The Media Minute 4.6.22

In the Digital Age of endless choice and opportunity, a successful digital marketing campaign is incomplete without a proper call-to-action (CTA). In fact, 47 percent of websites have a clear CTA that takes readers 3 seconds or less to see.  A CTA moves your audience forward. If they feel confident in the product or service you offer as their solution, they’ll want to know the next step.

The pandemic’s first year turned the publishing industry on its head, forcing executives to not only halt certain businesses, but to look for new revenue opportunities in an attempt to mitigate some of the impact.  In the second year, however, publishers seemed to have a better grasp on our new reality and saw some businesses come back online, working in conjunction with the primary businesses that kept their companies afloat — and in some cases growing.

The value of data has been clear in our digital economy for a long time. UK mathematician Clive Humby described it as the new oil back in 2006. But he qualified his description, saying: “Like oil, data is valuable, but if unrefined it cannot really be used.” More publishers are collecting increasing amounts of data to grow their audiences and support subscription and advertising sales, but without the refinement of effective data strategies, more data doesn’t guarantee better performance.

CRM stands for customer relationship management, and in publishing or any other industry, it’s capable of streamlining any number of activities and interactions that take place between your company and your potential and current customers. Ideally, a CRM should complete and streamline tasks in the natural environment you’re already comfortable working in, then have the fruits of that labor appear in the shared system for all team members to access.

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