Every day, you are faced with an overwhelming amount of content. So, how can you stand out with yours to capture and retain audience retention? It has become a top priority for media publishers to answer this question.
Luckily, the answer lies within Customer Data Platforms, as they power real-time personalization to up the ante on content consumption. But how does real-time personalization work exactly?
Content not aligned with individual preferences can lead to disengagement, as is often the case with traditional content. But you can facilitate real-time, personalized content when using a CDP. Behavioral insights are key to accomplishing this.
A CDP collects vast amounts of data, such as clicks, views, and time on site, from various touchpoints, like websites, applications, and social media. These vast amounts of data create a holistic view of user interactions and give you insight into individual preferences and interests. For instance, if a user frequently engages with technology-related articles, a CDP can identify this pattern and recommend similar content in real time.
But real-time content recommendations go beyond merely suggesting similar content; they enhance overall user experience. If you present users content aligned with their interests, CDPs encourage longer session times and increased interaction.
This will keep users engaged and builds loyalty and trust as users perceive the platform as one that understands their preferences. And, as you can read in our blog about Mastering the Art of Audience Expansion - Innovating in the Media and Publishing Industry, 80% of users favor such tailored experiences.
Real-time personalization is an absolute game-changer, but balancing personalization and user privacy is crucial. Seeing as personalization is appreciated by 69% of customers as long as it is based on data they have explicitly shared.
CDPs are designed to respect user data and privacy regulations by anonymizing and combining individual-level data. This allows media publishers to provide personalized experiences without compromising the oh-so important individual privacy. Learn more about first-party data in our blog.
When users find content relevant and engaging, they are more likely to explore further, increasing the chances of interacting with ads, subscribing to newsletters, or even becoming paid subscribers.
The ultimate goal of real-time personalization is to not only drive content consumption, but also generate revenue. Seamlessly integrating content and personalized recommendations contributes to a more sustainable monetization strategy for media publishers.
Real-time content recommendations powered by CDPs transform media publishers' engagement with their audiences. By harnessing behavioral insights and providing tailored experiences, publishers can capture user attention and foster long-term loyalty at the same time. Resulting in a valuable and consistent community. Curious how a Media & Publishing company has implemented a CDP? Read the Roularta Media Group Customer Case!