Maintaining transparency with audiences is essential for monetising readers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 20, 2021, 3:05 PM UTC

Publishers need to keep pace with constantly shifting reader behaviour, by taking steps towards staying relevant and profitable.

Following two years of uncertainty, consumers are craving trust and transparency. Media companies can address these consumer needs by informing readers what kind of data they collect and how they use it. Similarly, companies can have their content reviewed and approved by experts to add an additional layer of credibility.

Publishers should also adopt a customer-first mindset and provide customers with multiple content options – audio, video or print. Media companies also need to realise that they need to prove their worth to customers, not just to engage with the brand, but also to build loyalty with it.

With cookies making an exit, first-party data will help companies drive personalisation, reader engagement and revenue. This means, publishers will have to focus capturing data and using those insights to create relevant customer experiences.

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