For several weeks, we’ve been releasing excerpts from our article, “How Publishing and Subscription Software Has Changed.” Today, we’re sharing the third installment. Over the course of the next four weeks, we’ll continue to publish new sections from it, and in early January, we’ll provide details on how to access the entire document. In the meantime, learn more about diversification and user data below.
Companies are diversifying.
While the audience has gotten bigger, the range of products has also expanded. Products are often delivered electronically. Whether its access to online articles behind a paywall or an emailed newsletter, companies are diversifying their offerings by expanding digitally. This change impacts the pace at which orders need to be filled. With many sales made online, companies often need to fulfill an electronic product instantaneously.
Although companies are offering more products, they still want data at the customer level. In the beginning, many companies had to use multiple systems to track all their products, which was very cumbersome. Now, systems are designed to handle multiple products in one platform. Publishers can access event data, alongside subscriptions and book sales by customer. This gives companies a well-rounded look at their customers, allowing them to easily identify issues and new sales opportunities.
Publishers can also use this information to pinpoint new product opportunities. For many, reader data has given rise to more short-form articles. It also has influenced the creation of dinners, webinars and hosted events that are organized around topics popular within certain subscriber groups.
Individual user data is highly valued.
In addition to seeing all products in one system, users can now analyze how subscribers and potential customers are engaging and interacting with their brand. They can view social media interactions, email views and link clicks from a customer’s record. Having this information allows companies to see with what individual audience members are interacting. This data can be used by sales, customer service and marketing teams to boost revenue and enhance the customer experience.
Information has become so important that many are holding contests, events and competitions to gather audience data. These tactics allow publishers to collect demographics from subscribers and non-subscribers. In many cases, it also provides them with the chance to ask new questions of existing subscribers.
Often times, there is a difference in what subscribers say they are interested in and with which items they’re interacting. Using a combination of survey and engagement data helps publishers build a comprehensive picture of an individual user’s interests. With this data, publishers can dynamically feed stories and advertisements to subscribers based on past behaviors to create a completely unique and customized user experience.
Next week, be sure to swing by our site to learn more. But in the meantime, please consider this the beginning of a larger conversation. We’d like to hear what you’ve noticed and the changes you expect to see in the months and years to come. Post your insights using #subscriptionplatformchanges to share your perspective.