Advertiser and subscriber retention is complex. An understatement, I know. But, though possibly already inherent, the efforts and strategies behind retention efforts have become a crucial focal point for many organizations as of late.In theory, retention is the art and science that measures both short- and long-term effectiveness in continuously retaining new and recurring customers. The difficulty, however, is that in the application, retention tactics usually involve a high degree of finesse, pricing strategy, data assessments, marketing communication and logistical acumen. Retention can also be disrupted by shifts in organizational focus, random anomalies, product adjustments and, unfortunately, even natural disasters. Unaddressed, these predicaments could lead to stagnant or even negative trends.
Origen: Six essential strategies you need to know about retention | Editor and Publisher
