From paper to digital
Ciné Télé Revue adapts to the expectations of its readers
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 automation ones.
The challenge for Ciné Télé Revue
Ciné Télé Revue no longer needs an introduction, at least not in Belgium. It was the first Belgian magazine to develophave 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, after which the audience was divided into the. Print, web and mobile app coexist for different kinds of readers with very specific expectations. Last but not least, the challenge: 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 very quickly implemented A/B testing into its marketing strategy, allowing them to take stock of 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 media is quite different and plays 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 as best they can in order to offer a personalized and efficient client experience. This new path has them helped achieve their goal: today, Ciné Télé Revue is proud to offer a personalized multi-channel client experience and to be able to reach its two main target audiences optimally : readers aged 40-45 who are more fans of 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 constantly 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 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”.
To find out more about the digital transformation process of Ciné Télé Revue and its collaboration with ACTITO, the interview with Gaëlle Mauroit for Media Marketing is available as a PDF in French or in Dutch.