Bauer is also contending with changing customer tastes, fragmented audiences and evolving media preferences. For the company, the biggest change is the proliferation of consumer choice. Consumers are more sporadic in their decisions and easily distracted by the plethora of media surrounding them every day.
Bauer Media, to keep a pulse on customers, launched The Insider’s Community, an insight community of over 10,000 Australian women. The community allows Bauer to collect insight quickly and easily, and makes customers a focus of integral parts of the business. Feedback from the community helps Bauer Media predict customer preferences through cover testing, provides key customer insight and return on investment to advertisers, and tests user experiences on digital properties before go-to-market. Bauer can now adapt and distribute same-day customer insight to the editorial, marketing and product teams, and to advertising clients.