Strategies for optimizing publication management

Published on : 22 April 20204 min reading time

The communication policy is one of the dimensions of the marketing mix for each company. Advertisements play an important role in the promotion and flourishing of the business. They should, in principle, lead the company to a growth in turnover. However, advertising requires a certain amount of investment. Thus, if the latter do not succeed in attracting good business, the company’s accounting result may be penalized because of the communication expenses incurred. It is therefore essential to optimize the management of publications.

Identify your targets and carry out “aggressive marketing”.

The first thing to do is to identify your targets. It is, in fact, to determine the characteristic profiles of the targeted or potential consumers. Among these profiles, it is especially important to detect their consumption behaviour, age structure, standard of living, lifestyle, income, as well as their daily and specific needs. In order to collect these data, statistical surveys are necessary and useful. However, already existing data can be collected and made available for treatment (inferential estimates, probabilistic investigation, statistical descriptions, metrological studies, etc.). From this point of view, data analysis is the focal point of the campaign. It is on the basis of these data and studies that policy and publication management will be based.

If you are unable to optimise the management of your publications, or if you need assistance in this area, a multitude of management platforms are at your disposal. A management platform, such as the PIM, is an entity that can support you.

Analysis and strategic planning

It is difficult to interpret the cost of a publication campaign since you cannot define a priori the precise total price needed to manage all publication-related activities. What is obvious is that a company, whatever its size, will have to bear a certain number of costs in the implementation of its communication policy. But it is useful to understand what are the macro-activities to which different types of expenditure to be incurred correspond. This understanding allows you to optimize the management of publications, while aiming to increase the visibility rate of your product catalogues. It is therefore necessary to choose the most relevant and reliable management solution.

The first step necessary to carry out publications concerns organisational aspects: a publication strategy must be created, inserting this corporate communication into a broader action plan. Before understanding what to launch, you need to understand why you need to launch it. You must therefore have a strategy capable of identifying the objectives to be pursued, achieved and communicated. And this strategy varies according to the objectives: do you want to launch publications to build customer loyalty or do you want to attract more potential customers? Or are you about to launch new products or services? Be aware that each objective must have a specific strategy. All this must be clarified in the planning processes, having a human representation of course. Without this planning phase, your publication will have only vague objectives and results with less precision.

The operationalization phase and cost-benefit arbitration

At the operational level, you need to proceed with the creation of the supports to carry out the effective implementation of your publications. Within this framework, two aspects must be retained, namely the aspect of the contents (texts, links, references, etc.) and the container aspect (design, ergonomics, overall presentation, etc.).

The realization of the publications is accompanied by other activities constituted by the test. The latter makes it possible to check which elements (call to action buttons, texts, etc.) provide the best feedback on the target individuals. In principle, the best element will bring the best result. This set of test activities also includes additional costs in terms of human resources.

Using e-mail marketing

Apart from the possibilities of publishing on social networks, the use of e-mail marketing also seems to be very beneficial to optimize the management of publications.

Studies on the benefits of the e-mail publication campaign abound, but most of the conclusions converge on one fact: e-mail is nowadays the marketing channel that offers the highest ROI with a score of 38:1. This means that e-mail marketing generates 38 dollars for every dollar spent.

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