With mobile quickly becoming the primary consumption device for all content, it is important to not make these mistakes when publishing to your audience:
Mistake #1 – Producing only a PDF or flipbook
Ensure your brand is easily accessible in a mobile moment by transforming your publication into a truly mobile-optimized edition. Your search engine discover ability will improve drastically, readers will be able to navigate your publication with ease, and you will gain valuable tracking data that offers rich reader insights for both you and your advertisers.
This mistake is at the top of the list because PDFs and flipbooks are simply not effective or engaging on mobile at all. They require users to pinch and zoom excessively, making it difficult for your publication to read on small screens, especially when on the go. Their rigid format also makes it hard to get comprehensive tracking information to analyze user behavior. Today’s readers are mobile dependent, increasingly turning to their smartphones and tablets throughout the day to connect and be engaged.
Mistake #2 – Assuming an app is the answer
Ensure your publication only takes an instant to discover, download, and view by optimizing it for the mobile web. Unlike an app, which needs to be built for each operating system, an online HTML publication can be accessed anytime, anywhere, on any device with a browser and requires absolutely no plugins or downloads. Increase its discoverability further by sharing direct links to popular HTML articles on your website or social media feeds.
Smartphone users are increasingly on the go and demand quick, easy to consume information at their fingertips. When someone on their mobile sees your brand or advert, they are not expecting to have to download an app to get access to content. Compared to online sources, discovering and installing an app takes time, and as a result many are unwilling to commit to an app that may only contain magazines, newsletters, brochures, catalogs, or marketing material. If your publications aren’t instantly accessible on mobile, then readers will likely turn to another brand for content.
Mistake #3 – Not understanding your audience’s mobile behavior
The rise of mobile has seen digital user behavior become fragmented and unpredictable, with many users consuming media on their smartphones in short bursts throughout the day. Readers are simply not engaging with media on mobile in the same way that they do on desktop (or with print).
Track how users interact with your publication through Google Analytics to see how effective your current mobile strategy is. This easy to use (and free!) online service will let you track when people are viewing your publications, what devices they are using, how they are discovering your publication, what articles people are reading, clicking on, and the time they are spending doing all of this. Analyze these trends to identify which of your mobile strategies are most effective at reaching and engaging your audience and which ones need improvement. Make sure to adjust your marketing plan accordingly for a better return on your mobile publishing efforts.
Mistake #4 – Forgetting your advertisers
Mobile technology has made it possible for brands to garner wider attention and reach more targeted audiences in creative new ways, yet many publishers are failing to leverage the lucrative platform to its full potential. By 2019, mobile ad spend is predicted to nearly double today’s figures to over $195 billion, and will amass 70% of the total digital market.
Offer advertisers more value for their investment by complimenting their print ads with an interactive ad placement in your mobile edition that engages and converts. Up sell brands article space in your mobile publication and enhance with rich media and track able ‘CALL NOW’, ‘BOOK NOW’ buttons for a clear path to purchase. Drive ROI without needing to invest in any additional resources.
Mistake #5 – Assuming readers only want the bare essentials on mobile
In a recent mobile behavior report, 54% of respondents said that most mobile optimized sites do not provide enough information. According to ComScore, 2015 saw the number of mobile-only internet users top desktop-only, with this number expected to continue rising. Many readers will turn to their smartphone to consume content in convenient moments throughout the day and often when on the go, such as when on the train commuting to and from work. This means that your mobile publication needs to provide readers with the same, if not better, information and functionality that they can get on desktop.
You can drive more readers to mobile by enriching your mobile edition with added content that is not available in print, such as promotional offers, fact sheets, and exclusive articles. Include rich media elements like image galleries, videos, and Google Maps to add extra functionality and delight your mobile audience.