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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