BONNIER News Local - Personalized communication
No two readers are identical, so why should their experience be?
Personalized communication allows you to reach your readers with the right information based on their demonstrated interests and engagement. Every reader is unique and this must be reflected in the digital communication and the customer journey. The challenge that Bonnier News Local was faced with finding a digital communication solution to work with going forward, that generates exactly the content their customers want.
Pitting “old” traditional media against digital communicationyou can quickly see the shortcomings of an outdated communication plan. For example, you can’t segment and target your communication as sophisticatedly and accurately via print as you can via a digital communication platform. Therefore, it is important to review your communication plan and constantly optimize it, so that your readers are reached by relevant and personalized messages.
Challenge
The traditional media are undergoing a major transformation – and are still facing a major transformation. With the right tools, the world’s media houses are trying to navigate a changing landscape where ‘old’ media, often paper-based such as print, must interact with digital communication. Bonnier News Local has had a strong focus in recent years on finding a digital business to live on going forward. Their primary need has been to find a solution to deliver personalized and relevant content to their customers.
Content and target audience are crucial. The filtering logic we have built in Rule is today the most advanced we have in Bonnier News Local. We can extract enormously well from the data we have.
Bonnier News Local
Solution
Bonnier News Local made a strategic decision a few years ago: to find an easy-to-use and flexible email system that would form the basis for working with their email channel. With that ambition as a driving force, a reliable partner was needed to achieve the set goals. Linnéa Edwall – digital marketing strategist in the marketing & communications department, chose Rule and the results quickly began to show. The platform’s segmentation and personalization tools were key to their challenge, to reach their readers with the right information, based on their demonstrated areas of interest and engagement
Results
Today, email has become a mainstay of Bonnier News Local communication, with high customer loyalty and engagement. This is due to the Group’s carefully structured customer data and the ease of use that Rule offers. Today, Bonnier News Local works more successfully than ever with personalized digital communication, thanks to a reliable and strategic partnership with Rule.