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Fleet Street Publications bolsters digital marketing capability through Grapevine marketing cloud solution


Cape Town, 24 Jan 2017

Fleet Street Publications has seen a marked increase in the effectiveness of its digital marketing efforts following its adoption of the IBM Marketing Cloud offered exclusively by Grapevine.

Fleet Street Publications South Africa is an investment, lifestyle and business publisher, and is a wholly-owned subsidiary of Fleet Street Publications UK and Agora in the US. Over the past 14 years, Fleet Street Publications has served over 260 000 readers, publishing a wide variety of life-changing services for every aspect of life.

Fact sheet
Solution: IBM Marketing Cloud
Industry: Publishing
Provider: Grapevine Group
User: Fleet Street Publications

Annabel Koffman, publisher at Fleet Street Publications, says the company needed a new marketing platform that would help it increase its conversion rate through better audience engagement. "A significant part of our work involves digital marketing. Until now, we've relied on an e-mail marketing provider to help us reach current and prospective customers. With Grapevine's IBM Marketing Cloud service offering, we saw an immediate improvement in the open rate of our outgoing e-mailsi, doubling from 6% to 12%."

Key to Fleet Street Publications' requirements was the ability to convert a free subscriber to a paid one. "This is achieved by means of targeted mailers that deliver content matching that individual customer's behaviour in terms of what types of free content he or she clicked on. We also wanted the ability to cross-sell our inventory, for example by sending targeted information about our business products to a subscriber who has purchased wellness products from us. Having a marketing automation platform that enables us to place customers on these different customer journeys - and ensures they receive the correct information that is relevant to their individual requirements - is key to us."

Grapevine is the sole local partner for IBM's Marketing Cloud offering. According to Grapevine CEO Nick Orton, one of the platform's biggest benefits is its single view of the customer, and providing accurate data in real time that enables businesses to act on opportunities quickly. "The goal is to offer a personalised customer experience at scale and to deliver meaningful and highly-relevant messages along every step in the customer lifecycle. These include generating leads, creating demand through nurturing leads, turning prospects into customers, and customers into fans. Through an integrated approach, we enable companies to create a data-driven omnichannel customer experience on the device of choice in the context that matters."

For Koffman and the team at Fleet Street Publications, Grapevine's customer service has been a tremendous asset. "The team has assisted us with our complex requests, and have put in significant time and effort to understand our requirements and help us achieve the outcomes we require. We still have a lot to learn about the new platform, but we're confident that Grapevine is the ideal partner for our business."

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Grapevine

Grapevine helps companies to be present with customers at the critical moments of their customer journeys. By combining omnichannel communications with marketing automation technology, Grapevine provides businesses and brands access to its cloud-based delivery platforms to help them interact at speed and scale. The company is powered by a team of mobile-first communications and marketing technology professionals. For more information, please visit www.grapevinegroup.co.za

Editorial contacts

Andre Fourie
Grapevine Group
(079) 505 5422
andre@furystrategic.com
San-Marie Smith
Grapevine Group
(021) 702 3333
san-marie@vine.co.za