In the age of big data and exploding digital content, targeted data quality and database management are more essential than ever to profitable circulation marketing and audience development for publishers and media owners. A recent Marketo blog post backs up that assertion with their advice. Demographics and firmographics are a key starting point, but now media owners also can mine transactional data, behavioral data, and psychographics/interests across channels, the post notes. Smart use of first-, second- and third-party data allows for tailored content, offers and channel targeting. As the Marketo article explains, "For example, you may know that a reader is a part of a cohort that is female, between 18-35 years old, with a household income between $64-96K....But what could you do–in terms of engagement–if you learn through her content consumption patterns that she’s interested in football, responds to sponsored content from travel brands, and mostly responds to content that’s shared on Facebook?" Yet more data from multiple sources–web, print, mail, e-mail, social media–also presents challenges, and Marketo cites Folio's recent survey of publishing leaders, which found 71% citing data management as a top priority for creating and monetizing media products. The solution is a single hub for audience data and automated cross-channel processing in real-time, the post advises, in order to deliver the right message at the right time to the right target. Finally, in publication/media marketing even more than other brand marketing, content counts. Faced with ever-growing digital content noise, media owners must work even harder to deliver content that interests and engages the target audience. For more, including advice on content marketing wins and misses, see to our complete onsite post at http://www.acculistusa.com/data-content-are-keys-to-profitable-audience-building/
