Customer retention and loyalty are more important than ever for media and entertainment brands that rely on subscriptions and are challenged with shifting revenue models. These brands must innovate new content offerings and customer experiences to battle subscription fatigue and keep subscribers engaged and loyal.
Behind the scenes, data is playing a key role as customer engagement gives brands insight into how they can personalize the experience to improve engagement. By leveraging data effectively, media and entertainment brands can create seamless, multichannel journeys that anticipate audience needs and deliver relevant, meaningful interactions. And a unified customer engagement platform is the key to creating these engaging customer experiences.
MarTech tools empower media brands to make lasting connections
As customers demand more personalized, on-demand experiences, brands must go beyond initial engagement to build long-term loyalty. So, how can brands do this effectively? It starts with choosing their MarTech solutions wisely. Here are some considerations to keep in mind when selecting a unified customer engagement platform:
Data collection: Brands increasingly need a platform that can support multichannel data collection and provide real-time insights into viewer behavior and preferences.
Personalization and behavioral insights: Today’s audiences expect to receive personalized, relevant experiences — whether it’s on a streaming platform, a news website, or through a ticketing vendor. Delivering at scale requires data segmentation and behavioral insights.
Real-time recommendations: Customer engagement platforms need to provide tools for optimizing content recommendations and timing as well as predictive insights to help determine the best engagement strategies.
Data privacy and compliance: Data privacy regulations like GDPR and CCPA impact how companies collect, store, and use audience data. Compliance is especially complex when handling international audiences, and brands need a robust platform that ensures data security and adherence to regional regulations.
Real-time and behavioral data can help power personalization
Real-time insights let brands understand and react to audience interests immediately, whether it’s a trending show, breaking news, or a popular playlist. By tailoring recommendations and promotions based on up-to-the-minute preferences, they can keep audiences engaged with relevant, timely content, even as a customer’s interest shifts. This level of responsiveness helps build deeper connections with audiences, which encourages loyalty.
For live broadcasts, concerts, or sports events, these real-time insights can be critical for understanding viewership peaks, audience locations, and engagement patterns so brands can continuously optimize their approach. To do this effectively, leverage cohesive customer data management tools. MarTech tools that consolidate data from various sources provide a comprehensive view of each customer. When brands have a holistic view of their customers and can combine it with behavioral and intent data along with real-time events, they can gain a better understanding of them, beyond their demographics and purchase history, so they can make data-driven decisions and tailor marketing strategies to match customers’ needs.
Access to behavioral data can help answer questions when brands see patterns from their customers. These insights provide an opportunity to deliver more impactful, targeted campaigns, and opportunities for engagement, leveraging a deeper understanding of customers. First-party behavioral data that includes experience signals can help brands identify what audiences need so they can deliver timely and relevant messaging that matches the customer’s current experience.
Tools that enable brands to build multichannel campaigns with access to real-time and behavioral data on one unified platform can positively impact how they create and deliver meaningful customer experiences.
How Acoustic Connect can help
Real-time customer data management capabilities are part of the Acoustic Connect platform. Powered by Snowflake, Acoustic Connect helps to eliminate data silos, giving media and entertainment brands a comprehensive view of the customer, including marketing signals, behavior, and intent – all natively within a single platform.
A powerful customer engagement platform provides automation capabilities that can improve productivity, reduce the amount of effort it takes to launch and monitor campaigns, and reach audiences with real-time communications. A customer engagement platform can also help brands understand which touchpoints and channels prove to be most effective and profitable for each audience segment.
Download our book, Engaging customers in media and entertainment for more insights and best practices.
