Comparative study of the impact of changing trends in customer buying behaviour on the content monetization strategies of digital publishers in U.K. and India

Principal applicant: Prof Nazrul Islam

Co-applicants: Dr Bill Russell, Prof Vijesh Jain, Institute of Technology and Science, India

Approximate start date: 15th July 2016

Approximate finish date: 15th December 2016

Total amount requested: £ 3,500

Overview and benefits

Changing customer buying behaviours in recent times may seem to be good news for monetization effectiveness for digital publishers around the world (Muller, 2011). However traditional approaches to digital content creation and monetization processes are unlikely to give publishers the options required to respond effectively to both changing reader consumption behaviours and attitudes to paying for content (Clemons, 2009). Moreover, new and innovative model being deployed by aggregators (BR: intermediaries? They are not really content aggregators like Google and others are eating into the traditional monetization business models of the publishing industry (Schonfeld, 2009). This research proposal is focused on studying the new trends of customer reading and buying behaviour and what contribution innovative technologies are playing in the development of new business models being deployed by different digital publishing companies in U.K. and India for their very survival. The pedagogy is proposed to be the comparative study of new and innovative technologies being deployed and effectiveness of the efforts of publishing companies in U.K. and India in deploying the winning innovative technologies for survival as well as dominance.

The proposed study will analyse different revenue streams where publishing companies can tap into for new innovative monetization models apart from the advertising revenues which are under strain.

The two country comparison related to the effectiveness of new monetization business models being deployed by publishing companies will develop insights into the customer value creation, digital content creation and their relationship to new monetization strategies in U.K. and India.

The study will provide two major outcomes for the SS group to work further on:

  1. What are the emerging innovative technologies which are being used by digital content providers to create and monetize their offerings to changing customer in both the countries in particular and worldwide in general?
  2. The study will also identify monetization strategies for publishers and other digital marketers. The challenges posed by significant intermediaries such as Google, Facebook will also analysed. The study will also increase understanding of what different categories of digital marketers can do to innovate and prosper in disrupting technology and business environments.

Cluster will benefit from the learning from this project by investigating about new successful monetization strategies for other categories of digital marketers.