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Thought Leadership

Media Companies: It’s All About Your Customers

It’s sometimes easy to forget, in our busy, sales-driven economy, that our customers are people. And, no two people are alike. This fact shines very brightly in the world of media.

As the number of content distribution channels increase, the volumes of consumer data growing in siloed channels creates a challenge for you to effectively deliver a consistent brand and personalized user experience. It’s challenging for any organization to keep up with Big Data demands in a digital world, especially media networks that rely heavily on many different channels to both engage with members, and distribute relevant and timely material.

People now have more choices in how, when and what content they want to consume. So, that means that media companies need to stay, not only on top of, but ahead of their customers’ interests and preferences in order to retain them. Until you understand who your customers really are, you will have trouble interacting with them in a relevant manner, or create content and products that are meaningful to them.

In order to grow your business, producing great content is no longer enough. You need to get to know your audience, at the individual level, to be more relevant to them. As a media company, you have a lot of data at your fingertips – you know where your customers live, their ages, what products/services/subscriptions they have with you, their content preferences, what devices they are using, their website and social clickstreams, when they are engaging most often and so on. You want to use all of your data to make the most cohesive, positive customer experiences.

Media company challenges are no longer only around how to improve internal content delivery strategies or increasing overall ad sales. Now, it’s all about the customers, and using them as the main source for improving content delivery, consumption and all revenue streams.

It’s all about giving your customers a smarter, more relevant, more predictive and a highly individualized customer-centric experience. And, the only way to ensure this kind of shift is to make sure you are using all your data in the most impactful ways – to better know your customers.

Do you know your customers? Are you providing them with the best experiences so they stay loyal to your brand – and happily refer others to your content?