Reference no: EM133088405

An OTT (Over-the-Top) media service is a streaming service that directly delivers media content over the Internet bypasses cable, broadcast and satellite television platforms. People used to subscribe to Cable TV channels for the media content; however, nowadays, viewers can sign up for the services like Netflix, Amazon Prime or Spotify for the media content.

Despite OTT is a relatively new service that offers media content, it has ample potential for business and customer engagement; as such, it can provide customized experiences to its viewers. OTT brings up an opportunity that can change viewers' media consumption behavior. Advertisement or subscription is the major source of revenue for most OTT platforms.

Watch&Go is such OTT platform that offers digital content over the Internet. Over the years, it has offered free ad-supported content. However, Watch&Go has planned to upgrade its content management strategies by adding premium content with a subscription based model while also increasing its distribution. They want to employ a paywall strategy to their existing viewers while offering their premium content only to the fee-paying subscribers. Considering this case, please answer the following:

1. What types of ads or advertisement techniques should Watch&Go use for their promotion while targeting the new customers and converting their free-riders to fee-paying viewers. Also, mention which ads they need to use to target different viewers depending on the customer life cycle stages.

2. Explain the utility of Customer Relationship Management (CRM) for Watch&Go. Describe how CRM can help Watch&Go offer customized content and service to its viewers. (Please explain Elaborately)