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At a time when media brands face challenges in terms of audience fragmentation, RTÉ has been using innovative and targeted data driven marketing to allow its audiences and subscribers to discover relevant content.
Over the last three years, RTÉ has developed successful direct to consumer subscription businesses to global audiences using data as a the key driver to business success.
Lucy Campbell will outline RTÉs current focus on data driven marketing strategy development to reach business goals and Karl O'Shaughnessy will demonstrate the effectiveness of this strategy through a case study campaign on GAAGO. Karl will show how smart use of data was the cornerstone of the GAAGO Christmas campaign, which drove unprecedented levels of sales and engagement for the business. Layering the existing database with intelligent application of data-led ad placements to build new prospects meant that the end results were way beyond their initial expectations.
Lucy Campbell is Director of Marketing for the digital division of Ireland's public service media organisation, RTÉ. As Marketing Director, Lucy is responsible for consumer marketing and brand management of RTÉ's industry-leading digital brands with presence on online, mobile, DTT and VOD platforms. In this role, Lucy drives multi platform marketing strategy across RTÉ's digital services and manages the brand and consumer marketing strategy for RTÉs direct to consumer digital services. Lucy is also responsible for digital insights and data intelligence to inform product and service strategy to deliver RTÉ content to viewers on platforms and devices of their choice.
Currently, Lucy is identifying and building the necessary skills, competencies and governing principles for data management to optimise RTÉs engagement and overall audience experience across digital and social platforms. The vision is to drive engagement by automating consumer interactions and personalising the delivery of content based on audience behaviours and interests.
Karl O'Shaughnessy is the Marketing Manager for GAAGO, the online streaming service for GAA fans around the world. He is an experienced sports marketing professional having worked with multiple sports bodies in Ireland over the last 9 years including the Football Association of Ireland, Irish Hockey and since 2014 with GAAGO, a joint venture between the RTÉ and the GAA.
Karl has worked extensively on digital content marketing across those sports as well as social media strategy and delivery around large scale sporting events including All-Ireland Finals, Euro 2012, UEFA Europa League 2011, FIH Hockey World League and U18 Euro Hockey European Championships. He has also worked alongside key commercial sports partners such as Electric Ireland, Allianz and Etihad in delivering tailored branded content to fans. Karl has been instrumental in the marketing success and growth of GAAGO, managing an integrated global marketing campaign for the product that is now accessed in over 180 countries worldwide and with over 50,000 users.
Date: Wednesday 27 April (from 7.45am to 9.00am)
Venue: Fire Restaurant, next to the Mansion House, Dawson Street, Dublin 2
Cost: €20 for members and €30 for non-members.
The Marketing Breakfast is sponsored by Vizeum
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*Payment for all events organised with The Marketing Institute must be made PRIOR to the event.
Vizeum's promise is to drive business value through media for our clients. Established in 2004, Vizeum is structured to take full advantage of the opportunities brought about by the digitization of media. The company manages its client business via a partner structure. This ensures that every client has senior advisors managing their business. These senior points of contact develop integrated strategies across the entire bought, owned and earned media ecosystem. We then have the specialist skills in house to deliver that strategy in the most efficient and cost effective manner.
The Marketing Breakfast is Sponsored By Vizeum
Queries please email EVENTS@MII.IE or phone CECILIA ON +353 1 2160156