cross-screen marketing solutions

Print Inactivity to Mobile Interactivity

Since desktop content became widespread, publishers have struggled with their identities and where to pitch themselves in a digital world.

At last weeks IAB, Mary Beth Christie, online product management director for FT.com, revealed that the newspaper market has shrunk 43 per cent since 2000, and that last year the losses in print outpaced gains in digital revenue by a ratio of 10:1.

The Guardian embrace digital and supplement their print product with desktop, tablet, and mobile applications, native and web. These digital additions serve to substantially extend traditional reading hours but also enable measurable interactions never before been possible between publication and reader.

This interaction is especially unique to mobile, and it is the opportunities brought via this interaction that the wisest publishers are turning their attention to.

Due to its inherently personal nature, publishers can create a rewarding and ubiquitous experience for their mobile consumer offering opportunities to log in, socialise and interact with content; cultivating loyalty and retention.  Hence why it is important not to simply re-jig the same desktop content for mobile but develop and tailor mobile first content with this personal relationship and interactivity at the forefront.

In turn, these benefits can be passed directly on to advertisers. An advertiser offering job services for example can have trackable adverts tailored to consumer preferences and location creating more relevant advertising and potentially higher conversion rates. Alerts could be set up for publication days and using geo-location capabilities, publishers or advertisers can draw readers to nearest stores selling their products.

Mobile adds a measurable interactivity that no other media does and harnessing the power of this interpersonal relationship enables publishers to bring their publications [back] to life.

2 Responses

  1. nice post. But what about the low-hanging fruit of reading. Using Layar one could easily turn the mobile into a magnifying glass simply making text larger. When that’s done you have an immediate door to augment the reading experience with interactive ads or video content such as what’s described above. Lower the barrier to reading and the other elements are easier to upsell.

  2. Anne Thomas says:

    Here is a great example of House Beautiful harnessing mobile to interactively integrate print to digital (in this case social) http://www.mobilemarketer.com/cms/news/social-networks/12891.html