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SURE! Blog

Drive OTT Subscriptions with these 6 Key Strategies Part-I

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Jul, 2016


To get more customers, organizations spend enormous amount of money and time in devising multiple marketing strategies. While this is critical, it is important to create superior customer experience so that the current customer’s won’t churn out.. This is where new entrants will have challenge (call it as growing pains). But, they can exploit the latest technological advance to achieve a fair balance and work towards knocking out established players.

Same goes with the OTT subscription service providers. Global players are facing the heat from new upcoming players. New entrants are coming up with very creative offerings, employing more personalized and targeted marketing activities to attract customers.

This blog article “How to gain and retain customers the SURE! way” is a two part series. First part talks about 3 strategies and the second part talks about the rest.

  1. Be Where your customers are – Track and Target

When in the battle of winning customers, the best approach to make the customers fall for you is the “Social Media Weapon”. This is not only about branding, but also about seizing the consumers.

Digital marketing strategy is crucial for many businesses and it becomes more important for OTT providers.

OTT providers can target three set of customers:

  1. Prospects – Acquire
  2. Existing – Retain
  3. Lost – Win-back

As an organization you have to work on getting the right message to the right set of customers. Effective re-targeting and constant touch point via multiple media will increase your chance of achieving your objective.

  1. Content is the KING. Local v/s global

 When a prospect comes to your website or downloads your app, the first thing they look at is how exhaustive are your offerings?

Global contents like Games of Thrones, Simpson’s etc. sounds good, but what about local content. Most of the international OTT providers are struggling and losing ground to local one at this point.

The key to win over and be relevant in the market is to acquire local content. If there are not much content producers in the region, invest in developing it.

You can also reach out to local public. How? Encourage local public to produce interesting content and help them monetize it through your platform. Put a team to moderate it and check the quality. You share revenues with all such producers.

Thus creating a winning situation for both – business and local content producers

  1. Smart content recommendation – Know more, serve better

Raj is a die-heart fan of Games of Thrones and watches it regularly. But his OTT service provider only recommends the content related to that specific genre. This acts as barrier for him to fully utilize the availed service and reap the benefits of other available interesting contents.

To keep your subscriber engagement high and active, you have to improve the smartness of recommendation engines by equipping it with analytics. They has to invest more in knowing their customer better, getting the customer persona right, track their activities and continuously check with them about their interests. The more you know your customer, the better you can serve them.

Please do subscribe, to get access for remaining strategies which are going to be progressed in our next blog “Drive OTT Subscriptions with these 6 Key Strategies Part-II“.

By : Ramakrishna Mashetty

Ramakrishna Mashetty is The Chief Marketing officer of SURE! (a Magnaquest product).SURE! is an internationally acclaimed player in comprehensive end-to-end Subscription Business Solutions for PayTV, Broadband and Cloud Computing businesses – through deployment of Metered Billing, CRM, Service Fulfillment, Value-Added Services, and Managed Services.

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