Personalisation of Advertising to Identified Customer Segments
A magazine publication in Finland has one of the country’s most popular web sites which is mainly frequented by the teenage segment of the population. The site has an excellent reputation with hundreds of thousands of subscribers and heavy traffic every week. Apart from random banner advertising, the site was not utilised to its full extent for revenue generation.
Objectives
To know and understand the people using the web site
To bring more subscribers of the magazine on site
To add new magazine subscribers from the online subscriber and visitor base
To make the web site a profitable entity by utilizing online information for internal marketing and making better offers to 3rd party advertisers.
Solution
The implementation of the solution was carried out in two phases:
In the first phase we identified the most influencing users of the site, the Alpha Users, using advanced social network analytics. These made up 2% of the whole online subscriber base.
The second phase was the community analyses. We identified 9 web communities based on the types of conversations they were having online on the web forums. We also collected demographic data of the actual magazine subscribers and created specific profiles of the whole subscriber base.
Results
Internal Marketing
The solution has enabled our customer to harness the power of their customers’ social network. With accurate and current customer profiles they are able to better target and be more effective in their marketing campaigns towards their customers - at the same time, become more efficient with their marketing spend.
The magazine, for example, involved the Alpha Users on focus groups about web site and print publications’ evolvement. The Alpha Users are taking part in designing their dream magazine and web site. The Alphas of each of the 9 identified communities now take an active role in promoting the publication as well as shaping the communities around them.
Third Party Advertising
By knowing better the profiles of the users, the magazine is able to improve also their banner advertising with higher response rates. They can also charge higher premium for it too. As they now offer better targeted media space and more relevant content to their communities, this means an increased customer satisfaction in the long term.
