Transformational digital media strategies

Transformational digital media strategies

March 10, 2014



After two buzzing days at Digital Media Strategies we thought we would summarize our thoughts and the key learnings from this event. CloudSense attended with our partners from Salesforce to hear the latest and most strategic thinking from the media industry. With CloudSense’s strong history in this sector, it was a pleasure to see familiar faces again, as well as meeting many new faces from the media and publishing world.

Our roundtable, hosted by our CEO Richard Britton, was well attended by the forward-thinking media minds. Together we delved into the challenges of rebuilding around digital for cross media ad sales. The discussion quickly highlighted the challenges the industry faces, such as; attracting and up-skilling talent within your business, getting the right data strategy for insights and the struggles around innovating products more quickly after testing and launching in a lean and effective way.

Most noticeably media and publishers were not alone in the need to devise new ways to tackle the problems of ‘print pounds ‘converting to ‘digital pence’ and their need to empower sales teams with data to allow them to switch from being product-orientated to customer-focussed.

When it came to solutions, there wasn’t a one size fits all – businesses need to become agile and reimagine their strategies regularly. Change is inevitable in our fast-moving news environment so systems need to allow the business to access the metrics and data needed to be nimble and adaptable for ongoing business transformation.

Between hosting roundtables and helping the delegates learn more about transforming their businesses with cross media ad sales and subscriptions platforms at our booth, we eagerly listened as the most relevant topics for the industry were debated.

Mobile and the way consumers engage with content was central to presentations. The use of devices wasn’t up for debate and a simple glance down from the balcony towards the delegates proved devices are here to stay. Importantly, the pragmatic Duncan Painter, CEO at Top Right Group emphasized the need to remain platform agnostic and that ‘mobile-first’ is the strategy to be adopted.

The Guardian’s Andrew Miller emphasized the need for publishers to consider the generational differences in content consumption. He shared how his concern was in attracting the generation ‘Z’ video-enthusiasts to the Guardian to ensure great journalism continues to secure its future. Urging other media companies to also consider different formats of content for different generations, he shared who he felt were the Guardian’s key competitors:

Tweet Guardian's competitors

Native advertising was a topic that cropped-up throughout the event. With US consumers, media and publishers having fully embraced this trend some speakers seemed astounded at the lack of uptake in the UK and betted it as an area of growth for media companies. Raju Narisetti of News Corp got a good audience cheer from recognizing that banner ads still make money and so are still loved! But nevertheless the need for a consumer-first advertising strategy, becoming more relevant, timely and seamless for the ‘always on’ B2B or B2C decision-makers, native advertising seemed to solidify itself as a more than just a nice to have.

Louise White tweet

Whilst some speakers reminded us that the single customer view should be top-of-mind for publishers, this topic still needed some further probing. Julie Hansen, COO at Business Insider shared some fascinating statistics of their journey to mobile engagement and their need to track readers across devices but as the final presentation of the event we were left wanting more… perhaps this topic is one for #DMS15? Either way we’re excited to know what The Media Briefing have in store next time!