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Blockbuster as film and video game rental company was founded in Texas back in 1985. The firm hit its peak in 2004 with more than 60,000 staff across 25 countries but collapsed quickly – mainly thanks to the rapid rise of Netflix and LoveFilm (Davis and Higgins, 2013).
A chunk of their profits also came from late fees – something that would evaporate when it finally attempted to go digital. It filed for bankruptcy just six years on from its dizzy heights. By Christmas 2013, there wasn’t a Blockbuster store left in the UK.
Now, as a new Digital Strategist, the CEO has tasked you with producing a portfolio of evidence which must include the following:
Discuss the strategic implications of the disruptive digital environment to create responsive marketing strategies.
The research must discuss and assess what are the key emerging themes within the digital marketing environment?
What is the impact of digital on your industry structure and dynamics?
Will Blockbuster customer behaviour change with reference to digital behaviours and identities?
And what is the impact of ‘digital disruption’ on internal Blockbuster resources?
Power has shifted even further to the customer. You need to develop and recommend a digital marketing strategy for to drive customer engagement, sentiment and retention. Your digital marketing strategy should also formulate how Blockbuster can use digital marketing to acquire, convert and retain customers
Deliverable: An agile strategic marketing plan
Critically evaluate innovative approaches of managing and optimising key channels and content within a digital enhanced strategic plan
