Digital Marketing Takeaways from NBCUniversal, The New York Post & Aimia

By Jessica Poundstone, Director Content Strategy, Urban Airship

Marketing leaders from NBCUniversal and the New York Post were on stage at our New York Digital Engagement Forum to talk about what’s working for their brands. We also had loyalty platform Aimia getting us up to speed on the latest trends in driving customer long term value. Read on for some of the key takeaways from the event!

Focus on Offering Great Content Everywhere Audiences Want to See It

Jason Reid, Director, Audience Development & Operations, NBCUniversal said their aim has not been to focus on just one platform, but to make great content and make it available everywhere. Their teams are keeping an eye on new ways people are consuming content and adjusting their strategies — audio, newsletters, social push notifications and email are all valid for different users who need to be served differently, said Reid.

Create “Thoughtful & Detailed” Workflows To Stay Accurate While Moving Quickly

Stern agreed and described the centralized management system The New York Post has put in place to make sending out push notifications and email alerts from a centralized location, including a built-in review process. It’s important to have the process dialed in because, while you can change a headline on the website, Stern said, “you can’t take back a push.”

Allow Users to Set Preferences to Drive Deeper Engagement

Onboarding is important at the New York Post as well; Stern noted that it’s important not to overwhelm users with too many choices at the start, but rather to lead them through a flow that makes sense, and allow them to get granular if they choose. Also important is making sure users understand what they’ll be receiving when they turn on notifications.

Be Hyper Relevant

To break through the volume of notifications most people get on their phones each day, NBCUniversal teams are always asking: how do we make our alerts as relevant as we can? For example, proximity alerts that let users know it’s going to rain in 5 minutes have been very successful.

Listen To Your Audience

Foster a Culture of Continuous Digital Transformation

Reid agreed: creating a data-driven culture can be a daily struggle, as a business transforms — which sometimes includes two steps forward and one step back as people revert to old habits and ways of doing things. But once people really see the difference — and the results of taking a digital-first approach — they’re in.

Tap Into the Power of Digital Loyalty Programs

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