Publishers Weekly – August 05, 2019

(Barré) #1

Digital Solutions in India 2019


22 PUBLISHERS WEEKLY ■ AUGUST 5, 2019


form. With our efficient workflow and delivery mechanism, we
can drive the speed to achieve faster reach of the content through
improved metadata management.”
Thomson Digital, and in particular DigiScape (its innovative
technology wing), offers automation in metadata management
and helps clients to build content-monetization strategies. “We
provide innovation support and technology expertise to build
solutions that can handle the business case of discoverability and
content monetization,” adds Singh, whose team is now devel-
oping intelligent usage-analytics tools that will offer data drill-
down capabilities to help publishers in further increasing their
content reach to users, and thus better monetization.
Publishers, Singh says, are experimenting with different
models of content monetization. “New technology and innova-
tion in digital media have opened newer avenues for building
various monetization models. We understand that content must
be adaptive for future use, and the same must go for monetiza-
tion strategy, which must also be flexible and nimble.”
“Our clients are making their content discoverable by
indexing it using keywords from a structured thesaurus and
providing an abstract so that the customer can make a ‘buy’
decision, and thus monetizing the content,” explains Vidur
Bhogilal, vice chairman of Lumina Datamatics. “Publishers
need to use machine learning for automated indexing and
search-engine optimization. They can also ensure that the meta-
data for their content is crisp and accurate, which is certainly a
plus.”
For one of Lumina Datamatics’ university clients, the team
captures metadata in a semiautomated fashion and ensures
100% accuracy using custom-built validators. “We are also
indexing the content with headings and subject descriptors, so
that it is discoverable and relevant to the user,” Bhogilal adds.
For another client, a content aggregator, the team indexes
approximately 400,000 articles annually so that users can find
the appropriate content from a vast collection of titles com-
prising various genres and languages.
“Existing projects can be tweaked to include semiautomated
indexing engines based on business rules,” Bhogilal says. “This
coupled with machine learning will enable us and publishers to
process high volumes of content to make it discoverable.
Publishers can also ensure that the content is high-quality and
engaging, which in itself will ensure that it is monetized by
multiple shares on social media.”

Deploying Artificial Intelligence
Discoverability is one of the best AI applications for publishers,
says Uday Majithia, assistant v-p of technology, services, and
presales at Impelsys. “AI tools can help discover characteristics
of top-ranking content and offer real-time recommendations
on how to improve content performance. Based on user
behavior, AI can make content recommendations, and based on
the interaction, it can recommend and implement campaign
strategies. Besides, AI can also be used for other marketing-

related activities, such as customer segmentation based on
behavior and intent, lead prioritization, sales strategy, and
retargeting.”
Semantic tagging for research content, for instance, is a
powerful method for accurate content discovery, and Impelsys’s
iPC platforms currently support semantic tagging, which is
an AI-based operation. “For discoverability, we have widgets,
a type of promotional tool that consists of smart cover art for
titles that can be embedded as banner advertisements in
social networking sites, blogs, and book-review pages.
Widgets add to the visibility of the titles across the web,”
Majithia explains.
“ViewInside is another marketing tool that we use to help
publishers showcase their titles and let the readers have a
glimpse of what’s in the book, eventually helping them to buy.
Readers can view the table of contents and share sample content
on social media and through email,” Majithia adds.

Enhancing Content for Marketing
Content plays a crucial role in marketing and reaching out to
consumers across digital touchpoints, says Subrat Mohanty,
CEO of HurixDigital. “We have identified this potential for
content marketing and built our DigiCM360 services to help
brands and companies engage with their customers on digital
platforms. Our team helps enterprises drive positive business
outcomes with DigiCM360 content-marketing solutions.”
HurixDigital combines social listening, analytics, and
insights with compelling digital content to deliver maximum
customer engagement. “Some of the biggest names in the
banking, financial-services, and insurance industry have lever-
aged DigiCM360 solutions to augment their online presence.
It is a matter of time before traditional publishers realize the
benefits of digital marketing to improve reader engagement and
enhance discoverability, which will then lead to improved mon-
etization. And when that happens, HurixDigital will be well
placed to offer publishers its content-marketing services.”
Emerging technologies can provide substantial benefits to
publishers in terms of enhanced end-user experience, competi-
tive advantage, and monetization, says Rahul Arora, CEO of
MPS. “One of our short-term priorities is to collaborate with
our customers as their trusted technology partner to help them
identify and implement the latest technology innovations that
make the most sense.”
The future of publishing, Arora adds, “will be more about
engaging, nurturing, and monetizing the end consumer. So
personalization of content is crucial, and our product-enhance-
ment initiative is focused on driving the content strategy by
using technology that can leverage audience data and recom-
mend relevant content for consumption. Another of our initia-
tives is improving the mobile experience and helping publishers
to transition into a mobile-first culture for successfully inter-
acting with, and engaging consumers in, what has become the
primary browsing environment.” ■
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