Archive notice: This article was originally published on July 31, 2007. Links and embedded videos are preserved as part of the historical record.
Paramount is one of the first companies to integrate Web 2.0 functionalities on its website and place the end consumer at the center as decision-maker. This approach takes place as part of Paramount’s customer relationship management and communication strategy, which involves the customer via the web from the first click through to the final purchase of the DVD. Targeted sales and marketing activities such as the Club Cinema customer club, the newsletter or the TV-Stars premium programme additionally promote customer loyalty.
“We are pleased to be able to present our customers with a completely new Internet presence. The relaunch of the new Paramount website demonstrates that the marketing and sales instruments previously used only in the field of fast-moving products can also be effectively used for customer care in the home entertainment sector,” explains Dr. Andreas Kelz, Managing Director, Paramount Home Entertainment Germany.
Current information via RSS feeds and WAP push link
Starting immediately, Paramount sends all current news as RSS feeds, an electronic news format that enables users to subscribe to the content or integrate it into other websites. With the new WAP push link, users with suitable mobile phones who have agreed to receive “Important information” receive advertising trailers directly by SMS. Registered users can additionally manage the Paramount newsletter centrally and sort it by genre. Visitors can also notify Paramount of new reviews or news reports on films with one click. After approval for inclusion of the news from the respective online medium, the report is automatically assigned to the film. An additional service of the new Paramount website: Visitors can assign individual keywords, so-called “tags”, to films. If a film has received the same keyword from several users, this becomes visible to all visitors as part of the quick search. Films with the same tags are thus virtually linked and grouped.
Free design according to personal wishes
In the future, the new online offering provides visitors with modern Web 2.0 features for personalizing the website. After setting up the user account, the user can adapt the presentation of the website in many areas according to his own wishes and interests. This also includes setting personal film ratings or suggestions as well as creating a wish list and ownership list that can also be made accessible to friends. Thanks to the Web 2.0 functions, product information is hidden or highlighted depending on personal interest. Through the user account, one can also permanently store personal data for competition registrations as well as view one’s personal TV- Stars points account.
At paramount.de, visitors will find Paramount’s latest products and services, a gallery with trailers and scene images from the current DVDs, competitions, downloads as well as proven archive functions. The current DVD offering includes, for example, the cult series Beverly Hills 90210, the roaringly funny slapstick comedy Norbit and the galactic conflicts surrounding Deep Space Nine in a new design.
Further links:
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