By Russell Loarridge | Posted on March 12, 2014
Channel 4 recently announced that it has reached 10 million unique registered users – a number which includes an impressive half of all 16-24 year olds in the UK. C4 really knows each individual user and can offer them an experience relevant to their viewing wants and needs.
Viewer data is 100% key to this and in 2012 we were able to provide Channel 4 with a platform that allowed them to gain this information. This viewer data has enabled Channel 4 to leverage new relationship marketing ‘channels’ – in which it can deliver a more personalised experience for viewers. And what we love about Channel 4 is that it is constantly putting its viewers at the heart of its business.
C4 even goes as far as having entire teams dedicated to viewer engagement and makes a conscious effort to focus on what viewers really want by getting to know them through their own unique personal data. This data can also be used to better engage with advertisers and share more accurate demographics, which ultimately means that the broadcaster can offer their audiences richer and more relevant content across the board.
David Abraham, Channel 4’s Chief Executive said:
“The speed at which we have grown our database of registered users in the three years since launch has been overwhelming and to reach 10 million registrations is testament to just how engaged our viewers are and how much they trust the Channel 4 brand. We’ve been able to use the scale of the database to have a new and more direct relationship with our viewers and to offer our advertisers new and innovative ways of better targeting the audiences they want to reach.
“In the next phase of our strategy we want to further unlock the behavioural insight the data gives us to help add greater insight to our creative processes.”
The word ‘trust’ is key. Channel 4 is truly leading the way when it comes to engaging users and interacting with them to have a positive effect on the overall customer experience and build loyalty. Channel 4 is also a great exemplar in the way that they are completely transparent with how they use the data and actively promote their viewer promise.
To be successful in the digital economy, all brands – not just broadcasters – would do well to look in to the Channel 4 case study and start using the data they are gathering to truly put the customer at the heart of the business.
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