Customer AcquisitionBoth print and digital media face extreme competitive pressures, and that’s often evidenced by growth in sponsored content in print and sensationalist online posts linked to pre-roll adverts.
Striking the right balance between content and revenues has never been more difficult. Media firms need to get even closer to their business – delivering better metrics and data to advertisers. Readers also need to recognise that media consumption is – at its core – still a transaction, and will need to be paid for either through payment or data sharing.
Having the right intelligent data processes in place is therefore critical to the future success of media firms.
Current challenges in the industry
While news media originally looked to grow digital revenues quickly in order to offset declines in print sales, many are now revisiting their first generation digital model. And with more than 30% of UK news now being viewed on social and messaging platforms, many media companies are having to rethink cross-channel strategies.
That’s why legacy newspaper businesses are now working hard to develop new models, with digital advertising, membership, e-commerce, events and ‘freemium’ services all playing a part. Whatever the model, media firms need to spend more time getting closer to customers – making sure they put quality and reader experience at the heart of their offer.
How we help media companies
For many media firms the initial focus needs to be on engaging with their subscriber base and finding innovative ways to both retain customers and increase spend.
C-Centric helps by working with media firms to really analyse their current data. We then come up with the data sources and inputs necessary to create innovative acquisition and retention campaigns. A key focus needs to be around developing reader communities, and providing members with more reasons to engage. Tracking a customer’s engagement history is critical to initiative success. C-Centric can help in joining up the customer journey, and then providing the campaign monitoring to drive campaigns.
Virgin Media said …
“C-CAM really allows organisations to drive much smarter customer acquisition campaigns. This opens up new levels of control, and increased performance opportunities for outbound managers. And by supporting multiple outsourced contact centres, organisations can – for the first time – create a level playing field for comparing outsourcers.”
