Bath-based global media group Future is to harness the latest artificial intelligence (AI) and customised messaging technology to boost its engagement with the millions of readers of its titles.
The firm, whose 200-plus publications and websites span football with FourFourTwo, music with Classic Rock, Music Week and Metal Hammer, and technology and gaming with Techradar andPCGamer.com, has become a client of innovative US firm Selligent Marketing Cloud.
California-headquartered Selligent works with more than 700 business-to-consumer (B2C) brands across the retail, travel, automotive, publishing, and financial services sectors to engage with their consumers by delivering customised and personal messages across website, email and mobile.
It also uses bespoke AI algorithms to predict consumers’ behaviour, allowing it clients to modify content in real-time.
Selligent said this would enable Future to offer a better service to the customers of its print publications, apps, websites and events and strengthen engagement.
Future chief marketing officer David Walmsley said: “We are thrilled to be working with Selligent Marketing Cloud to enable more tailored and personalised experiences for our audiences.
“Putting Selligent’s AI capabilities at the heart of our marketing will enable us to reach higher levels of contextual relevance across all digital channels, whilst making our day-to-day marketing operations simpler and more efficient.”
Selligent CEO John Hernandez added: “Success in today’s media and publishing industry is not only driven by giving customers great content but also an exceptional customer experience. By connecting all customer data, publishers are better able to uncover insights that drive subscription rates, click-throughs, referrals and more.
“We look forward to helping Future to achieve all of this and deliver true personalization and relevance to its customers.”
Other media clients around the world using Selligent Marketing Cloud include Hearst, Media Huis and Roularta Media Group. Users in other range from InterContinental Hotel Group and Thomas Cook to Ocado and Asda.
