Personalisation in the media sector

In the previous blogpost, Willem, our CEO, looked back on the first year of Taglayer (click here in case you missed that one). At that moment, he and co-founder Timothy attended the World Publishing Expo in Vienna, Austria. One of the main discussion points was the fact that revenue streams in the media sector decrease on average by 8 to 14% each year. Around 90% of the revenue in the media sector can still be attributed to printed media. Yet, the current generations are shifting more to digital every day. There is no fit and the media landscape will need a big overhaul if it wants to stay relevant in this ever-changing world.
Personalisation in the Media Sector Newspaper stands

Digitalisation of the media sector

The easiest way to achieve this would be by digitalizing the media sector, but keep in mind that this only accounts for 10% of the revenue stream at the moment. Wouldn’t it be interesting to know your readers’ interests, personas, etc. and then produce content specifically tailored to each individual customer? A regular website is not new and will not attract new readers. But by offering a new service you might have the competitive edge. Something that is time saving, makes sure that relevant content is shown and does not need to be installed before use. Yes, we’re talking about personalisation software. When implementing this on your website, you will create a unique user experience, by providing a selection of content that is relevant to the reader.
Personalisation in the Media Sector Digital Media

Personalisation software to the rescue

Personalisation is especially useful for content heavy websites; these could be tech-blogs, lifestyle magazines, or well-known online newspapers to name a few. Every single person has unique interests and topics that they like to read. As a company, it is up to you to find out your customers’ interests and present them with the most relevant information. Otherwise your customers will have to scroll through a feed in the hope of finding an article or post that might interest them. We’ve all been there and when we can’t find the appropriate information that really triggers our interest, most of us are inclined to leave the page after spending only a few seconds.

As a newspaper website for example, several dozens of articles are posted each day. Not every article is relevant for every single reader. So if you could present each reader with the articles that are most relevant for her/him, not only will you have a more relevant website, but this will also optimize your online presence, since you offer a targeted (almost niche) approach for the mass. How wicked does that sound? Dissecting the mass into niches and catering to each niche, all instantly and in a non-invasive way. That is the power of personalisation. Personalisation is the way of increasing your customer retention rate by organically making your website appeal to your visitors.

Besides personalizing on their interests and using past experiences on the web to predict what your customers might like to read in the future, we enable you to go further. Personalize on language, weather, geolocation, time of the day, personas, gender, age, device types, referrals, … to really offer them a custom experience. If you own one of these types of website, your visitors will spend more time on your website, because you just upped your relevance. In the end it is all about acting quick and outsmarting the competition.

Written on November 15, 2016.