By Jim Kaskade | Posted on October 20, 2016
Cross-channel audience development isn’t a new initiative for media brands. However, up until now, these strategies have been more aspirational and failed more often than they have succeeded. As the digital technology landscape continues to grow in complexity, media companies are looking to build new bridges between their businesses and the consumer.
I had a chance to dive further into this topic during a panel discussion at Media Tech in New York last week, along with Betsy Cole, executive director of digital product and technology at The Atlantic, and Adam Ostrow, chief strategy officer at Mashable.
The Atlantic is tackling cross-channel audience development in two notable ways.
“We look at every person who views our content as a customer,” Cole said. “We are conscious of how people first interact with us, so we try to deepen the relationship with them and then make sure it’s good going forward.”
The Atlantic also implements a cross-functional team that coordinates both print and digital for its stories. This includes finding ways to make each story richer through video interviews with people quoted in the print story and making calls to action both online and in print to view supporting articles. Along with this, they are combining all of their email databases, putting their systems together and creating a holistic view of the customer to better engage with each of them.
“We look to pair a content idea that we think is going to resonate with that audience, with the market that the advertiser is trying to reach,” Ostrow said.
Mashable and The Atlantic are two examples of how media companies are looking to create cross-channel audience development. By finding new ways to reach and connect with customers, they are turning new audiences into loyal readers.
Take a look at how Janrain is helping other media companies create similar types of personalized experiences.
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