posted by Brian Johnson
Media and entertainment companies have a unique challenge: turn once-established experiences—flipping through the newspaper or sitting down in front of the TV—into highly personal digital experiences. A whopping 59% of customers say that personalization influences their purchase decisions. Personalization is the number one mechanism to grow and retain customers.
Not all of your customers are going to be interested in the same communications. People interested in comedies may not want notifications from a cable brand about their newest action/adventure series. Those interested in sports may not be interested in a newspaper’s article about geopolitics. Women may not be interested in a men’s health article. The list goes on for media and entertainment brands—your content won’t be applicable to everyone.
So how can M&E brands leverage digital intelligence to create smarter communications and more relevant personalization?
Many brands think they are already delivering highly personalized experiences. But we’ve found in our research that there is a personalization maturity model where brands move through stages of progressively maturing abilities of personalizing customer engagement. Most brands are in the beginning to mid stages, with a mature model the vision to work toward. The stages are as follows:
Media and entertainment companies are focusing on delivering increasingly personalized experiences as they compete with cloud-native companies to deliver content.
One approach you can take is to use an intelligent framework for personalization that helps ensure you are optimizing personalization at every stage of maturity.
Use these 6Ws to guide your personalization decisions
Many of us were taught the concept of the “6 Ws” for writing school reports: Why, Who, What, When, Where, and hoW. We’ve found these work as a great guideline in crafting personalization in your communications and engagements.
The 6Ws framework takes the guesswork out of personalization and gives your team solid checkboxes to tick off as you craft personalized experiences and move up the maturity model. Media and entertainment organizations have the ability to harness digital intelligence to create communications that drive loyalty, offer helpful suggestions and recommendations, and provide the seamless, intuitive customer experiences that delight people.
Learn how we can help deliver the digital intelligence to inform your personalization.
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