Leading Belgian media group Corelio publishes a vast range of newspapers and magazines, including titles such as "Het Nieuwsblad", "De Standaard", "L'Avenir", "Jobat", the Minoc Business Press magazines and "Passe-Partout". Corelio is also an online pioneer: the company has a portfolio of popular websites, linked to their offline counterparts.
This online offering is completed with an impressive number of thematic email newsletters and mobile channels. With such a broad activity, Corelio needed to integrate and streamline all its online processes and have an optimal interaction with its readers and customers.
In the past, the interactive channels and presences were fragmented. Online Campaign Manager Kurt Baveghems was appointed to make the necessary integrations happen whereby several challenges needed to be solved:
- Automate and streamline editorial activities
- Integrate, automate and manage online channels and communication
- Further develop online marketing
- Gather and combine data to optimize interactions and improve analysis
Kurt Baveghems turned to Selligent Interactive Marketing to assist him in achieving this. Today most of the online marketing activities and email programs are coordinated and attuned. Job well done!
Smart online campaigns with Selligent Interactive Marketing
Selligent's marketing platform fulfills several tasks in the strategy of the media group. Corelio's Online Campaign Manager explains: "Today, the software is used for all online activities around the three largest newspapers we publish. It streamlines the interactive channels and messaging, especially on the data level."
But there is more. Baveghems: "The platform also runs various interactive applications such as the 'job seeker' of recruitment site Jobat. It is further used for the setup of micro-sites. Corelio for instance organizes the 'Night of the exam' with a few partners and often launches online games and competitions. For all these actions, the software is fully in charge of the incoming data, the opt-ins and the campaigns."
Selligent Interactive Marketing powers up Corelio’s email programs
Kurt Baveghems: "We send enormous quantities of emails every single day: e-newsletters for readers and emails for commercial and marketing purposes, mainly online competitions."
In such an intensive communication environment, Selligent Interactive Marketing was the perfect choice. "Every email at Corelio is sent and managed via the software, also for example in the ambit of customer service", Baveghems says.
Behind all these online operations at Corelio sits a data warehouse with several databases. "Selligent Interactive Marketing synchronizes them whereby all new data are distributed to these databases", Corelio's Online Campaign Manager explains, adding "the platform plays an aggregating but also reporting role here."
By managing email programs and online campaigns while aggregating resulting data, Selligent Interactive Marketing enables Corelio to improve its campaigns by gaining insights and enriching profiles.
Multi-channel content engages readers and increases traffic
One of the other needs at Corelio was the automation of the editorial procedures and flows over various online channels.
Once again Selligent Interactive Marketing appeared to be the ideal choice.
Kurt Baveghems: "The site managers of the newspapers decide what content they post on their websites and send via email. To do this, the software is linked to the editorial system which functions as a 'trigger': the selected content is dispatched to the content management system of Corelio and to Selligent Interactive Marketing."
This way the content appears online where it should and is sent via thematic email newsletters to readers and subscribers. A crucial activity for a media group that obviously is in the business of content.
Baveghems confirms: "Content is the key to Corelio's business. By presenting the readers with interesting content via different channels like the websites, blogs and newsletters, we reach a large percentage of the internet users." Reaching and engaging a lot of online readers is linked to the online business model of Corelio that is mainly based on advertising.
"As an online publisher Corelio must ensure a lot of traffic and qualitative content with which the advertisers can associate", Baveghems says.
He concludes: "A wide range of topical e-newsletters is crucial in achieving these traffic goals. The added value of Corelio online is in reach and traffic - and Selligent Interactive Marketing plays a key role in this."