Are Media is ramping up its content commerce efforts with a series of new initiatives announced at its Ignite event in Sydney. The company aims to enhance its shopping content ahead of major sales seasons, including Black Friday, Cyber Monday, and Christmas.
Introducing Live Promo Codes and Dynamic Pricing
At the heart of Are Media’s latest initiatives is the integration of live promo codes across its shopping content. This feature allows readers to access real-time discounts directly through the company’s platforms. Additionally, Are Media is implementing live and dynamic pricing on its websites. This ensures that every product mentioned in editorial content reflects the most current price or sale price, providing a seamless shopping experience for users.
Jane Huxley, CEO of Are Media, emphasized the importance of these changes: “Over the past few years, we’ve been focusing on our strategy of becoming an omnichannel media company with strong capabilities in content commerce. It has taken us almost three years to completely reset the technical foundations of our company, rebuilding from the ground up, and we are now done.”
Enhancing Audience Engagement Through Social Shopping
Are Media is also set to boost engagement with its audience by introducing social shopping executions during key shopping events. This move is designed to create a more interactive and personalized shopping experience. By expanding their email marketing capabilities, Are Media plans to communicate more effectively with subscribers on a one-to-one basis during peak sale periods.
“We have replaced our internal systems and invested in our capability to manage and harness first-party data to truly understand who our customer is, what she wants, and what that means for our partners,” Huxley added. “We’ve also made platform investments in our tools and partners to power affiliate marketing and content commerce.”
Building Trust Through Quality Content
Are Media’s push into content commerce is deeply rooted in the trust that consumers place in its magazine brands. Huxley highlighted the company’s commitment to original and credible content, created by real journalists, artists, and designers with high emotional intelligence. This dedication to quality content differentiates Are Media in an increasingly AI-driven content landscape.
“In a world that is fast moving towards AI-generated content and copy, towards quantity over quality, towards ‘convicted opinions’ and not facts, we believe that our content and deep connections with our audiences differentiate us more than ever,” she stated. “Our brands are trusted advisers in the myriad decisions Australian women make about what to wear, what to buy, what to cook, what to read, where to go, how to take best care of themselves and their families, and plenty more.”
Leveraging First-Party Data for Personalized Experiences
Are Media has invested heavily in rebuilding its technical infrastructure to better manage and utilize first-party data. This investment allows the company to gain a deeper understanding of its customers, enabling more personalized and relevant content. By harnessing this data, Are Media can tailor its offerings to meet the specific needs and preferences of its audience, thereby enhancing user engagement and driving sales.
“Our content legitimizes transactions,” Huxley explained. “Every day, across our range of brands, we create cultural capital that influences buying behavior. Many people come to our brands with the intent to buy. It’s our job to work with our partners to turn that intent into action.”
Strengthening Affiliate Partnerships
Lauren Leisk, head of affiliate partnerships at Are Media, underscored the importance of trust in the company’s content commerce strategy. She noted that the success of their shopping content, buyers’ guides, and product reviews hinges on the trust readers have in Are Media as subject-matter experts.
“In a world where trust is currency, the success of our shopping content, buyers’ guides and product reviews all boils down to how much our readers trust us as subject-matter experts, to recommend products they should buy to solve their problems,” Leisk said. “People are struggling at the moment. They don’t want to part with their money unless it’s worth it. That is where the true value of our content lies for our audience.”
Comprehensive Sales Strategy Across Channels
Andrew Cook, director of sales at Are Media, outlined how the company’s content commerce strategy integrates multiple channels to deliver conversion-ready consumers at scale. By expanding their digital presence, enhancing social engagement, and creating in-store experiences, Are Media is setting new standards for full-funnel content commerce.
“Our omnichannel approach doesn’t just deliver impressions; it delivers intent, engagement, and action,” Cook remarked. “We’re not just serving your ads; we’re creating entire ecosystems that close the loop between content and commerce, delivering real returns.”
Key Initiatives and Their Impact
Are Media’s new initiatives are designed to create a more interactive and efficient shopping experience for users. Here are the key components:
- Live Promo Codes: Accessible directly through shopping content for real-time discounts.
- Dynamic Pricing: Ensures product prices are always up-to-date with current sales.
- Social Shopping Executions: Enhances user engagement during major shopping events.
- Expanded Email Marketing: Facilitates personalized communication with subscribers.
- First-Party Data Utilization: Enables tailored content and personalized shopping experiences.
- Affiliate Marketing Enhancements: Strengthens partnerships to drive content commerce.
Projected Outcomes and Future Plans
With these initiatives, Are Media expects to see a significant boost in both user engagement and sales conversions. By providing a more personalized and trustworthy shopping experience, the company aims to solidify its position as a leader in content commerce. The integration of live promo codes and dynamic pricing is anticipated to drive immediate sales, while enhanced email marketing and social shopping executions will foster long-term customer loyalty.
Are Media’s commitment to quality content and data-driven strategies positions it well to navigate the competitive landscape of content commerce. As the company continues to innovate and expand its offerings, it is set to deliver even greater value to both its audience and partners.
The Road Ahead for Are Media
Looking forward, Are Media plans to continue refining its content commerce strategies to stay ahead of market trends and consumer expectations. The focus remains on creating high-quality, trustworthy content that resonates with audiences and drives meaningful engagement.
“We’re setting the bar for what full-funnel content commerce can achieve,” Cook concluded. “Imagine a path to purchase that includes high-quality editorial, direct shopping links, live promo codes, and real-time pricing. It’s about deeply understanding what our audiences want and meeting them there with relevance, influence, and trust.”
