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The digital media challenge turning content consumers into subscribers

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Learn about the challenges and opportunities for media organisations looking to grow their reader revenue.

Publié dans : Technologie
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The digital media challenge turning content consumers into subscribers

  1. 1. The Digital Media Challenge Turning Content Consumers into Subscribers Eric Fullerton, Product Marketing Leader, Acquia Myles Davidson, Managing Director, Inviqa
  2. 2. ©2019 Acquia Inc. — Confidential and Proprietary Introduction Eric Fullerton, Product Marketing Leader, Acquia Myles Davidson, Managing Director, media, entertainment, sports, Inviqa
  3. 3. 1. Trends and challenges 2. Strategies and success stories 3. Putting this into practice 4. Discussing the steps for creating a personalised customer experience Agenda
  4. 4. ©2018 Acquia Inc. — Confidential and Proprietary The Leading Provider of cloud-based, data-driven journey technology to build, manage and activate digital experiences at scale Acquia -- Who We Are 4 30+ Fortune 100 companies are customers 780+ Employees 2000 Global partners 3,000+ customers, including 1,600 enterprise 94% Customer satisfaction rating Largest Open source community
  5. 5. ©2018 Acquia Inc. — Confidential and Proprietary OUR VISION To deliver the universal platform for the world’s greatest digital 5 experiences
  6. 6. ©2018 Acquia Inc. — Confidential and Proprietary MEP experience Film Publishing & GamingMusic 6
  7. 7. We craft game-changing digital experiences
  8. 8. Clients • Retail • Fashion & Luxury • Media & Entertainment • Not-for-Profit • Financial Services Trusted partner across a wide range of sectors, experts in:
  9. 9. ©2019 Acquia Inc. — Confidential and Proprietary Challenges and Opportunities
  10. 10. ©2018 Acquia Inc. — Confidential and Proprietary In today’s customer first world, a generic one size fits all experience is no longer enough...
  11. 11. ©2018 Acquia Inc. — Confidential and Proprietary ‘Legacy media need to put as much emphasis on transforming their organisations as they do transforming their content” – Lucy Keung (Reuters Institute)
  12. 12. EXPERIENCE FIRST Delivering the right content through the right channel at the right time. AUDIENCE FIRST Tailoring each experience. REVENUE FIRST New revenue streams are needed. E.g. Attracting and retaining members. MOVING TARGET Consumer demands and infrastructure shifts - all the time The BIGGEST challenges in the market
  13. 13. A Subscription and Billing Platform to enable revenue Identity Provider to handle authentication and authorisation Personalised metering and paywall Reporting Dashboards to understand KPIs Digital Experience platform (ENTERPRISE CMS) A CRM to power customer services A DMP to enable campaign targeting INVESTMENT IN INFRASTRUCTURE & ARCHITECTURE
  14. 14. Moving from the anonymous to the known Personalisation & the use of data “For the first time thanks to the data we’re collecting, we’re able to connect the perfect piece of content, to people we know will love it. And offer it to them at a time and place that works for them” - BBC Director General, Tony Hall
  15. 15. A collection of advanced technologies that allows machines to sense, comprehend, act and learn. Over 70% of publishers are already using AI: Artificial intelligence Q9: Is your company actively looking into any of the following uses of AI (Artificial Intelligence) - select all that apply RISJ Digital Leaders Survey, n=184 MEDIA USE TODAY
  16. 16. Netflix “Our future largely lies in exclusive original content that drives both excitement around Netflix and enormous viewing satisfaction for our global membership and its wide variety of tastes.”
  17. 17. Subscriptions, Membership (time to think about acquisition and churn)
  18. 18. State of the UK subscription Utility provider Video On Demand Services Amazon Prime Media publications 42% 30% 23% 17% 33% of subscribers do so for “peace of mind” and 32% to manage their budget
  19. 19. Subscription and membership is the key priority for the news industry 42% 52% expect this to be the MAIN revenue focus in 2019 Compared with:27% for display advertising, 8% for native advertising, 7% for donations.
  20. 20. WHY WILL ANYONE SUBSCRIBE?
  21. 21. ©2019 Acquia Inc. — Confidential and Proprietary Creating Personalized Experiences
  22. 22. 31 ©2018 Acquia Inc. — Confidential and Proprietary Speak directly to small, but valuable audiences Target each audience with unique content. Drive cross-sell, upsell & retention Showcase offers in the right way, in the right place, at the right time. Guide visitors through the conversion funnel Apply your marketing funnel to your website. Enhance data-driven decision making Leverage the power of customer data. How Personalization Delivers Value
  23. 23. PREPPING FOR PERSONALISATION
  24. 24. We develop personas to help drive a personalisation test strategy
  25. 25. ©2018 Acquia Inc. — Confidential and Proprietary We map out key customer journeys
  26. 26. ©2018 Acquia Inc. — Confidential and Proprietary We consider what the user is thinking, feeling, and doing
  27. 27. Business-oriented Leisure-oriented We design content for different persona’s
  28. 28. We integrate usability testing in our design sprints, ensuring an amazing experience
  29. 29. 38 ©2018 Acquia Inc. — Confidential and Proprietary CRAWL Lower effort, fast results These are what you can start with immediately (from a content AND data standpoint). They are low effort, with varying impact and fast results. WALK Requires more content & data but higher impact These require additional content and more data for further defined segments. They are medium to high effort, with corresponding impact. RUN More time & complexity, highest impact potential These require additional content, more personalization rules, and more data for further defined segments. They are high effort, with high impact -- over an extended period of time. A 3 Step Strategy for Personalization Success
  30. 30. Geolocation Marketing Campaigns Visit Frequency Browsing Behavior Pages Viewed Known Information Device/System Completed Events CRM Integration Cross-Channel Behavior Combination of Above CRAWLWALKRUN Crawl, Walk, Run - Personalization in Practice
  31. 31. The Segmentation and Personalization Process No Personalization One to Many One to Some One to Few One to One
  32. 32. ©2019 Acquia Inc. — Confidential and Proprietary Customer Success Stories
  33. 33. A new breed of fan engagement platform for Arsenal Football Club WINNER 2018
  34. 34. Empowering mobile fan interaction with live content & real-time updates Fan Engagement +33% YoY Digital Membership +15% YoY
  35. 35. ©2018 Acquia Inc. — Confidential and Proprietary REACHING AUDIENCES THROUGH NEW CHANNELS 44 Situation: As readers shift from print to to digital channels, traditional revenue streams are drying up for newspaper and magazine publishers. Hubert Burda Media needed to develop a sustainable strategy as audiences move from print to digital devices at an ever accelerating rate. Challenge: Hubert Burda needed to find out: Who is “the reader”? What do they like? What do they read? What do they spend their money on? Until now, it has been difficult to capture that information to deliver a personalized experience. Solution: Acquia Lift, Acquia Cloud, “Thunder” the Drupal distribution for publishing Results: ● 150+ personalizations on site serving targeted content based on unified customer profile ● Ability to engage previously unknown visitors, converting them into loyal customers. ● Access to user data surrounding newsletter subscriptions, open rates and click-throughs, reading and purchase history, and more. ● The third revenue stream becomes a reality when Burda produces its own products in- house and uses its digital channels to sell its readers products that truly interest them.
  36. 36. ©2018 Acquia Inc. — Confidential and Proprietary UNCOMPROMISED QUALITY 45 The Situation: one of the largest theatre producers and owners in the world, Stage Entertainment wanted their digital experience to reflect the caliber of their live shows. Each European region had its own site, disparate vendors and platforms which added to a disjointed customer experience. The Challenge: Stage Entertainment wanted to build and implement a site builder for regional offices that provided centralized core functionality, allowed the larger brand to stay intact and offer design flexibility for local adaptation. The Solution: Acquia Cloud + Lift Personalization The Results: ● +200% conversion ● Time on site +27% ● 638% rise in orders ● 57% rise in visits ● Bounce rate and site load time decreased 50%
  37. 37. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary Content tagged by product (seven different types), persona (four types) and industry (six types) Running homepage banner personalizations by segment, and geolocation. Integrated Lift with Google Analytics for single view of site and personalization analytics The Result: Personalized content experience beyond single piece of content Four degrees of segmentation (location, persona, industry, product) 266% increase in click-throughs for blogs personalized to "Favorite Product - Acquia Cloud" persona 72% increase in click-throughs for blogs personalized to "Favorite Product - Acquia Lift" Personalization on every page by product
  38. 38. ©2019 Acquia Inc. — Confidential and Proprietary Acquia Solutions and Tools
  39. 39. OPERATORS MARKETERS BUILD OPERATE OPTIMIZE DEVELOPERS Acquia Experience Platform
  40. 40. Acquia Platform Experience Factory Marketing Hub Optimize Operate Build Onboarding, Troubleshooting & Support Services IntegrationAPI End User Outputs (Web, Mobile, etc) 3rdPartyServices User Profile Mgmt Analytics Personalization Mgmt Machine Learning Journey Building Content Authoring Cloud Management Platform Operations Security Services Content Services Team Governance Workflows (Dev & Mktg) Content Services Development Services Continuous Dev / Integration Deployment Services
  41. 41. Experience Factory Marketing Hub Acquia Edge Acquia Insight Acquia Search Dev Tools Acquia Dev Desktop / Acquia Cloud CD / Acquia Pipelines Onboarding, Troubleshooting & Support Services IntegrationAPI End User Outputs (Web, Mobile, etc) 3rdPartyServices Drupal (Acquia Lightning) Acquia Cloud Acquia Cloud Site Factory Acquia DAM Profile Manager Acquia Lift Acquia Journey Acquia Commerce Manager The Acquia Platform 50
  42. 42. Acquia Lift Personalize content and customer experiences to drive engagement, conversions, and loyalty Acquia Journey Connect disparate systems and orchestrate actions on any channel or touchpoint Acquia Profile Manager Collect data to build unified user profiles and segment visitors based on unique characteristics Acquia Personalization Portfolio
  43. 43. ©2018 Acquia Inc. — Confidential and Proprietary Forrester’s Wave for WCM 2013 2015 2017 52
  44. 44. ©2018 Acquia Inc. — Confidential and Proprietary 2013 2015 2016 2017 Gartner’s Magic Quadrant for WCM 53
  45. 45. ©2018 Acquia Inc. — Confidential and Proprietary 54
  46. 46. Fans & customers to experience a consistent message across channels Real-time execution of journey logic from anywhere True personalization in the moment, based on the customer, not the channel Knowledge and optimization of every fan’s journey and experience Acquia Enables:
  47. 47. Our Continued Promise:

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