With the first release of the deep integration of ePublishing’s Audience Data system and Hallmark Data System’s Illume audience marketing system, publishers can now put behavioral data to work to forge data-driven decisions in advertising, marketing and editorial. With this major advance in audience data management, Hallmark’s Illume can group readers by criteria such as self-selected content preferences, past purchases, subscriptions and articles viewed, along with traditional demographic and industry profile data.
With Phase 1 completed, publishers can present targeted, contexually relevant ads unlike any other single system.
Unlike content marketing systems, the Illume-ePublishing integration uses Dragon forms, offering convenience by capturing demographic, industry and company data along with behavior - articles read, downloads, and other activity - without tagging pages or extending urls. What’s not to like? MORE actionable information about your readers and prospects, with LESS work than marketing automation options.
Everyone wins with this combination:
- Advertising: create value for your advertisers by targeting ads to content preferences selected by registered users
- Editorial: by adding content preferences to registration and subscription information, and then cross-referencing with web analytics, you can put your money where your readers are. Create new products or add emphasis to existing publications to enhance value for readers to increase sales, conversions and renewals.
- Marketing: target individuals or groups with the same preferences and behavior. Send a sales offer to people who download a specific whitepaper on your site, or present a cross-sell offer to readers accessing gated premium content.
- Accounting: You’ll see a positive return on investment: cost savings, added value for readers and advertisers, and new sales opportunities will make your CFO smile!
Phase 2: Automated data exchanges between Illume and ePublishing.
Phase 3: Individualization: publishers will be able to dynamically deliver semantically related content to readers in real time.