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Your audience consumes all forms of content - music, podcasts, audiobooks, TV shows, movies, documentaries, sports highlights, breaking news, and articles. These are millions of users with billions of preferences.
Getting these users hooked to your product is easier said than done. So, how do the top Media & Entertainment brands do it? How do they increase content consumption, frequency of use, and time spent on their apps? How do they reduce plan unsubscription, user churn, uninstalls, and downgrades?
The answer lies in insight-led engagement.
This growth flywheel has four steps. You can find detailed information about each step below and how you can go about implementing it using MoEngage.
Step 1 of insight-led engagement: Analyze & Predict
Marketers and Product Managers of the top global Media & Entertainment brands use MoEngage Analytics to analyze users and predict behavior like:
Step 2 of insight-led engagement: Personalize
Based on these insights and user trends, Marketers and Product Managers then use this data to send relevant content recommendations to each user, announce the latest releases, and personalize communication depending on user properties like name and location.
While personalizing your communication, it is always a good idea to look at it in layers. Here is how you can visualize the different layers of personalization:
The different layers of personalization
Segmentation sits at the core of personalization. The better your segmentation is, the more relevant your communication will be. Follow these steps to build an effective personalization strategy:
Step 3 of insight-led engagement: Engage
Next, Marketers and Product Managers use MoEngage to drive user engagement and increase the pool of active users by orchestrating data-driven omnichannel user journeys, increasing user reachability across multiple communication channels, and optimizing the performance of engagement campaigns using machine learning.
MoEngage's proprietary offering, Sherpa, enables you to pick the right time and messaging for your push notifications, emails, and text messages. On MoEngage's customer engagement platform, you can create static and dynamic multivariate tests to optimize the click-through rates (CTRs) of your engagement campaigns.
Using MoEngage Sherpa to optimize campaign CTRs
An important factor for successful engagement is user reachability. Media & Entertainment brands that use MoEngage reach up to 40% more customers on mobile devices than others. The longer your user stays inactive on your mobile app, the lower chances they have to receive a push notification from you. Push Amplification+, a technology pioneered by MoEngage, ensures that push notification delivery sees up to a 50% uplift for 30-day active customers and 40% uplift for inactive customers.
Recommended read: We've used Machine Learning to analyze over 750 campaigns sent to more than 70 million mobile app users and built a framework that accurately predicts push notification delivery. You can read it here.
Step 4 of insight-led engagement: Retain
Lastly, Marketers and Product Managers of the top global Media & Entertainment brands retain users by informing them about abandoned content, sending subscription renewal reminders, and announcing plan upgrades at the right moment.
Here is where having an omnichannel strategy instead of a multichannel strategy for your win-back campaigns will give you an upper hand. Leveraging text messages and emails together is a great way to reach out to users who have already uninstalled your mobile app. On the other hand, once you've identified a user on the verge of churn, try using a combination of emails and push notifications to communicate with them.
Global Media & Entertainment brands have seen up to a 120% increase in subscriptions after using MoEngage to engage and retain their users through insight-led engagement. What’s stopping you?
Marketing and Growth managers, Product Managers, and Customer Engagement Professionals from the following types of services can use this growth flywheel to create a cascading effect of successful engagement and retention.
Here are a few different ways you can use the insight-led engagement approach for multiple use-cases:
When today's consumers consent to their data being collected by media streaming services and digital publications, they expect brands to put this data to good use. This is where insight-led engagement comes into the picture. By leveraging insights gathered from this user data, you must ensure every digital micro-moment is highly relevant and personalized for your users.
The insight-led engagement growth flywheel consists of four steps:
MoEngage is an intelligent customer engagement platform that enables the top media & Entertainment brands to leverage this flywheel to engage and retain millions of users efficiently. You can request a demo of MoEngage here.
As the next step, check out our A-Z guide on mobile marketing for Media & Entertainment brands below. This is a one-stop resource for everything related to acquisition, engagement, and retention.
Here are actionable resources we've curated for you!