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Enhancing the Customer Experience While Growing Your Bottom Line Eileen White Executive Director Client Management CDS Global

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Are Digital Strategies Fully Developed?

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Percentage Survey Year

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Digital Revenue Breakout by Revenue Stream Top 5 Revenue Streams % of Total (Out of 100%)20132012 2011 1) Website advertising/sponsorships38.8%40%25% 2) E-newsletter, content e-mail ads/sponsorship16.4%14%12% 3) Digital edition subs/single copies6.5%3.1%10% 4)Publication (book or report) sales: print5.3%4.4%5% 5) Digital content, information, data sales4.2%3.5%2% Other Digital Revenue Steams: E-commerce, web stores, online shopping environments; Website content subs/user fees; Online video advertising, sponsorships or other related-revenues ; Online subscription ordering/processing; Virtual events/webinars/webcasts; Online education/learning; Subscriptions/sales of apps for digital devices; Publication (book or report) sales: digital; Online memberships; Content licensing to other organizations/media companies; E-newsletter, content e-mail subs; Coupons; SMS/text messaging marketing/advertising sales; Other /Misc.

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4 Gather Customer Email Addresses

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Utilize customer service to ask for email addresses Incent the customer to provide email Extend an issue, etc. Validate existing emails on file Prompt for email at login to customer care Validate with element for security Ask for email through all order mechanisms Online acquisition channels Insert cards, etc. Website clubs or newsletters Require email at the time of registrations/authentication Use permissions wisely or customers opt out of everything 5 Gather Customer Email Addresses Actionable Tips

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Gather Customer Email Addresses 6

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Make Sure Your Pages Are Mobile Optimized 8

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Mobile Optimization Optimize all acquisition and customer care pages for all devices Creates a clean and user-friendly environment without scrolling Responsive design allows content to dynamically change to fit device Google beginning to drop ratings if not mobile-optimized Analytics Devices utilized Apple vs. Android vs. Desktop Promote your digital brands 9

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10 Mobile Optimization Example: Customer Acquisition (Desktop)

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11 Mobile Optimization Example: Acquisition (Mobile)

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12 Mobile Optimiztion Example: Customer Care (Desktop)

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13 Mobile Optimization Example: Customer Care (Mobile)

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Implement Paywalls Digital Subscriptions 14

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Implement Paywalls Membership Model

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16 Enhance Your Sales Efforts

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17 Enhance Your Sales Efforts: Case Example: Highlights for Children

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18 Enhance Your Sales Efforts: Single-Click Cross-sell Offer

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19 Enhance Your Sales Efforts: Cross-Sell Offer on Account Summary Page

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20 Enhance Your Sales Efforts: Impulse Offers

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21 Enhance Your Sales Efforts: Refer-A-Friend

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22 Save Your Customers After they Cancel their Subscription

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23 Maximize new online orders with immediate mailed promotions of complimentary products

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Leverage Social Media as a Channel 24

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25 Use as a search channel

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26 Editorial posts drive considerably more engagement than consumer marketing posts All top-performing consumer marketing posts reference contests & link to entry pages Like this calls to action generated the greatest engagement among consumer marketing posts Best Practices

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27 Install Twitter Cards (shareable links) for site content Include photos, videos and links in tweets Photo/video tweets get 4-5x the engagement RT calls to action generated the greatest engagement among consumer marketing posts Best Practices

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Recap: Top Tips for Enhancing Your Customer Experience and Growing Your Bottom Line Gather email addresses Optimize for mobile Implement Paywalls Enhance Your Sales Efforts (Phone & Online) Cancel/Save Customer Programs Immediately promote relevant products to new customers Leverage Social Media 28

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Thank You 29