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How to grow 50% in digital subscriptions

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Presentation to be held at SGKM 2019 (Schweizerischen Gesellschaft für Kommunikations- und Medienwissenschaft) on 4th and 5th April, 2019, at the Institute for Media and Communication Management at University of St. Gallen.
At the core Marc Isler (Chief Revenue Officer, Digital Paid Media at tamedia) and me talk about a series of project we performed with the overarching goal to drive digital subscriptions for publications by tamedia.

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How to grow 50% in digital subscriptions

  1. 1. How to grow 50% in digital subscriptions SGKM 2019 — St.Gallen, April 4th 2019 Marc Isler, tamedia Jürg Stuker, Namics E-Business. Namics.
  2. 2. SGKM 2019 — How to grow 50% in digital subscriptions Today we are not speaking about... Smart Speaker Blockchain Augmented Reality Virtual Reality 2 E-Business. Namics.
  3. 3. 3 Creation of real user value1. Business centered design2. Simplification of the sales-channel3. Learnings & Discussion4. ...but about real levers of subscription growth SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  4. 4. 4 But some common sense first • We are all consumers. Why do we have a tendency to ignore this in our daily business context? • Innovation is an exciting word... but most of the time it’s just about doing the homework • Avoiding risk is much too risky in a fast changing environment • Simply belief the numbers... SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  5. 5. 1. Creation of real user value 5 SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  6. 6. It’s content that turns users into customers SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics. 6
  7. 7. Over 3’000 new users per day convert because of our content Investigative Revelation Practical Service Info Personal Fate Regional Sports Anxiety Social SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics. 7
  8. 8. To nurture engagement we are (re-)using our “abo+” articles SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics. 8
  9. 9. CASUAL READERS new visitors 1x month, 2:08 Min, reading 2.3 articles. < 40 years old. Challenge - or huge potential? Only 3% of our visitors are subscribers, 60% are just visiting once per month 9 Source: Google Analytics, Newsnet & ZRZ titles LOYAL READERS returning visitors 4x per month, 3:41 Min, reading 3 articles. More App BRAND LOVERS frequent visitors Daily, 4:53 Min, reading 3 articles > 45 years old. SUBSCRIBERS digital subscribers Every 2nd day, 6:26 Min, reading 4 articles. More tablet %Visitors 60% 34% 3% 3% SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  10. 10. New subscription types lead to growth in new segments Day Pass for “casual readers” CHF 2.- to get access for 24 hours In-App subscription for “loyal readers” CHF 9.- / Month In-App Purchase Automatic renewal SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics. 10
  11. 11. +43% subscription growth; plus 100’000 daypasses sold 55.813 49.245 Dez.-17 Jan May 64.051 MarcFeb JulyApr Jun 62.245 Aug Sep Oct Nov Dec 50.930 60.749 52.594 70.513 55.843 57.366 58.150 59.759 65.280 +43% Mobile Abo DigitalDigital Light Weekend 12 App SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics. 11
  12. 12. 2. Business centered design 12 SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  13. 13. 13 Design is far too important to be left to designers ⎯ Raymond Loewy, Industrial Designer ” E-Business. Namics. 13
  14. 14. Step 1: Embrace the change SGKM 2019 — How to grow 50% in digital subscriptions 14 E-Business. Namics. CLIENTS PRODUCTS & SERVICES COMPANY Digitalization changes Clients expectations, requirements, needs and their behavior. In reaction Products & Services and business models and have to be adapted or newly invented. A the core of the Company processes, organizational structure and culture has to change.
  15. 15. Step 2: From insights (only) to action SGKM 2019 — How to grow 50% in digital subscriptions 15 E-Business. Namics. Understand internal processes and internal customer segmentation. Deep dive into customer perspective, understand customer journey and customer pain points. Scale up and validate hypotheses with a representative sample. ONBOARDING QUALITATIVE INTERVIEWS QUANTITATIVE INTERVIEWS DATA ANALYSIS PERSONAS & CUSTOMER JOURNEYS Reduce complexity by clustering customers into segments. Characterize customer segments. Inside-Out Outside-In ...
  16. 16. Step 3: Act on numbers SGKM 2019 — How to grow 50% in digital subscriptions 16 E-Business. Namics. Key performance indicators % mail form abandonment # interaction with (specific) mail action # contact score = search subscription + detail view > 1 # calls interaction simple contact form interaction attractive product listing extensive offering Goals Success factors Activitiescontact form create search subscription floor plan phone call watchlist personalized offers User engagement contact requests # successfully transmitted mail forms App installations
  17. 17. Step 4: Test, learn & adapt SGKM 2019 — How to grow 50% in digital subscriptions 17 E-Business. Namics. 3. CHECK 4. ACT 1. PLAN 2. DO https://en.wikipedia.org/wiki/PDCA, based on Walter A. Shewart (1939)
  18. 18. 3. Simplification of the sales-channel 18 SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  19. 19. Where is spending money a positive experience? SGKM 2019 — How to grow 50% in digital subscriptions 19 E-Business. Namics.
  20. 20. Checkout tagesanzeiger.ch 2018 (1/3) SGKM 2019 — How to grow 50% in digital subscriptions 20 E-Business. Namics.
  21. 21. Checkout tagesanzeiger.ch 2018 (2/3) SGKM 2019 — How to grow 50% in digital subscriptions 21 E-Business. Namics.
  22. 22. Checkout tagesanzeiger.ch 2018 (3/3) SGKM 2019 — How to grow 50% in digital subscriptions 22 E-Business. Namics.
  23. 23. Checkout tagesanzeiger.ch 2018 Registration Name + Address Payment Option Overview + Voucher -65.66% -28.65% -10.49% SGKM 2019 — How to grow 50% in digital subscriptions 23 E-Business. Namics.
  24. 24. Checkout tagesanzeiger 2019: Only eMail, no further details SGKM 2019 — How to grow 50% in digital subscriptions 24 E-Business. Namics.
  25. 25. 14% 28% Conversion rate doubled thanks to new checkout Old Checkout New Checkout But, it’s only step one in our journey... SGKM 2019 — How to grow 50% in digital subscriptions 25 E-Business. Namics.
  26. 26. 4. Learnings & Discussion 26 SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  27. 27. 27 Make use of content to sell subscriptions. Test, learn & adapt. Simplify your buying experience. There are no IT/legal/etc limitations. Clarify responsibilities. Who drives the full digital experience? Learnings SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics. Use your products and services yourself as an ordinary customer
  28. 28. Marc Isler, tamedia Chief Revenue Officer, Digital Paid Media marc.isler@tamedia.ch Jürg Stuker, Namics Senior Principal Consultant juerg.stuker@namics.com SGKM 2019 — St.Gallen, April 4th 2019 E-Business. Namics.
  29. 29. Montag Map E-Business. Namics.
  30. 30. Dienstag Sketch E-Business. Namics.
  31. 31. Mittwoch Decide E-Business. Namics.
  32. 32. Donnerstag Prototype E-Business. Namics.
  33. 33. Freitag Test E-Business. Namics.

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