FT's Fiona Spooner on structuring the marketing team around the customer and their journey

Building an emotional connection with customers is essential in business journalism; it fosters loyalty and enhances branding, which are pivotal in a competitive landscape.

The shift from print to digital at the Financial Times has not merely changed consumption but also redefined our engagement with our audience, necessitating a more nuanced understanding of their needs.

My journey through financial journalism has shown that establishing a genuine rapport with consumers is crucial; this involves understanding their emotional and intellectual needs comprehensively.

In the rapidly evolving world of media, the ability to intersect analytics with consumer relationships has become a foundational strategy for sustained success in revenue generation.

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