4 Ways Media Companies Use Automation to Drive Growth | Salesforce

What's up, everybody? I'm Brian Tong, and automation is a huge buzzword in the media industry these days. So today I'm going to break down how media companies are using automation to grow by bringing in new customers and keeping their existing customers happy. And when it comes to media and streaming services, we have unlimited options. And to stay competitive, media and entertainment companies really need to figure out what their customers are up to and what they want so they can build strategies and services around them. And. And how do they do that? With data. That's right. And what makes data collection easier? You guessed it. Automation. Now, a new report from Omdia and Salesforce breaks down how media companies are using automation to drive growth. According to the survey, just 21% of media companies are planning a significant investment into engagement automation. And I'm gonna outline why that's a missed opportunity and how media companies can take advantage of automation to drive growth and. And keep their customers coming back. Because automation makes workflows faster and easier, it reduces steps that we humans would do manually, freeing up your employees to focus on more valuable creative tasks and strategies. So for media companies, all this really leads to a better customer experience and keeping your viewers engaged. You know, it helps create those personalized experiences that your customers want. So let's take a look at how top media companies are using automation to attract and retain customers. First, there's personalization. As I mentioned, automation helps media companies collect customer data more efficiently to create a more personalized experience. And we obviously all have different tastes in what we're watching, from Real Housewives to True Crime. And whoever wrote that, guess what? I do not watch Real Housewives because selling Sunset is way, way better. But back on track. Each viewer is also unique when it comes to which device they want to use, when, where, and when they want to watch, and how they want to pay for it. So through automation, media companies are collecting that data and then using it to retain customers and increase their lifetime value. How? Well, that's by serving them both relevant ads and content that'll spark their interest and keep them watching. Okay, second on this list, automation is helping media companies reduce cost. Yeah, since it cuts down on the manual tasks, automation saves money. And. And who doesn't like mo money? Mo money. Mo money. You know, as a guy who's worked for media companies, I know they like their money. So automation frees up media employees to focus less on those manual tasks and more on valuable strategic work, like booking me for explainer videos. Okay, the third way companies are using automation. Automation is helping Media companies improve customer service. Without automation, data can be siloed and just all over the place, making it difficult to understand or predict what a customer needs. Automation cuts through all of that, which ultimately means a better customer experience. Plus, more companies are using automation to encourage customer self service. That makes support interactions better and more consistent. And 35% of the media companies polled in the Omdia and Salesforce's survey are testing strategies for using automation to encourage customer self service. 27% of them have fully implemented one. And finally, media companies are using automation to build better brand reputations. Like I said, without automation, customer data gathering can be a challenge, making it tough to understand what customers need and resulting in a bad customer service experience. When that happens, customers tell their friends about it. But if companies use automation, customer support teams will have instant access to customer data, which then makes it easier to understand customer issues and prevent those negative experiences from happening in the first place. So support teams have that automated customer data. They can analyze customer needs and resolve issues quicker. And that helps you keep your customers and your good reputation. So obviously automation helps with personalization, reducing costs, making your customer service better, and making your customers love you more. You know, I think I need some automation in my life, and I don't think I'm the only one. So with so much pressure on the media industry to deliver growth, it is really so important for media companies to focus on both customer retention and growing engagement. Retaining existing customers is way cheaper than going out and finding new ones. And it's key to both keeping media subscription revenue stable and bringing in new ad revenue. Helping content providers understand and support their existing customer base gives them a faster route to new growth opportunities. And how do they do that? You guessed it. With automation. Now for more insights on automation in the media industry, click the link below in the description to check out Salesforce and Omnia's new research report. And if this was helpful, you know what to do. Like this video and don't forget to subscribe to our channel. We'll see you next time.