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Home » Articles » How to Successfully Launch Digital Campaigns for Disparate
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Piano Team


HOW TO SUCCESSFULLY LAUNCH DIGITAL CAMPAIGNS FOR DISPARATE AUDIENCES

As of January 2021, 4.66 billion people worldwide were actively using the
internet. And with global content consumption doubling in 2020, it’s a ripe
opportunity for digital publishers to reach more audiences than ever before.

But how do you successfully persuade readers with a varied set of backgrounds
and interests to engage with your content? How do you go about understanding
your different audiences in detail to know what they’re reading and what they
are engaging with? And what is the best approach for creating different types of
campaigns for your different audiences?

These were exactly the issues faced by Gulf News, the online English-language
publication based in Dubai.

With their readers spending a lot more time at home in 2020 consuming news
content, Gulf News saw that they could take advantage of the opportunity to
drive a new revenue stream by launching a digital subscription offer. Read on to
find out how Piano enabled this publisher to effectively gather insights about
its disparate audience and launch appropriate campaigns to convince all users to
pay for a digital subscription.


FACING THE CHALLENGE OF A DIVERSE AUDIENCE

When starting to design their subscription model strategy, Gulf News had a big
issue to contend with, particular to the United Arab Emirates (UAE). In addition
to the fears of launching a paid service, the UAE is home to one of the world’s
largest expatriate populations, accounting for approximately 89% of residents.
This includes not only expats from all over south Asia, an already culturally
diverse region, but residents from Europe, North America and beyond.

With such a disparate audience with a wide variety of backgrounds and interests,
how exactly could they resonate with both Emiratis and expats from every corner
of the globe—and convince them all to pay for content? Address all of these
distinct audiences with separate campaigns designed around their desires.


GATHERING AUDIENCE INSIGHTS TO INFORM TESTS

With such a varied local and international set of readers, Gulf News needed to
establish a complete picture of which user groups they needed to target. Every
persona or audience segment has its own specific needs, so it was vital to drill
down what motivates all of them to subscribe in order to be successful with the
paid launch. 

In the six to eight months prior to their subscription launch, they began asking
readers to register with their personal details and email address to access
upwards of 10 articles. Armed with this zero-party data from their ‘loyal’
audience, they conducted a survey to get feedback on user readiness for a
subscription model, how much readers were willing to pay and whether they would
embrace a monthly or annual subscription plan.

Gulf News’ editorial team also started analyzing their audience content
consumption patterns, like how many articles people were reading a month. They
then were able to segment their local and expat readers based on their
geographical location and gain an accurate picture of how they were engaging
with the site.


CONDUCTING TESTS TO OPTIMIZE CAMPAIGN PERFORMANCE

Over the 18 months prior to their subscription model launch, Gulf News’
editorial team used Piano to conduct tests to refine and optimize their strategy
for each audience. 


A CONTENT-FIRST APPROACH

Before working out their pricing, they looked at how readers were engaging with
their content and which access model they were going to use. Recognizing that
there was no one-size-fits-all solution, they decided to work with Piano’s
Composer, which offers the flexibility to offer multiple models that would suit
the needs of all audiences. 

They kept all content that generated a lot of traffic or that had strong
conversion potential available outside the paywall, such as Covid-related
articles. All of their longer format content—which tests revealed to be of
particular interest to readers—was gated to incentivize them to subscribe.


VARIED METHODICAL TESTING

Gulf News then ran a series of tests across all user touchpoints with the brand
to see which user experience (UX) generated more conversions. These involved:

 * The messaging and type of language they used throughout the site to encourage
   readers to convert, as well as the Call To Action (CTA),
 * The format and appearance of the content blocks on the different site pages,
   as well as within the articles themselves and
 * The most appropriate color schemes and imagery combinations designed to steer
   readers towards conversion

For each of these, Gulf News tried two versions for each audience and gradually
A/B tested to see which UX was the most effective.


ANNUAL WINS OVER MONTHLY SUBSCRIPTIONS

Finally, the publication ran tests on how to approach the monthly vs. annual
subscription plan in a price-sensitive market. Expecting that the majority of
conversions would be for the monthly plan, 75% of subscribers chose and went for
the annual model instead. 

The editorial team highlighted the importance of nurturing a trusting
relationship with their loyal registered readers as an important driver for
annual subscriptions. They were fully transparent with their audience about the
subscription process, clearly informing them that they could cancel at any time
and wouldn’t be locked into the auto-renewal of their contracts.


CONTINUING A CULTURE OF TESTING ACROSS CAMPAIGNS

Thanks to Piano, Gulf News consider their subscription model launch to be a
resounding success. In a potentially hesitant and disparate market, they’ve been
able to effectively hone their customer journeys and create specific campaigns
to target their diverse audience.

In addition, subscriptions are likely to increase. Now that Gulf News has
started collecting subscriber datasets, they can see precisely how readers are
engaging with the content and provide a more personalized approach that includes
newsletters and numerous other strategies to keep them on board. The fact that
the majority of subscribers are on an annual, auto-renewing plan could lead to
lower churn rates down the line.

Moving forward, Gulf News plans to add to their range of products so that
customers see the added value from their subscription. They are also planning to
implement some strategically priced products to generate more conversions,
including a premium offer.

Request a demo to find out how you can work like Gulf News to define, launch and
deploy campaigns with Piano, an ally in gathering and activating user insights.

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