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#DigitalKarma: How digital publishers can tap into data collection

In the digital era, user data is a boon to publishers. If they gather it in the best possible way, that is. Nobody would deny that data is increasingly becoming the backbone of new publishing models, be it subscription strategies, target marketing and advertising or content curation and methods of consumption.

Digital publishers can convincingly collect user data by employing personalisation, free trials, adaptive content access, content alerts, newsletters, and directories, among other methods.

The granular data captured about customers’ patterns in usage, preferences and behaviour facilitates serving targeted advertisements based on their demographics, behavioural pattern and requirements. Modern publishers can maximise their advertising revenues in a short span of time through user data collection.

As the digital domain promises unique experiences, publishers need to know their users better than their competition in order to succeed. While there are many ways one can go about gathering data pertaining to their users, some simple and effective methods that are also non-intrusive include online surveys and polls, user comments, ratings and feedback, user profile data and big data analytics.

With the information collected from various sources, online media companies can get valuable insights about which delivery mechanisms serve certain products best, and what types of solutions should be created to align with those needs.

The more you know about your users, including their online behaviour and preferences, the better you will be able to serve their requirements. Without an iota of doubt, it will enable you to create a more personalised online experience when they engage with your brand on your website. This is how behaviourally targeted advertisements deliver greater relevance and a better experience. As a result, you are bound to garner more customers and additional revenues.

Several media organisations already leverage user data to fine-tune their business strategy. Once they get to know what their users like to read, the pattern of their behaviour and the topics that interest them, they can make use of the data in identifying business objectives, improving their efficiency, maximising the effectiveness of their content and transforming audience outreach.

As users are increasingly conscious of how companies collect user data and what they use it for, it’s crucial for digital publishers to pick the right channels. In this regard, newsletters, free trials and online directories offer you great flexibility without troubling the users.

In order to seek detailed and personal information of your users, you first need to develop a trusting relationship and ensure that the data you ask for is appropriate. You should also have a consistent, repeatable and scalable data collection process in place that allows you to easily interpret and use it for marketing strategies. In case you are gathering sensitive data from users, it’s essential to safeguard it from any potential data breach.

Ultimately, data collection facilitates better user engagement, content delivery and increased revenues for digital publishers, if done the right way.

Priyali Hooda

Priyali Hooda is the Senior Product Manager and Digital Media Consultant at KREATIO.
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