The digital media challenge turning content consumers into subscribers
1. The Digital Media
Challenge
Turning Content Consumers into
Subscribers
Eric Fullerton, Product Marketing Leader, Acquia
Myles Davidson, Managing Director, Inviqa
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
8. Clients
• Retail
• Fashion & Luxury
• Media &
Entertainment
• Not-for-Profit
• Financial Services
Trusted partner across a
wide range of sectors,
experts in:
13. 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
14. 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
15. 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
16. 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
17.
18. 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.”
20. 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
21. 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.
50. 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
51. 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
55. 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: