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: best practices to implement a successful publishing strategy in the cloud.

Responsive Design, Contextual Content Increases Traffic 541%  Premium Content Strategy Delivers 160% Sales Gain

Go to Resource Center
 
 

ePublishing Blog

What Does Revenue Diversity Look Like?

Let’s look at eight revenue streams that provide a good indication of diversity and a little perspective on how you compare to other publishers. 

Data Visualization: A Key to the Kingdom of Engagement

But, even more compelling: as time goes on, it becomes clearer that data visualization (not just images) increases engagement, significantly. 

6 Qualities of a Niche Publication Ready to Become an International Brand

You’ve probably heard us talk about the trifecta of BtoB success: Content, Community and Commerce. Today’s digital publishers know that publishing is no longer simply about good content (although that is STILL the foundation of success). 

When Email Marketing Doesn’t Work: 4 Tips For Getting it Right

Are you an unbeliever? In email marketing, that is . . .

5 Ways Publishers are Using Deep Data

How are publishers using proprietary and 3rd party data to build engagement and revenue? 

What Digital-First Publishing Means, Right Now

It’s likely that, as a BtoB publisher, you have your foundation in place for a digital-first strategy, already. But, are you on the cutting edge of execution?