Information and learning memberships and subscriptions aren’t new. But the pandemic expedited the movement towards such product offers much faster than might have been the case.
As people have become happier paying monthly and annual subscriptions in all aspects of their life – anything from gym memberships, to Netflix, Disney and Sky TV access, to Amazon Prime deliveries to food delivery to car service plans – it has become more commonplace in the business world.
Gone are the days of paying for a CD-ROM loaded with software that needs updating regularly.
Technology brands such as Adobe, Microsoft and Norton have led the way whilst newer software businesses such as Zoom, Calendly, Lead Pages and MailChimp have followed suit.
What do all these brands have in common?
They offer unfettered access to what the consumer wants, immediately, and at an affordable price point.
The same thing is true in the marketing intelligence space. There are a rising number of on-demand libraries offering a wealth of resources to help a professional operate at a higher level are becoming more popular.
Free options such as the Hubspot Academy, exist to help people better understand inbound marketing techniques and hopefully transition to paying customers, whilst Digital Marketer’s Lab, Econsultancy’s annual membership and Smart Insights all offer access to an abundance of content, templates and tools.