Why customer loyalty should be the focus
Audience Development Deep Dive Vol. 7: Aled John, FT Strategies
Christian Kallenberg, owner of We Like Mags, and Benjamin Kolb, managing director of SPRYLAB, in conversation with Aled John, deputy managing director of FT Strategies.
We Like Mags and SPRYLAB in conversation with Aled John, Deputy Managing Director of FT Strategies.
Starting as a journalist first in broadcasting, later in digital, Aled John now advises companies with FT Strategies on how to set up sustainable business models and generate sustainable revenue.
FT Strategies not only works with publishers, but also advises streaming providers, arts organizations, financial service providers and many others. Because all companies have one thing in common: they are all driven by the question of how to drive engagement, loyalty and retention.
In collaboration with the Google News Initiative (GNI), among others, the Subs academy has been created. The goal of the program is to develop a sustainable and thriving digital subscription business for participating news organizations.The North Star strategy is used, which focuses on a long-term goal, defines key outcomes, and measures all hypotheses and tests against the big, overarching goal.
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Episode content
00:27 What does FT Strategies do?
04:30 How did Aled John join FT Strategies?
07:53 FT Strategies collaboration with Google News Initiative
11:08 Using the North Star strategy and what the specific collaboration with FT Strategies looks like
14:34 Why customer acquisition alone is not enough
20:16 How personalization can help drive engagement
23:51 What's the difference in consulting for news and magazine publishers?