Challenge
A company distributing multimedia content (movies, series, TV shows) on a streaming platform was struggling with low effectiveness of sales activities and cross-promotion of its content. Lack of precise matching of offers to users' interests and insufficient use of cross-promotion opportunities led to untapped sales potential and lower subscriber retention.
To improve the effectiveness of sales and cross-promotion activities, the company decided to implement an advanced system that would enable better management of sales campaigns and more effective promotion of related content.
Action
- Analyzing user data
The company implemented an analytics system that integrated user data such as viewing history, content ratings, time spent on the platform, and interactions with different types of content. Analysis of this data allowed the company to create detailed user profiles and identify user preferences.
- Segmentation of users
Based on the data collected, the company segmented users, creating groups such as:- Action movie lovers: Users who frequently watch action movies and thrillers.
- Drama fans: Users who prefer drama films and drama series.
- Family screenings: Users looking for content suitable for the whole family.
- Series fans: Users who regularly watch TV series.
- Cross-promotion of content
The company developed a cross-promotion strategy that included:- Recommendations of related content: Automatic recommendations of related content to those that users have already watched. For example, users who watched an action movie received recommendations for similar movies or series.
- Subscription packages: Bundled offers such as discounted subscriptions for users interested in different types of content, such as an "Action and Drama" package with access to selected movies and series.
- Cross promotions: Content promotions related to current events, such as premieres of new series seasons or special editions of movies, tailored to the interests of specific user segments.
- Automation of sales activities
The company implemented a marketing automation system that allowed it to automatically manage sales and cross-promotional campaigns, including:- Automated emails and notifications: Personalized emails and push notifications to inform about new content, special offers and promotions.
- Dynamic offers: Automatically adjust promotional offers based on user activity and preferences.
- Monitoring and optimization
The company regularly monitored the effectiveness of promotional and sales campaigns, analyzing metrics such as email open rates, click-throughs on recommendations, the number of activations of promotional offers, and the increase in subscription sales. Based on this data, optimization of activities was carried out, adjusting content and offers to the current needs of users.
Results
- Increased subscription sales: Thanks to effective cross-promotion and personalization of offers, subscription sales increased by 25%. Users were more likely to purchase additional subscription packages and take advantage of promotional offers.
- Increased user engagement: Automatic recommendations of related content and personalized offers contributed to a 30% increase in engagement rates. Users spent more time on the platform, discovering new content tailored to their interests.
- Improved subscriber retention: Increased personalization and cross-promotion led to a 20% increase in subscriber retention, which meant that more users remained active on the platform for longer periods of time.
- Optimizing marketing costs: Automation of sales and cross-promotion activities reduced costs associated with manual campaign management and increased the efficiency of marketing activities.
