In today’s crowded and unpredictable media landscape, consumers are relying even more on media brands they trust, such as RCS MediaGroup. The international media company is the longtime publisher of some of the most widely read newspapers in Spain and Italy, including Corriere della Sera, La Gazzetta dello Sport, and Marca. More recently, it has expanded into a multi-channel media conglomerate that owns multiple lifestyle magazines, websites, television, and radio brands.
Subscriptions and advertising sales are two important revenue streams, so the company is drilling into its vast stores of customer data to learn more about its audiences and then to deliver targeted content and advertising that engages them. The goal is to increase subscribership through personalized content delivery and to boost ad revenues by delivering ads with more precision.
Using Adobe Campaign in Adobe Marketing Cloud, RCS MediaGroup compiles customer data to create detailed profiles for more personalized campaigns. For example, using workflows created by Adobe and partner Accenture, RCS MediaGroup can deliver cross-channel offers, such as enticing customers of its sports brands with a newspaper subscription that comes with a promotional offer for a three-month trial of a cable sports network. With Adobe Analytics the company can identify trends and anticipate how customers will respond based on their behavior. The company also looks forward to using Adobe Target to create even more personalized experiences for its customers.
“With all of our customer information in one place with Adobe Campaign, we can better identify marketing opportunities across channels and monetize that data through our digital advertising,” says Luca Crisà, CRM Digital & Campaign Manager, RCS MediaGroup.
By automating campaigns, teams are spending 35% less time sending emails, giving them more time to analyze results and optimize offers to achieve better responses. As a result, the company reduced operating costs by 25% while providing better interactions with customers.