#paywalls12Wifi : AV Team or AV Team 2
Marketing Paywalls Phil Clark, UBM, 23d February
• Executing the switch from free to restricted:  messaging, campaigns• Beyond traditional marketing: new skills and  techn...
The process                                  • FT-style             • Rehaul Data     • Reg barrier                       ...
How to market a negative?•   Be upfront•   Be crystal clear on how it works•   Concentrate on existing customers•   Be res...
BD online is changing24 September 2010“…. We’re not under any illusions of the size of this challenge, but it’s because   ...
What sells….
Playing the long game…..     douglas_harding 9:32am via web• Finally subscribed to @BDonline and BD  magazine. The paywall...
BEYOND TRADITIONAL MARKETING
Free to paid – conversions(existing and new subs)                    2011 Q2   Q3     Q4Overall             3.16%     3.89...
Conversions:• Getting the databases talking• Regular contact with registrants – monthly  campaigns• Targeting high convert...
Print and onlineVariations    CTR    Improved %   Conversions/                                  visitorsOriginal      1.03...
Variations    CTR    Improved %   Convs/vstrsOriginal      1.01                5/327Variation 1   1.03   +109         11/3...
Design andusability:De-clutteringdesignSimplicity andcalls to action
HOW DOES A PAYWALL AFFECT OURBRANDS?
Brand impact• Niche products don’t lose much• Strengthens brand values – what matters to  the audience. Sign of confidence...
Weekly Audience Measure• Reflects our shift from print only brands to ones  multi channels• Measuring both quantity AND qu...
Thanks@zerochamp
Phil clark
Phil clark
Phil clark
Phil clark
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Phil clark

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Phil clark

  1. 1. #paywalls12Wifi : AV Team or AV Team 2
  2. 2. Marketing Paywalls Phil Clark, UBM, 23d February
  3. 3. • Executing the switch from free to restricted: messaging, campaigns• Beyond traditional marketing: new skills and techniques for conversion• How does a paywall impact your brand?
  4. 4. The process • FT-style • Rehaul Data • Reg barrier paywall Paid Product sitescapture • Fresh data • Convert • On/offline prods
  5. 5. How to market a negative?• Be upfront• Be crystal clear on how it works• Concentrate on existing customers• Be responsive• Use your brand ambassadors - editors
  6. 6. BD online is changing24 September 2010“…. We’re not under any illusions of the size of this challenge, but it’s because we value our readers that from today we also have to put a value on what we do too.”38 comments, including:“heres one more loyal reader doesnt think the explanation stacks up, really...”“BD for me has always been a must read, and unless it changes radically will continue to be so. good luck!”
  7. 7. What sells….
  8. 8. Playing the long game….. douglas_harding 9:32am via web• Finally subscribed to @BDonline and BD magazine. The paywall has thwarted me.
  9. 9. BEYOND TRADITIONAL MARKETING
  10. 10. Free to paid – conversions(existing and new subs) 2011 Q2 Q3 Q4Overall 3.16% 3.89 4.21Top 5 demos – inc 6.4 7.21 7.75surveyors andinvestorsMid-level 3.41 4.33 4.65Lower-demos 1.28 1.85 2.07
  11. 11. Conversions:• Getting the databases talking• Regular contact with registrants – monthly campaigns• Targeting high converters – investors for Property Week, surveyors for Building• Maximising the online channel – A/B MVT testing
  12. 12. Print and onlineVariations CTR Improved % Conversions/ visitorsOriginal 1.03 51/1335Variation 1 1.1 +172 142/1366Online onlyVariations CTR Improved % Convs/vstrsOriginal 1.03 46/1335Variation 1 1.08 +133 110/1366
  13. 13. Variations CTR Improved % Convs/vstrsOriginal 1.01 5/327Variation 1 1.03 +109 11/343Variation 2 1.01 -13 5/379
  14. 14. Design andusability:De-clutteringdesignSimplicity andcalls to action
  15. 15. HOW DOES A PAYWALL AFFECT OURBRANDS?
  16. 16. Brand impact• Niche products don’t lose much• Strengthens brand values – what matters to the audience. Sign of confidence• Focus on WHO you are reaching as much as how many• We need new metrics….
  17. 17. Weekly Audience Measure• Reflects our shift from print only brands to ones multi channels• Measuring both quantity AND quality of audience• To accurately measure:o Engaged users – those that regularly read the magazine or visit our websiteso Super-users – those on both print + onlineo Demographics and seniority – full breakdowns of who our readership is
  18. 18. Thanks@zerochamp

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