Very few other buzzwords are currently thrown around more than that of “audience building”! Conversion Rates, Privacy, Tracking and on and on. In the end of the day, it is all about which target group do I want to reach, how can I address this target group as individually as possible and win them over as permanent customers, with appropriate content or tailor-made offers?
No matter what content you put out on the net, it must be noticed, attract attention, and create customer loyalty! The answer to the question “What is happening with my offer, and with my content?” was left up to Google for too long – probably due to a lack of good alternatives. Google Analytics was the obvious step to measure and evaluate user behavior – with two small disadvantages: The data was not your data. And they don’t go deep!
Your Own data, Your own choices
Where do the clicks go, what is particularly popular for reading, ordering, and commenting? You don’t just want to know that, you want to really dig into it – in detail! When does my content get boring, where does someone jump out, how can I convince them to stay? A more precise answer to these questions is becoming more and more the key to a successful media presence. But only when the collected data is available in-house, and not dropped “somewhere” like with Google Analytics, does this become really valuable. And with integration to CRM, then you can really drive more critical processes both in marketing and content distribution. Today it is no longer about “sell, sell, sell” or up-front offers, but about the design of the user journey, and real understanding of the individual prospect. It goes without saying that trading regulations must be observed, even if it makes things more complicated in some areas.
Speed is silver, analysis is golden
Especially in the editorial area, the speed of feedback is of crucial importance – articles that are always clicked on in the same place, new posts that are not accepted by any audience group, for example. It’s great if editors can react quickly and adapt the content accordingly in real-time. In audience building, this is referred to as the hot path of feedback.
Somewhat cooler (logically, the Cold Path), is analysis, where, for example, the connections between content rollout and the responding user group are determined, but also where we see the conversion rate, from prospective customer to customer and the ultimate, to “fan”! AI models play an important role here and are becoming increasingly important for the adjustment of marketing and proposal strategies !
Application of AI
Companies such as Netflix now throw their posts into the Facebook pool without any instructions, and rely on algorithms to form smart clusters when interacting with each respective post, so to speak, automatically searching for the ideal target group. With AI it is possible to map individual user behavior into groups, and to make conclusions about which content works best for which group. But activity in social media and the tone of comments and remarks can also be condensed into an overall picture with the help of intelligent algorithms, a persona that does not correspond to a real user but rather to a user role.
knk leads Audience Building to CRM
In order to turn prospects into customers and to delight them with relevant long-term content and proposals, insights gained about your audience must be fed into CRM, because only here does a personalized approach take place. With knk365 Audience Building we provide a module that links the personas developed in tracking and AI, into your CRM customer data, and thus forms the basis for both a comprehensive overall view of the customer and hence into marketing automation.
In the words of the immortal Beatles, “You’re such a lovely audience, we’d like to take you home with us, we’d love to take you home.”
Sebastian Mayeres joined knk in 2003. He is CEO of knk Software LP and Head of Global Sales. He is especially knowledgeable about Editorial Office, Media Production, CRM, Paid Content, Digital and Physical Subscription Management and – for B2B – Advertising.