Zinio is an online retailer of digital magazines.
They provide digital editions of the magazines everyone loves, delivering the
same content from the print versions with added extras. These include audio and
video links for desktops, laptops, iPads and iPhones (Zinio, 2013). Their UNITY
platform is what integrates traditional magazines with the interactive digital
capabilities needed for a variety of digital devices. In terms of their
customers, the global EVP and CMO of Zinio, Jeanniey Mullen has noticed that
customers who purchase business magazines are also very likely to subscribe to
a tabloid magazine. This lead them to realize the potential in cross-selling
their products and different content.
They currently run Webtrends analytics to assess
customer and potential customer behavior. They do this by determining how to
effectively produce and market their content (Martinez, 2011). Mullen says they
are able to see how customers specifically buy from their computers and how the
purchase patterns differ according to location and occupation. Zinio uses
multiple devices to sell their magazines and the Webtrends Mobile Analytics
platform is what they chose to monitor their data. By leveraging with
Webtrends, Zinio has access to the insights necessary to maximize the value
from their applications. Some of these insights include how many people use the
app or trial and purchase magazines after the download; which magazines need
improved promotion or show potential cross-selling opportunities; which
screens, media and other features are the most interesting; and the customer
behavior that impacts the likelihood that they will buy other content
(Marketwire, 2011).
Suggestions:
Social media, Heat Maps and Content Marketing
Zinio is already taking advantage of the
ever-growing digital and mobile world. Since they have started capitalizing
from their Webtrends data, there are only a few suggestions I would make. These
include social media integration, multi-channel measurement through heat maps
and conversion optimization through content targeting.
Social
Media
The first of these include integrating with mobile
social media. According to Pew Research data, 40% of smartphone owners visit
social networking sites on their phone and 28% of them do so, on a daily basis
(Brenner, 2013). Webtrends has launched a successful Facebook insights
integration platform. The platform gives instant insights on the Facebook
interactions of their current and potential customers (Axon, 2010). Social
media has not been popular for increasing sales but it is great for increased
brand awareness. The social media aspect can be used to drive traffic to
Zinio’s site on mobile applications. They can access a wide audience range with
their message. They can also take the tailor rich content from their magazines
and market this towards their social media fans and followers.
Heat
maps
Webtrends offers multi-channel measurement through a
heat maps tool. This feature helps companies make quick marketing decisions
without having to wait for detailed results. It applies a visual overlay to web
and mobile pages so you can identify real-time customer activity. Hotspots are
what indicate where a customer activity is most frequent. In general, the tool
allows you to see what customers are converting in real-time.
One way to take advantage of is by running tests.
One example is to test website layout design. The company Dennis Publishing had
one design that placed Google ads at the bottom of the page. They noticed their
eye traffic was heavier on the left side bar. Even though Google suggested
against it, the company placed the ads under the left side bar. This increased
their click-through rate by 74.5% and an overall increase in revenue by 48%
(Deswal, 2013). They used the heat maps to make their decision which had
positive results than only rely on the advice from Google.
Another way
the heat maps help is to locate unwanted distractions that can be removed. The company
Pair, who has an app for couples, tested their home page with and without a
navigation bar in the right hand corner. They found hiding the navigation bar
increased their conversions by 12% (Deswal, 2013). Removing some of the clutter
and testing different layout designs are worth investing in the heat map
feature. They allow for better and more accurate results.
Content
Targeting
The content targeting feature is found through the Webtrends
conversion optimization tool. In general the tool allows Zinio to track its customer’s
behavior and turn that into personalized digital experiences. The content
targeting helps narrow this down by customer interest. It will take their
in-session and historical attributes and then target them with proven content
that interests them. This gives a more diversified range of visitors while also
meeting customer expectations. Along with customer expectations, it helps the
companies meet goals as well. It helps avoid missed opportunities by ensuring
the best content is displayed and validates the effectiveness of campaigns.
This type of targeting is a time and money saver.
Zinio has success with content targeting but on a
smaller scale. They could use this feature to enhance their current strategies
and expand on others. One strategy they should focus on is their cross-selling
opportunities. Based on different search results and website behavior, they can
figure out what personal interests customers have. They should then target them
where they search for business related material to benefit from a cross-selling
opportunity. This will hopefully increase their conversions and then possibly
their ROI and sales.
Conclusion
Zinio is a company who benefits from using web
analytics, especially in the mobile world. Other online retailers could learn
from their success. They take advantage of the multi-channel resources to track
data across their UNITY platform. By determining how to effectively produce and
market their content, they can predict customer behavior. The content targeting
feature will enhance this and add to it. It helps narrow down customer interest
while meeting customer and company expectations. Heat maps are a tool they can
use to test different layout designs and remove website clutter. Lastly,
integrating with social media can help generate website traffic and build brand
awareness among new audiences.
References
Axon,
S. (2010). Webtrends launches analytics for facebook marketers. Mashable Social
Media, Retrieved from http://mashable.com/2010/02/25/webtrends-facebook-analytics/
Brenner,
J. (2013). Pew internet: Social networking. Pew Internet, Retrieved from http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
Deswal,
S. (2013). 3 ways to increase conversions using heatmaps. Visual Website
Optimizer, Retrieved from http://visualwebsiteoptimizer.com/split-testing-blog/increase-conversions-using-heatmaps/
Marketwire.
(2011). Zinio chooses webtrends mobile analytics for its apps across devices.
Ulitzer, Retrieved from http://webanalytics.ulitzer.com/node/1713769
Martinez,
J. (2011). Web analytics boost e-commerce sites. Direct Marketing News,
Retrieved from http://www.dmnews.com/web-analytics-boost-e-commerce-sites/article/208145/
Webtrends.
(2013). Content targeting. Webtrends, Retrieved from http://webtrends.com/solutions/conversion-optimization/content-targeting
Webtrends.
(2013). Heat maps. Webtrends, Retrieved from http://webtrends.com/solutions/digital-measurement/multichannel-measurement/heatmaps
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