By Jamie Beckland | Posted on April 06, 2017
Since it’s 2017, if you are a marketing or business leader in the media industry, you are undergoing a major digital transformation. In talking with our clients every day, I hear stories of new major initiatives coming down the pike with big expectations around how digital is going to transform the customer experience, increase engagement and ultimately, catapult conversions!
While I am a big believer in the power of digital transformation, those are lofty goals and often times, the path to achieve them is unclear. That’s where implementing a strategy to manage consumer identities enters the picture.
In addition, following the webinar, I asked Andras a few follow-up questions…
Jamie: How are customer identity solutions influencing new business models?
Jamie: How is the media industry unique in terms of new business models?
Andras: The media industry was one of the first verticals to fully embrace digitization and digital content delivery. Printed materials have been published as eBooks and e-publications for over 10 years ago. The media needs to be timely – especially news media – which places a great burden on the digital delivery infrastructure. Even more than traditional printed and electronic (TV, radio) media, online media has to be ready for timely and fast consumption anywhere from any device. In many countries (in the US, and to a degree in EMEA), media also needs to work seamlessly with advertising, allowing careful segregation but full interoperability of content.
Jamie: For a media company not currently using an identity solution, what should it be doing as first steps?
Andras: We see media companies first building a unified registration portal that allows their customers to enroll with a single profile, and then using that portal to add business offerings (traditional and digital content, and other services) to the customer’s registered single security profile. To allow for such a single registration portal, the media company needs to map out all of its customer-facing online and offline assets and understand how a single user is represented today: is there a single user profile for all content or are there multiple user profiles for multiple pieces of content? Then, to enable smooth implementation of an identity solution, the media company needs to map out a customer migration and consolidation journey that allows it to reduce the number of customer user repositories, onboarding interfaces and processes. This allows the media company to not only cut costs with business processes but also reduce the cost of implementing an identity solution.
Jamie: How should media companies measure success or ROI when using an identity solution?
Jamie: What are Forrester’s predictions about new customer identity trends this year?
In today’s digital transformation, CIAM is not only a “necessarily evil” or an unavoidable tax on sales, marketing and fulfillment of services. It is a key enabler of adding business value through deeper understanding, better management, and more pleasant delivery of the customer journey.
To hear more from our recent webinar on new business models in the media industry, please watch the replay here and let us know what you think.
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