Lokmat has been using iZooto to build its own audience iZooto for more than a year now and has seen brilliant results in terms of the number of sessions and pageviews. The publishing house has been able to build a better relationship with their loyal readers and delight them with relevant notifications.
Lokmat is a household name for 25 million readers. It’s a leading multi-platform media company covers breaking news in Marathi, Hindi & English, sharing 24x7 live news update and analysis on politics, crime, sports, business, Bollywood, entertainment, technology & automobile. Lokmat, which translates to 'People's Opinion' was founded in 1971 and continues to be the largest read newspaper in Maharashtra with 21.8 M readers. Along with ‘Lokmat Samachar’ and ‘Lokmat Times’, the group has a readership of 25Mn. Lokmat is the 2nd largest regional language newspaper in India.
It is one thing to not have traffic and struggle to engage, but another to have loyal readers and yet find it a challenge to retain them. Lokmat being a popular news website has a huge loyal follower base. But they knew very well that the engagement that can be achieved from these readers can be magnanimous. Reaching out to loyal readers and keeping them engaged is never an easy problem. Building a loyal reader base was vital, something they had already achieved, but retaining them was something they needed to work on.
They wanted to reach out to readers with relevant information based on their interests to give them a customized experience. This would not only catch their attention amongst the tons of notifications one receives but also increase pageviews for them.
What they realized was that expecting readers to land on their website every time to read about breaking news was unfair. Readers needed to be updated about the happenings in real-time for them to consume content right away.
Web push notification was one such channel that would be sent across devices making it possible to reach out to the readers easily. With web push notifications the readers could be informed about breaking news right away and land on the website in a jiffy to consume the entire content. While they started with OneSignal, the decision to migrate to iZooto was straightforward.
Mohammed was impressed with the quick integration and the ease at which the iZooto can be used. Kunal Mago, Enterprise lead at iZooto walked Mohammed through all the capabilities of iZooto and how they can make the best use of the tool to hit their engagement goals.
They started their journey with iZooto in Aug 2020 and now have more than 1.6 million push notification subscribers. Subscribers who wanted to hear from them every time something important happened.
What was also important is to deliver the promise by sending the subscribers notifications that would provide them value. Lokmat created different segments based on location and interests to target the right audience with relevant notifications. This in turn gave them better clicks and revisits to the website.
With iZooto’s push notifications, the audience is informed about relevant updates in real-time, helping them reach out to their loyal readers and keeping them engaged without bombarding them with notifications. Lokmat also started monetizing its audience by sending relevant ads via web push notifications for incremental revenue.
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