Marketing Automation for Media Companies

Suggested Speakers

Everyone's buzzing abt #MarketingAutomation, but can journalists use it to grow audience & keep readers & viewers loyal? Find out how #ona17

Session Description

Marketing automation is changing the marketing landscape, as the ability to email or send push notifications to customers and readers automatically, based on their interests, behavior, or personal data, enables companies to grow their audiences and improve retention and loyalty. While retail and B2B companies have begun embracing marketing automation, most media companies have been slower to adopt this technology and continue to send “batch-and-blast” newsletters or emails that are not personalized or behavior-based. This session explores the possibilities of marketing automation for media companies: how journalists and others in the media industry can use this technology to keep their audiences engaged around a certain topic, create new segments of an audience, nurture readers and viewers for longterm loyalty, and even get more people to subscribe. This session will be presented as an interactive workshop. The first part will present a basic introduction to marketing automation – what it is, how companies are using it, what are some specific marketing automation platforms to know about, and a look at some concrete examples of how it works. The second part will give attendees a chance to create a sample marketing automation journey and share their ideas with the rest of the workshop to get feedback from others and the session leader.

How does your submission contribute to the diversity of the conference?

In the email and marketing automation world, the lack of female representation at conferences has been identified as a serious problem--so much so that a new group, Women of Email, was formed this year to combat the problem. This session will be presented by a female email & marketing automation expert, who will proudly help pave the way for more female speakers on this topic. This session also contributes to the diversity of topics covered, with a more technical, tactical approach to improving how journalists work and how they can help their work have longer-term impact.

What will your audience have gained by the time your session is over?