Trinity Mirror gets interactive

In the UK, almost every major magazine or newspaper “does mobile” in some way; there’s nothing new about publishers running text competitions or selling content, subscriptions or alert services. It’s become part of business as usual.

But to take full advantage of the growing mobile opportunity, newspapers and magazines must manage these activities in an integrated and strategic fashion.

“Fire and forget” is not the way to run mobile marketing. More intelligent techniques enable publishers to add value to the customer’s experience and also make the customer more valuable in terms of revenue and loyalty. Mobile represents a new data collection channel. 

Trinity Mirror, publisher of leading tabloid titles such as the Daily Mirror and hundreds of other regional and national titles in the United Kingdom, is pioneering new models on mobile and taking a more considered and customer-centric approach.

Using the Enpocket Platform, Trinity Mirror has created a new way to build a deeper understanding of its readers.  Based on past behavior and transactional data, Trinity Mirror can now send targeted mobile marketing to consumers that includes the following:

• Relevant headline alerts to drive newspaper sales
• Content recommendations based on purchase history
• Opt-in special offers from Trinity Mirror/third-party advertisers

Every single mobile interaction across more than 500 Trinity Mirror media brands is tracked by the the Enpocket Platform.  This is not only enabling better marketing, it also provides Trinity Mirror with a real-time reporting tool for measuring the success of promotions or different content types.

Mobile operators had previously taken the lead with intelligent uses of the mobile medium; now media companies too are building on their assets by collecting and analyzing data as a means of improving loyalty and – ultimately – revenues.

“Mobile is a rapidly growing area for us, and it’s therefore fundamental that we build a better understanding of our customer behaviour for ourselves and our partners.  The Enpocket Platform gives us the ability to collect and analyze mobile data and execute campaigns based on consumer profiles,” said Adam Goran, Head of Interactive Services at Trinity Mirror.