Insights-led Engagement forMedia & Entertainment Brands: How to Engage and Retain Millions of Customers Efficiently

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Your audience consumes all forms of content: music, podcasts, audiobooks, TV shows, movies, documentaries, sports highlights, breaking news, and articles. There are millions of customers with billions of preferences.

Getting these customers hooked on your product is easier said than done. So, how do the top media and entertainment brands do it? How do they increase content consumption, frequency of use, and time spent on their apps? How do they reduce plan unsubscriptions, customer churn, uninstalls, and downgrades?

The answer lies in insights-led engagement.

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Introducing insights-led engagement growth flywheel

This growth flywheel has four steps. You can find detailed information about each step below and how to implement it using MoEngage.

Step 1: Analyze and Predict

Marketers and Product Managers of the top global Media & Entertainment brands use MoEngage Analytics to analyze customers and predict behavior like:

• The most active time of the day: knowing this will help you predict when your customers will use your platform, allowing you to communicate effectively at the perfect time
• Preferred communication channels: this information will help you pick the right marketing channel to get your message across, whether it is emails, push notifications, in-app messages, social media advertisements, or text messages
• Content preferences: understanding what each customer prefers to watch will enable you to send the right content recommendations and increase the value you bring into your customer’s lives
• Likelihood of churn: by being able to predict when a customer is going to uninstall your app or unsubscribe from their current plan, you can whip up retention and win-back campaigns at the right time

Recommended watch: Watch SoundCloud’s (an artist-first platform powered by a global community of artists and listeners) journey to becoming a data-driven powerhouse in this video.

Step 2: Personalize

Based on these insights and customer trends, Marketers and Product Managers then use this data to send relevant content recommendations to each customer, announce the latest releases, and personalize communication depending on customer properties like name and location.

While personalizing your communication, it is always a good idea to look at it in layers. Here is how you can visualize the different layers of personalization:

Segmentation sits at the core of personalization. The better your segmentation is, the more relevant your communication will be. Follow these steps to build an effective personalization strategy:

1. Since most streaming services limit the available content based on a customer’s geographical location, start your segmentation there. This will help you create a superset of available content or news pieces that you can show as recommendations.
2. Next, leverage your customers’ past behavior on your mobile app or website to gauge content affinity. It could be that your customer prefers listening to one song genre every Monday morning. It could be that one new thriller movie that’s been released. It could be the highlight of the biggest Premier League match in England. Or, it could also be that article about the Mars Preservation rover.
3. Use your customers’ preferred language to communicate with them. Brands that communicate in vernacular languages tend to have a higher recall rate than those that don’t. Today’s smartphones, laptops, desktops, and consoles support languages that about 98% of consumers worldwide speak fluently. Also, adding your customer’s first name to your email, text message, or push notification can significantly increase your campaign’s performance.
4. Lastly, pick the right communication channel. Your customers will not step up and tell you their preferred channel. Use data to understand this. Look at the performance of your emails, push notifications, in-app messages, and text messages to better understand how each customer prefers to receive your messages.

Recommended read: Audiomack, a top destination for music fans and creators, increased premium subscriptions by 18% with AI-driven personalization. Read the full story here.

Step 3: Engage

Next, Marketers and Product Managers use MoEngage to drive customer engagement and increase the pool of active customers by orchestrating data-driven omnichannel customer journeys, increasing customer reachability across multiple communication channels, and optimizing the performance of engagement campaigns using machine learning.

MoEngage’s proprietary offering, Sherpa, enables you to pick the right time and messaging for your push notifications, emails, and text messages. On MoEngage’s customer engagement platform, you can create static and dynamic multivariate tests to optimize your engagement campaigns’ click-through rates (CTRs).

An important factor for successful engagement is customer reachability. Media and entertainment brands that use MoEngage reach up to 40% more customers on mobile devices than others. The longer your customer stays inactive on your mobile app, the lower their chances of receiving a push notification from you. Push Amplification+, a technology pioneered by MoEngage, ensures that push notification delivery sees up to a 50% uplift for 30-day active customers and a 40% uplift for inactive customers.

Recommended read: We’ve used Machine Learning to analyze over 750 campaigns sent to more than 70 million mobile app customers and built a framework that accurately predicts push notification delivery. You can read it here.

Step 4: Retain

Lastly, Marketers and Product Managers of the top global Media & Entertainment brands retain customers by informing them about abandoned content, sending subscription renewal reminders, and announcing plan upgrades at the right moment.

Here is where having an omnichannel strategy instead of a multichannel strategy for your win-back campaigns will give you an upper hand. Leveraging text messages and emails is a great way to reach out to customers who have uninstalled your mobile app. On the other hand, once you’ve identified a customer on the verge of churn, try using a combination of emails and push notifications to communicate with them.

Global Media & Entertainment brands have seen up to a 120% increase in subscriptions after using MoEngage to engage and retain their customers through insights-led engagement. What’s stopping you?

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Who is this growth flywheel for?

Marketing and Growth managers, Product Managers, and Customer Engagement Professionals from the following types of services can use this growth flywheel to create a cascading effect of successful engagement and retention.

• Audio streaming brands: music, podcasts, audiobooks,
• Video streaming brands: TV shows, web series, movies, documentaries,
• News brands, digital publications, and
• Sports brands

19 ways you can leverage insights-led engagement

Here are a few different ways you can use the insights-led engagement approach for multiple use cases:

Customer onboarding and activation

1. Nudge your new customers towards a free trial by creating a User Journey Flow
2. Use in-app interstitials to capture their content preferences (favorite TV genres, music, preferred news, or sports interests)
3. Suggest trending content that aligns with their preferences at frequent intervals
4. Remind customers when their free trial is about to end and ask them to move to premium plans
5. Analyze which content is leading to more customers converting to paid subscriptions

Engagement and product traction

1. Send personalized content recommendations based on your customers’ content preferences
2. Notify customers when a new episode is launched for a series they follow or when their favorite artists drop new music albums
3. Inform your customers about upcoming music artist tours, live tournaments, and games from the sports they follow
4. If someone frequently spends time in a jogging park, notify them to download a workout playlist before they start the day
5. Personalize the experience of the website for each customer based on their artist/genre preferences and their browsing history
6. Build a “what to watch next” or “new additions” module on your mobile app with cards that are personalized for each customer
7. Notify customers when their wishlists are fulfilled (about their favorite movies/TV shows/music albums/sports highlights)

Retention and reactivation

1. Send content abandoned notifications and emails to customers who pause a video or a music playlist in between and do not come back for the next 24 hours
2. Notify customers to add songs to their newly created, empty playlists
3. Inform your churned/unsubscribed customers when a new and popular show/movie/music album is launched
4. Ask customers for feedback when they achieve content consumption goals, and if they rate your mobile app above 4, ask them to drop a rating score on the Apple App Store or Google Play Store
5. Nudge the most active customers to refer a friend and get rewarded
6. Identify premium subscription customers who have recently become dormant and run campaigns to prevent their churn
7. Send emails to customers who have uninstalled your app with a list of recommended content (movies, TV shows, documentaries, music playlists, newsreels, or sports highlights) based on their watchlist

Conclusion and next steps

When today’s consumers consent to their data being collected by media streaming services and digital publications, they expect brands to use this data effectively. This is where insight-led engagement comes into the picture. By leveraging the insights gathered from this customer data, you must ensure that every digital micro-moment is highly relevant and personalized for your customers.

The insights-led engagement growth flywheel consists of four steps:

1. Analyze & Predict,
2. Personalize,
3. Engage, and
4. Retain

MoEngage is an intelligent customer engagement platform, enabling top media and entertainment brands to leverage this flywheel to efficiently engage and retain millions of customers. You can request a demo of MoEngage here.

As the next step, check out our A-Z guide on mobile marketing for Media & Entertainment brands below. This is a one-stop resource for everything related to acquisition, engagement, and retention.