Case study la Tribuna
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- Bu səhifədəki naviqasiya:
- Leading Publisher Looks to Engage CASE STUDY
- Standing Out Against the Competition CASE STUDY 02
- increased the average time spent on the site by 29 percent
- Taking Interaction to the Next Level CASE STUDY 03
- Try a free online demo today or email contact@hull.io. www.hull.io twitter.com/hull linkedin.com/company/hull-io
| La Tribuna, the top publisher and printed newspaper in Honduras, wanted to revamp its decades-old website to increase the time users spent on the site. Despite increased use of digital media, La Tribuna had incorporated few engagement tools on its news website, which the publisher self-proclaimed to be “stuck in the 1990s.” The publisher, like many others in the news industry, had been slow to implement more interaction on its site and struggles to gather information about its readers. The tools on the outdated site appeared out of place and did not meet the unique, recognizable La Tribuna brand standards. Further, with no way to collect any qualitative data about its audience, the outlet was left in the dark in determining its readers’ interests.
La Tribuna’s owner, Carlos Flores knew his team needed to learn more about readers’ personas: who they are and what they like to read, in order to tailor the site to their interests. Taking the outlet into the digital age would be a challenge without the right data-gathering tools in place, as publishers depend heavily on their various audiences’ interests. In an effort to customize services offered and reach readers on a personal level, the news outlet wanted to find an easy way to add polls and comment boxes to gather readers’ feedback. La Tribuna also needed to offer readers options to share articles via email and social media channels and expand the outlet’s reach. Further, with very little experience working with digital marketing platforms, the La Tribuna team needed a user-friendly solution that integrated with the new site flawlessly, allowing both marketers and developers to customize functions for the site and implement them on the fly.
When La Tribuna made the decision to invest in technology and a complementary new website, project leader Maria Elena Brevé was assigned the task of making the website more attractive and functional for users. With budget constraints in mind, Brevé began researching the market and reaching out to a number of digital marketing solutions to fulfill La Tribuna’s high expectations. The decision came down to two final digital marketing solutions, and Brevé had to decipher between a standardized solution with “copy-and-paste” tools or a more customizable platform that provided many tools for engagement - Hull.
Brevé’s top priority was the ability to customize polls, quizzes and comment boxes to match the beautiful new website and capture the input needed. As a highly respected national publisher, La Tribuna also needed to create special rules on the back end to closely monitor comments, ensuring profanity and other negative language would never display. Further, since La Tribuna has a small internal team, Brevé also wanted to find a solution that would allow the team of marketers and developers to quickly and easily gather data or add a function to the website.
When evaluating the options, Hull was the only solution to offer a truly custom interface, allowing La Tribuna to maintain its widely recognized branding for any functionality that was created for the site. Other solutions could not meet La Tribuna’s needs for customization, offering only a few pre-created templates for polls, quizzes and comment boxes. With dedicated customer support through Hull’s “Quick Start Package,” La Tribuna shifted initial integration, migration and customization to Hull’s on-boarding team. For organizations without their own team of web developers, like La Tribuna, Hull provides a number of out-of- the-box tools that power modern, engaging campaigns and increase quality social media engagement. With Hull, La Tribuna is also able to automate internal processes, such as monitoring comments. On the back end, Brevé and her team can set up rules that eliminate certain language and specific terms when users post comments, eliminating the need to manually monitor users’ comments. In addition, the competing solution Brevé considered does not allow its clients to maintain its customer database once a contract ends. Brevé was concerned about the risks of data sharing on the competing platform, and felt there was no sense of ownership of customer data – which is highly sensitive and critically important in the publishing industry. Unlike the competition, Hull is one of the few solutions on the market that allows brands to keep their own critical customer data. Standing Out Against the Competition CASE STUDY 02 When looking at the digital marketing platforms on the market, I needed to find a solution that would allow us to gather data and quickly make additions to our site that would engage readers, while maintaining our established brand identity. We are so excited about implementing Hull in learning more about our readers and delivering better content to them, based on their individual interests.
— María Brevé, Head of Projects “ “ In partnering with Hull, La Tribuna can now create more engaging experiences on its website, discover more about its visitors and build intimate relationships with its readers through personalized content delivery. La Tribuna also has the option to create unique promotions and giveaways that drive site traffic and incorporate the outlet’s social channels. After leveraging Hull’s toolbox of engagement tools, La Tribuna
and increased the average number of pages read on the site by 20 percent - in just two months! With Hull, La Tribuna is able to identify what readers are interested in, what news content they share and use this information in crafting emails and personalized promotions, seamlessly. Further, the outlet can provide its followers a recap of stories that would interest them most when they log into their social profiles, much like Twitter’s “while you were away” recap.
tools that the competition maintains, Hull is able to meet all of La Tribuna’s digital marketing needs at an affordable price. In fact, La Tribuna anticipates a
since it has eliminated the need for third-party poll and email marketing tools. Thanks to Hull’s ease-of-use, the team can easily create and manage online polls and promotions internally – all from one single digital marketing platform. Since implementing Hull, Breve expects La Tribuna to see significant improvements across all of its digital marketing initiatives. Taking Interaction to the Next Level CASE STUDY 03 For organizations without their own team of web developers, like La Tribuna, Hull provides a number of out-of-the-box tools that power modern, engaging campaigns and increase quality social media engagement.
Hull is a digital marketing solution for brands that want to leverage customer knowledge to drive meaningful relationships. The platform is the first to integrate a brand’s suite of online marketing channels –email marketing, website, mobile site and apps –to analyze exactly what motivates consumers and use that knowledge to connect with customers by creating personalized experiences that compel desirable actions. Brands such as Universal Pictures, Airbnb and Wilson connect with their customers and prospects through memorable marketing initiatives powered by Hull. Try a free online demo today or email contact@hull.io. www.hull.io twitter.com/hull linkedin.com/company/hull-io plus.google.com/+hullio Yüklə 30,23 Kb. Dostları ilə paylaş:
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