Situation
A global news publication was exploring the potential of a generating new ecommerce revenue stream, with particular emphasis on affiliate marketing.
FT Strategies were tasked to identify the size of the opportunity whilst considering the publisher’s right to play.
Engagement
During the engagement, our activities included:
- Primary research with stakeholders and market experts to inform market and competitive analysis
- Secondary research and internal data analysis to model the addressable and obtainable market
- Developed an assumptions-backed tool for the client that modelled the potential revenue opportunity
- Provided recommendations on the publisher’s suggested go-to-market strategy
Results
- The publisher has since launched an ecommerce MVP involving specific articles with links to a curated landing page supported external partnership arrangement within wine
- On the initial launch, 4% of those who read the article clicked through to the landing page.
- Of the total number of people who come through - either via the digital article or direct traffic - a significant 17% converted to a sale - resulting in the first batch being sold out and the initiative generating a profit
“Thanks for all the work done to date. The executive team were receptive to the methodology and appreciated the level of rigour put into evaluating this opportunity.”
Business Development Director
