MarTech Interview with Jeff Kupietzky, CEO at Jeeng

Jeff Kupietzky, CEO at Jeeng chats about a few digital publishing trends to watch out for in 2022 in this quick catch-up:

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Welcome to this MarTech Series chat Jeff, we’d love to hear more about your journey in the B2B market and more about your role as CEO at Jeeng…

My journey in B2B marketing began at McKinsey & Co. where I worked as a consultant helping develop business strategies for software, insurance and banking clients. Prior to my current role at Jeeng, I was President and CEO at Oversee.net, where I managed worldwide operations while building the company’s owned and operated portfolio of domain names. Fast forward to today, I am CEO at Jeeng, the only multi-channel messaging platform built exclusively for publishers. As CEO, I’ve not only led Jeeng through a successful rebrand in 2021, but have also grown the company from being purely a monetization platform, to the leading multi messaging platform focused on user personalization. Most recently, the company set a record for email traffic in 2021, monetizing 25 billion emails a month across 12,000 newsletters, up from 20 billion emails and 10,000 newsletters a month in 2020.

How has Jeeng evolved over the years?

At Jeeng, we’ve always focused on innovation.  Over the years we have seen the industry evolve and therefore, we have evolved with it.  We sold small businesses that were in encrypted communications and dynamic content in email. We developed a unique solution for native advertising in email and scaled that nicely.  We bought a small push messaging company which allowed us to dramatically expand our messaging product to include a larger focus on email and more robust data science.

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What are some of the biggest challenges you see today’s digital publishers facing and what top best practices would you share with them?

One piece of advice we’ve been honing in on is that publishers need to lessen their dependence on Google and Facebook.  Rather than focusing on third-party data, publishers need to control their own audience. How can they do that? Replace the third-party cookie and invest in strategies that will help publishers better understand their audience.

Jeeng recently released research from a Digital Publishing Trends report, we’d love to hear more about the top findings/discoveries!

Our 2022 Digital Publishing Trends Report, reveals that while the average consumer continues to distrust social media when it comes to getting their news, there are aspects of social media (community building) that publishers can take advantage of to increase their audience engagement. Some other key findings included:

• 2X the number of U.S. consumers now say they look to email newsletters for their news compared to last year
• Paid email subscriptions doubled in 2021, with the number of users who pay for digital publication subscriptions increasing by 80%
• 50% of online consumers say they are willing to pay for subscriptions if they support the mission of the organization

 How in your view can publishers today enable differentiated experiences?

Publishers today can focus on understanding user behavior and matching content to their interests.  By doing so, they won’t need to send the same message to everyone, but rather create messaging based on their customers specific interests and actual observed browsing behavior.

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We’d love to hear more on some of the best B2B publishing trends that you’ve come across that have stood out in your mind and why?

A big trend we’re seeing right now is cross-channel optimization, which is when a website knows whether you are reading content on your mobile, desktop, or tablet and can tailor its information based on the channel being used. By doing this, your experience is truly customized, showing only what is interesting to you while respecting your right to privacy and use of your data.

Some last thoughts, takeaways, before we wrap up!

Publishers need to invest in better ways to further their messaging and that will replace cookies for identification. One way to do this is by partnering with other messaging platforms in the industry who are ahead of the curve.

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