Using a Mobile Marketing Platform to Increase Ad Revenues, Subscriptions and Visibility of Content
It’s no secret that the digital publishing industry is in a state of flux because of the increased use of mobile apps to consume content. So why does this matter to publishers? Because it gives them an opportunity to not only monetize their content but to monetize their audiences as well. With a mobile app marketing platform, publishers can get to know their customers, increase ad revenues, drive subscriptions and sponsorships, and encourage content to go viral with enhanced social sharing. This is made possible by analytics to monitor the behavior of app users and create in-app marketing strategies to engage with them effectively.
Readers and other publisher clients don’t want app content with the same static words-on-paper feel of traditional media, they want the “linky-ness of the web.” This is a part of the “Mobile Mind Shift,” a concept elaborated by Forrester Research as the belief that one can get the information they want in their immediate time of need. Here’s how publishers can leverage these “mobile moments” to build relationships and drive revenues:
Capturing attention and loyalty with an intimate understanding of the customer
Many publishers have mobile apps, but to be valuable they must leverage user context. In other words, apps need to reveal the Five W’s of the user: who they are; what they do with the app; where they are, when they use the app, and why they use the app. This understanding empowers publishers with the ability to deliver the right message, content and service to the right person, at the right time and at the right place.
For example, the publisher of an online directory of local merchants uses a mobile app marketing platform to keep track of every individual who uses their app, then segments them based on their demographic, location, transactions and behavior. They use this valuable information to create triggers that drive user engagement with the merchants listed in its directory that offer products and services relevant to the user’s interests. So, if one of their app users checks in to a restaurant on its directory, the publisher can send them relevant information about discounts and specials at that restaurant through the app.
Driving additional opportunities for revenues
The San Francisco Chronicle learned that many of its readers are interested in local cuisine, so it created an app dedicated to the Top 100 local eateries including reviews, maps and pricing. What if the Chronicle reached out to the local eateries on its Top 100 list and partnered with them to market themselves on the app? That’s exactly the sort of thing that a major news publication in Kansas City did with its mobile marketing platform. It enables its premium app users to earn points by reading and sharing stories through the app that can then be cashed in for discounts at local merchants. These merchants also use in-app advertising to promote their products to readers as they consume the publication’s digital content. They can also send direct email to customers with special deals that are relevant to their interests based on their behavior when using the app.
Using the Mobile Mind Shift to let publishers create win-wins
Let’s go a step further with mobile marketing for publishing apps and imagine what other creative possibilities exist to drive revenues. A sports magazine could use their app to create trivia games like “Name Everyone on the Roster of the 1985 World Series Royals team” to win discounts at local sports bars, or a catalog publisher could create a lottery where $5 gives you a chance to get a high-demand item for free. An online newspaper could give points to its customers when they purchase a subscription or share content, and merchants who sponsor the publication could reward customers with points for buying products through the app that are promoted with mobile advertising. Everybody wins with this model because it shifts towards creating mobile moments that empower customers as they enlighten and enrich publishers and merchants.
So, by capturing the attention of publishers’ app users, driving additional opportunities for revenues, and creating situations where everybody wins, mobile app marketing platforms give publishers a clear advantage in the marketplace. This way, you’re able to understand whom your app customers are, then implement strategies that market to them directly with relevant messaging. The end result is more ad revenues, subscriptions, sponsorships, and social sharing of content.