Inspiring elder customers to engage online
To serve the most engaging content to the right people at the right time, ZoomerMedia adopted an analytics-powered marketing methodology. Fully integrated with a single, centralized source of customer data from the company’s customer relationship management platform, the new marketing platform is enabling ZoomerMedia to build a more accurate view of unique customer preferences, and reach out with tailored messages automatically.
“When I first joined ZoomerMedia, we were working with a very traditional product, price, place and promotion approach to marketing—but now, that’s all changed,” says Kozak. “We are now pivoting towards a strategy with audience development at its heart.
“For example, if we see that a number of customers who subscribe to the print edition of Zoomer magazine are reading articles about healthy living on the CARP website, we can build campaigns that direct them to similar articles on our Zoomer magazine website. We see a great deal of value in the cross pollination between our for-profit magazine and our not-for-profit association.”
By automating many marketing processes that were previously complex, time-consuming and resource intensive, ZoomerMedia empowers its lean team to focus on value-added initiatives.
“In the past, I always used to say that we had no shortage of good marketing ideas, just a shortage of people to execute on them,” Kozak recalls. “Today, we can complete essential tasks such as segmentation, list-building and analytics in a fraction of the time that we could previously. This frees our people to spend more time digging down into our customer data to uncover new ways to delight our audiences. Without a doubt, automation gives us bandwidth to deliver more value.”
With intelligent automation supporting its marketing processes, ZoomerMedia is driving toward its goal to boost the popularity of the digital channel.
“We’re always asking ourselves: ‘how can we encourage this customer to come back to the website?’, because that’s the place we can understand them better, serve them better and nurture them more,” says Kozak. “In practical terms, this means shaping direct mail and email campaigns with calls to action that link to digital properties, and we can already see that those efforts are paying off.”
Creating positive experiences that drive sales
As ZoomerMedia’s marketing transformation gathers pace, the company is seeing a surge of interest online.
“Our motto is: ‘we know 50 plus’, and thanks to our centralized, analytics-driven approach to understanding our audiences, that statement is now truer than ever,” says Smith. “We have rich data on every marketing touch with every customer, whatever part of the ZoomerMedia organization they choose to engage with.
“We have more than 750,000 customers on our email list, and we drive more than 50 million customer interactions per year. Because more customers are now visiting us on the digital channel and our marketing team has more time to analyze the data, we are continually improving the relevance of our communications.
“Last year, we successfully increased our marketing touches by 20 percent while ensuring that every message was relevant, compelling and personalized. By bringing customers online, we are creating valuable opportunities to recommend products and services that customers may not otherwise have considered.”
Kozak continues: “We are moving from a traditional media company to a new media company, and our new marketing capabilities are a key enabler of that transformation. In the past, it was extremely difficult to measure the performance of our campaigns and implement improvements quickly. We can now track the strong and weak points of our outreach in near-real time, and make adjustments on the fly if we find that we’re not serving our target audience with the things they want to see.”
Looking to the future, ZoomerMedia plans to integrate machine-learning capabilities—opening the door to even more personalized customer services.
“We see great potential in cognitive technologies to enhance the experience of engaging with us on a variety of channels, especially our contact center,” says Smith. “For example, by combining sentiment analysis with data on a customer’s past interactions with us, we can show our agents products and services that may be particularly relevant to the customer in that moment—inspiring more callers to purchase.”
Smith concludes: “Our future is digital engagement everywhere—but that journey is just beginning. As younger, more technology-savvy generations approach their 50s, we see that digital will become the core of our business, and we are excited to enhance the customer experience in the years ahead.”