Tighter privacy restrictions are leading brand marketers to consider data collection opportunities they may have overlooked in the past, including some zero-party data collection methods that involve partnerships with subscription box companies and legacy media publishers. Unlike first-party data, which involves a company collecting insights about a customer or user, zero-party data is information that the customer or user proactively hands over to the brand.
The question is: Will a subscription-based pricing strategy be beneficial for your business, or do you risk scaring off clients this way?
We’ll explore the benefits of subscription-based pricing for companies and their customers and when you should consider this structure.
Ninety-three percent of companies that rely on subscribers say retaining existing customers is as or more important than acquiring them, and 96% say they are losing subscribers for reasons they should be able to ameliorate. That makes pooling industry resources and determining means of improvement urgent, and that is the precise subject of a new report by Brightback, a customer retention software firm.
In this Q&A, Facebook’s Josh Mabry, who leads the Facebook Local News Partnerships team, talks about the mentoring, coaching, and other work in these off-platform initiatives and why Facebook is backing them up with millions of dollars in funding.
“News organizations need to be laser-focused on creating distinctive, unique, valuable content for their readers. And that means they may have to stop doing some things they are doing today,” said reader revenue expert Matt Skibinski.
In this Q&A, Liena Zagare tells how Bklyner came back from the abyss this year and why, after flipping her business model to rely on her readers for revenue, she’s confident the digital pure-play she founded and edits will stay strong and help maintain Brooklyn as a news oasis.
Ratko Vidakovic, founder and principal of the Toronto-based ad-consulting firm AdProfs, spoke with Street Fight recently about the often-rambunctious world of digital advertising and how news publishing fits into it — not always so well.