Why Customer Retention Management is so Important to the TV News Industries
Bridging
the gap between TV news companies and their viewers is all about making
broadcasts engaging and focusing on effective customer retention management.
After all, increasing sponsorship value and viewership ratings is something
every news channel seeks to achieve. The path to get there needs to be clear,
though, and for this, a client retention agency is an invaluable partner for
growth. Given that television is not a passive medium, many people use social
media to share thoughts about content consumed live.
Live
TV drives up to 87 per cent of the Twitter engagement during prime time alone.
Broadcasters need to understand what the audience says in response to
programming and how to derive benefits from it. One of the best ways to
increase programming output is retaining customers by rewarding social
audiences, for instance. A Nielsen study found only 47 per cent of TV show
tweets included an official hashtag.
Hashtags
are at the core of effective social media marketing and retention because
trending keywords are a clue to what the audience thinks about your channel.
Understanding client perceptions is the key to succeeding in the marketplace,
where new channels are launched every day.
- Building an Engaged User Base
Using
on screen talent to engage with audiences is critical. There’s greater uplift
in engagement when there are specific calls to action. Owned content attracts
even more engagement for social media tweets and client retention. Creating
quality content around your broadcast and extending the social reach of your network is what drives customer retention management in the present digital era. For example,
simple, real-time polls can attract the attention span of multi-tasking
viewers.
- A Competitive Industry
Traditional
broadcast networks are feeling the heat, because of a competitive industry.
Disney, for example, consolidated its
properties including news channel ABC, sports channel ESPN and Disney’s cable
networks into a sales division.
Discover,
Univision and Viacom employees are also facing retrenchment. The days of
selling TV shows in a linear process are over. To survive and thrive, TV news
marketing and retention must focus on delivering customised solutions to
clients. Ecommerce and custom content are the need of the hour.
When
programmatic advertising took off, most media companies thought building
relationships with customers could be automated. But client retention
management is something the TV news industries need to focus on, if they seek
growth, according to analyses by Forrester Research. Transition from
over-the-air news broadcasts to digital is the new reality. Nearly ¾ of
audience engagement happens over mobile devices, for example.
Cross
platform targeting is the focus of media companies like Viacom, Turner and Fox.
The media landscape is constantly evolving and news industries need to rethink
their strategies to succeed.
Media
companies, TV news channels, broadcasters and news networks need to focus on
retaining clients, if they want to perform well in this present era, where
streaming and video marketing are catching on. To compete with digital channels
on an equal footing, and boost their value in the eyes of consumers, TV news
industries definitely need to invest in professional customer retention
management.