market, though they may take on the branding aspects of the parent company (Vodafone, Singtel e.g.).

What are some of the best marketing practices that you have seen?  How has the bundling of smartphones helped in this process?  What can be improved between the CTO and CMO office for video?  Your comments are very welcome.