Challenge
A company that distributes video content (movies, series, TV shows) on a streaming platform was struggling with low effectiveness of marketing campaigns. The campaigns were generic, and the lack of audience segmentation led to poor recommendations and low engagement. As a result, the company saw a decline in subscribers and a low conversion rate to new offers and promotions.
To improve the effectiveness of its marketing efforts, the company decided to implement an advanced system for recipient segmentation and personalization of marketing campaigns. The main goals were to more accurately match messages to users' interests and increase the effectiveness of campaigns promoting new content.
Action
- Data analysis and recipient segmentation
The company, with the support of analytics experts, implemented an analytics system for recipient segmentation. Data on user behavior, such as viewing history, content ratings, time spent on the platform, and interactions with different types of content, were collected and analyzed. Based on this, various audience segments were created, such as:- Action movie lovers: Users who frequently watch action movies and thrillers.
- Drama fanatics: Users who prefer dramas and art films.
- Family screenings: Users who watch content suitable for the whole family.
- Series fans: Users who regularly watch TV series.
- Personalization of marketing campaigns
Based on the segments created, the company began implementing personalized marketing campaigns. The campaigns included:- Content recommendations: Personalized recommendations of movies and series tailored to the preferences of a particular audience segment.
- Premiere notifications: Notifications of upcoming premieres that matched the interests of specific segments (e.g., notifications of the release of a new action movie for action lovers).
- Promotional offers: Personalized offers and discounts, such as discounts on subscriptions for new users in segments interested in specific types of content.
- Use of real-time data
The analytics system made it possible to track users' interactions with campaigns on an ongoing basis. This enabled the company to adjust recommendations and messages in real time, responding to users' changing preferences and behaviors.
- Marketing campaign automation
Through integration with a marketing automation system, the company set up automated campaigns that adapted to user data in real time. Campaigns included automatic recommendation emails, push notifications to mobile devices, and personalized messages on the streaming platform.
- Performance analysis and optimization
The company monitored the effectiveness of campaigns by analyzing metrics such as email open rates, click-throughs on recommendations, number of new subscribers, and engagement rates. Regular reports allowed the company to optimize campaigns, improve message alignment and manage marketing campaigns more effectively.
Results
- Increased user engagement: With personalized recommendations and tailored marketing campaigns, the engagement rate increased by 35%. Users spent more time on the platform, discovering content that matched their interests.
- Subscriber growth: Personalized promotional offers and recommendations contributed to a 28% increase in new subscribers. With better tailored offers, new users were more likely to subscribe for longer periods.
- Higher conversion rate: More effective matching of messages to user preferences translated into a 22% increase in conversion rate, which meant that more users responded positively to promotional offers and recommendations.
- Optimizing marketing costs: Through campaign automation and precise segmentation, the company reduced costs associated with less effective, generic marketing campaigns, resulting in better budget management and increased marketing efficiency.
