Ciné Télé Revue

Our client, Gaëlle Mauroit, Director of Marketing & Communication at Ciné Télé Revue, recently told Media Marketing about the details of the magazine’s digital transformation. This evolution made them think about adopting the right marketing strategy, which required implementing efficient marketing tools, particularly for automation purposes.

The challenge

Ciné Télé Revue no longer needs an introduction, at least not in Belgium. It was the first Belgian magazine to develop a website 19 years ago, and is undoubtedly the TV guide reference. Within the context of the evolution of new technologies and thanks to its reputation, Ciné Télé Revue went even further, launching a mobile app in 2009, which led the audience to exciting new digital channels. Print, web and the mobile app coexist for different kinds of readers with very specific expectations. The challenge was not the least: how to meet the new needs of clients and rise to the challenge of satisfying them on all media in a relevant, efficient and personalized way?

Our collaboration with Ciné Télé Revue

Ciné Télé Revue implemented A/B testing into its marketing strategy very early on, allowing them to learn a great deal about online consumer practices and better target the expectations of each niche. Every marketer knows it: knowing your users helps you better understand their needs and expectations in order to meet those needs in a relevant and personalized way. Since every medium is unique with a specific role, the marketing strategies implemented vary. In order for each format to be personalized, Ciné Télé Revue regularly sends newsletters. For two years, Ciné Télé Revue has counted on the automated marketing solutions offered by Actito, making it possible to enhance the commitment of subscribers by personalizing their content.

By combining collaboration and agility, ACTITO and Ciné Télé Revue work together to use the database to the fullest, in order to offer a personalized and efficient customer experience. This new path has helped them to achieve their goal. Today, Ciné Télé Revue is proud to offer a personalized multi-channel customer experience, reaching their two main target audiences optimally: readers aged 40-45 who are more keen on the print format and readers aged 35-40 who are more used to the functionalities offered by the website and mobile app. The content marketing strategy has also evolved, now offering recommendations written by experts in its magazines, which are then adapted for a digital format.

Team learning at Ciné Télé Revue

As for how this affects the internal teams, Gaëlle Mauroit told us a great story about collaboration, team work and continuous learning. In fact, by allowing every employee to renew their knowledge and skills (especially in content marketing), the brand continuously revises its strategic vision to achieve new objectives that emphasize on digital formats. After all, digital transformation is a never-ending process and “it is uniquely the evolution of our users that allows us to define what must still evolve and at what level”.

Read the interview

She shares her experience