Post on 16-Apr-2017
The battle for consumer attention
An insight into the various ways The Economist wishes to attract new consumers, nurture and retain them
Subrata MukherjeeVP Product Management, The Economist
Acquireand attract diverse global customers
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Dynamic pay wall for regions & specific segments
Free trial to attract readers on the fence
Reward social sharing & commenting with more free content
Unique bundles by mixing content (articles, country reports, info graphics) from different publications / platformsRegional payments to attract emerging markets subscribers
Foreign language offer & landing pages to attract more eyeballs globally
Encourage Print and not disown it as part of a content anywhere strategy
Unique triggers such as browsers encountering Ad blockers for entry level subscriptions
Nurturecurrent customers and extract more value
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Freemium offerings for free trial readers, such as Elections productPersonalized Content alert to subscribers where engagement has dropped with possible churn threatCross sell complementary content, products and conferences
Mid term upgrades to encourage activity in other platforms
Membership clubs to encourage loyalty to become brand ambassadorsMy Economist content hub to allow for personalized content without violating editorial philosophy
Smooth customer service encouraging chat, email, phone as part of multi channel contact strategy
Encourage gift giving during holidays and to students at members only offers
Retaincurrent customers and increase loyalty
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Win-back offerings for recently expired subscriptions
Membership drives to subscribers for exclusive benefits as part of upsell during renewalsCo-branded offers with airline companies to use air-miles points
Special loyalty drives to provide special offers for long term extensions & renewals
Targeted renewal offers to encourage early renewal efforts
Encourage one-click renewal without multiple & cumbersome steps
Extra tiered discounts for uninterrupted subscriptions for 5+, 7+ or 10+ year periods
Encourage extensions during general customer service actions such as address change, vacation hold etc
Best of breedplatforms for business growth
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Master Data sourceSegmentation toolCustomer Service toolCall center scriptsKnowledge center
In-bound Call center Outbound telemarketingAgent & offline order processingLabel run managementDistribution managementLetter shop mail processing
Sales Management toolJourney Builder toolTemplate building toolBuyer flowsMy Account portalRegistration / activation pagesPaywall & Regwall toolPersonalized paywallsA/B & Multivariate testingOrder metrics & tracking
Email delivery toolTransactional emailsRenewal emailsNewsletter personalization toolPush notification toolData cleansing & de-dupingAddress & email verification
Circulation ReportingBusiness intelligenceABC reportingMetricsRevenue & Sales Forecasting
Subscription managementCredit / debit card processingAlternate / regional paymentsEarned & Deferred revenueTaxation and VATCash managementMonth / Qtr / Yr end closing
Cloud infrastructureIntegration hub Canonical modelLogin & Single signonEntitlements management
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