Hightouch has partnered with Independent Media to improve audience data activation and personalize reader engagement. The collaboration will help the publisher deliver relevant subscription offers, develop premium advertising audiences, and expand affiliate and e-commerce opportunities.
Hightouch, which is an agentic marketing platform, made the announcement of the partnership with Independent Media that publishes The Independent. Through this collaboration, Independent Media will link their customer data to marketing tools using Hightouch.
Thus, the publishing house will be able to leverage its current data to offer more personalized memberships and subscriptions. It will also be able to improve its advertising strategy and grow commercially.
Turning Customer Data into Marketing Action
The partnership aims to help Independent Media translate customer insights into meaningful engagement. By connecting warehouse data directly to marketing tools, the publisher can coordinate customer journeys across multiple channels.
“Deepening customer relationships and delivering real value to our commercial partners requires moving seamlessly from insight to action,” said Krishan Gandhi, Director of Data Intelligence and Monetisation at Independent Media. “Partnering with Hightouch allows us to utilise our warehouse data directly into our engagement tools, powering real-time, omnichannel journey orchestration, while enabling us to build premium audience segments with far greater speed and agility.”
This approach will help Independent Media organize customer information and activate it across engagement platforms. Furthermore, real-time, omnichannel journey orchestration can support more timely communications throughout the reader lifecycle.
The partnership also focuses on building premium audience segments for advertising partners. As a result, Independent Media can better align audience insights with advertisers’ campaign objectives.
Supporting Reader Engagement and Commercial Growth
Hightouch highlighted Independent Media’s established readership and advertiser relationships as key strengths behind the collaboration.
“Independent Media has a large, loyal readership and strong relationships with advertisers,” said Matthew Lubeck, General Manager, EMEA at Hightouch. “We’re pleased to help its teams use their data to reach both audiences more effectively.”
Through linking consumer data with marketing tools, this collaboration is designed to help Independent Media connect better with its consumers as well as commercial partners. Personalized offers for memberships and subscription campaigns can assist in building connections with consumers.
The collaboration will help in growing the business of affiliate marketing and eCommerce through better utilization of customer insights by Independent Media. At the same time, advertising will become more profitable through audience segmentation. Overall, this collaboration is an example of how data-driven marketing is becoming increasingly important in the context of publishing.
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News Source: Businesswire.com
