Presentation on theme: "Adding Value – “Audience First” Benefits of an audience-centric approach Joyce Neth, WATT Global Media Toni Nevitt, eMediaAdvantage."— Presentation transcript:
Adding Value – “Audience First” Benefits of an audience-centric approach Joyce Neth, WATT Global Media Toni Nevitt, eMediaAdvantage
WATT & the journey to Audience First Who we are How did we know? Enabling technology & implementation Two examples What’s next?
Nearly 100 years of publishing experience Legacy of global expertise in animal agriculture markets –Poultry –Pig –Animal feed –Pet food
Print and Digital Magazines
Conferences and Exhibitions
Marketing Services & Lead Gen Webinars White papers Content marketing Market research
Losing sleep in 2008 We needed to: Reduce list fatigue Focus on quality vs quantity Increase our revenue per reader Lower our operational expenses Balance our revenue model Better position for long term success
Stark realization If you don’t adopt a customer-centric approach, you can’t grow “Follow the audience”
The holy grail in publishing? The right content, to the right person, in the right format, for the right purpose at the right time
What our quest needed Strong executive support ($) Embrace risk Project management Understanding of “Data” E-Marketing expertise Good application partner Editorial cooperation Sales management support
Eproducts Print Websites Social 3 rd Party Lead Gen Marketing Events & Webinars Single consolidated and reconciled intelligence
Our markets have broad reach Global Ag Reach 92,940 Global Petfood Industry Reach 39,700 Gross 132,604 Net 121,477
WATT Agribusiness Global reach: audience in 194 countries Magazines E-Newsletters Website registrants, webinars, whitepapers, custom publications Total audience reach (unduplicated): 92,940
“Right” Impact Optimum user engagement Maximum rate of advertiser return Greatest organizational efficiency
Demographic data Name Title Address Company Basic Qualification
Behavioral data Subscribes Registered user Attended Downloaded
Contextual Data Capture user engagement in editorial content, by topic
Lead Score: 95 Consensus Profile Name: Kara Way Title: Live production manager Company: Eggs R Us Address: 1 Efficiency Drive City: Itasca State: IL Zip: Country: United States Phone: Function: Poultry production Print: PoultryUSA Newsletters: Poultry Update, Feed Enews Events: Petfood Forum Top Content Clicks: Animal welfare, Organic Feed 3 rd Party Offers Opt in: 3x last 60 days
Taking it to market Showcase tool for sales team Show richness of data Better identify targets for clients We’ll find the right people by their profile, not by product
Value of segmentation Incorporating demographic, behavioral and contextual information Understanding the lead process from a client perspective Identifying niches within our niche Creating new products for clients
New Audience Sales paradigm You are not leading with ads in your products. You are leading with your unified audience data and the intelligence available within.
Broad awareness Multi channel Net audience We examine targets by how many we have Precise targeting Of highly engaged individuals
What they are doing
865 Senior Execs Engaged in desired content Topic across all channels Only target those that have shown interest
Geo-targeting for events
What’s next? Data visualization
What’s next? Lead scoring Old way: Run a query on specific demographic that subscribes to a newsletter or signed up for a webinar (travel agents looking for information on the Caribbean) and sell an blast against that demographic. New way: Look at fully engaged customers—users who clicked on articles, signed up AND attended webinars. That’s the cream of the crop. Now do a deeper dive against those customers, such as geographic similarities. Now the sales opportunity includes road shows, custom events, last minute expo invites, etc.
What’s next? Drive engagement Social media is the next frontier LinkedIn, Twitter, Facebook Uncover ‘hidden’ audience that would otherwise be anonymous Content marketing with our own content Chain of communications triggered by interactions
Taking risks Audience marketing -- risk takers, we test, we try, we fail We can’t afford to wait We're the voice of the customer
Results So Far Webinars – increased by 800% ( ) last 4 years Digital –102% increase
Moving in the right directions
WATT continues to transform its business strategy, technology, partnerships and sales & marketing methodology from magazine circulation-centric to audience data-centric.