312.768.6800 | Contact Us | Support

The ePublishing Blog

Mobile-Friendly vs. App Attack

October 17, 2012

There is no question that mobile needs to be part of your formula for delivering your content and marketing your publishing business – we are constantly reminded as apps like Pulse and Evernote hit the market and grow quickly. But, AdAge’s Melissa Parrish poses a good question: do you need to build your own app for mobile?

As an analyst for Forrester Research, Parrish points to some significant numbers that indicate how widespread the use of apps including, “About half of U.S. adults have a smartphone, and data show that 43% of those have apps on their phones.”

She also reminds us to determine if those numbers reflect who comprises our audience. Indeed, a look at your audience should be the first step to determining if you need to build an app for mobile. Do you see a familiar theme emerging here? Yes, context awareness is key in building the foundation for generating revenue online.

When thinking contextually about mobile apps, you should consider specifically:

Who is your audience (demographics)?

What are their interests?

How do they interact online, including what social sharing tools they use and what mobile platforms they use?

Is your audience inclined to use apps in general?

You also need to know if you have the framework and stamina to support a mobile app. Successful businesses use apps to increase audience engagement, which means that there is a marketing foundation to launch and promote it, as well as resources to keep it perpetually fresh. An app is a long-term investment.

A lot of folks don’t think it’s worth it unless you have a huge well of financial and creative resources to support it. Many build on this idea with the theory that if you are going to do it, you might as well do it in the best way possible, which often involves hiring a third-party provider and collaborating successfully with all of your stakeholders to develop, launch and maintain.

Think also about how an app would bring added value to your customer’s experience. You want it to do something that you can’t accomplish with other forms of online marketing. You want it to engage them in a unique way and bring another dimension to what you offer.

Before really investing time and energy into pursuing an app, you might want to consider whether your own website is mobile-friendly, to what extent your audience uses mobile devices to access your site and what mobile viewers are doing -- reading, searching, buying? Also, does the potential in your market warrant an investment in an app and how do you anticipate the best way to meet the growing demand for content, notifications, products and social interaction from mobile users. 

 

Case Studies, White Papers & Product Information delivering advice & information to get more by publishing in the cloud.

Site Relaunch Increases Revenue 36% Make More Money With A Cloud CMS Go to Resource Center
 
 

ePublishing Blog

Audience Behavior, in Focus: What Millennials and Moms Are Doing

We've talked recently about current trends in audience behavior. General trends provide valuable insights for your content marketing approach—but it’s also helpful to try and drill down to specific facets of the population—to focus our tactics to engage specific readers.

Thinking Digital: What the NY Times Innovation Report Tells Us, Part II

The NY Times digital innovation report tells us that learning how to think digital is the key to success.

Revenue Dreaming: Build a Better Event

Focusing on subscriptions, renewals, and ad revenue is a tried and true recipe for success in the media industry.  Increasing Revenue per Reader, however, requires a willingness to leverage our industry  expertise, experience and energy to deliver an experience that becomes a value-added component of an effective media strategy. While the New York Times has just recently made Events a priority, leading BtoB publishers and Niche Media show the way for the rest of us.

Thinking Digital: What the NY Times Innovation Report Tells Us

There’s been a lot of buzz about the leaked NYT digital innovation report. And there should be.  

Why Marketing Automation, SaaS and Individualization Go Hand in Hand

 There is a lot of talk these days about personalization, or more precisely, individualization. And for some, it might seem like all the hype came out of the blue.

Six Reasons Buyers' Guides Should Be Part of Your Revenue Model

As a BtoB publisher, you know that revenue diversity is the key to success in our digital world. It’s no wonder that buyers' guides or directories are becoming an even more powerful tool for publishers—providing valuable information to readers and precious ad space to sponsors and advertisers.