stepping up 3 digital publishing

7/30/2019 stepping up 3 digital publishing

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stepping up f4mmedia 1

stepping up

digital publishing

part three


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table of contents

introducon .......................... 4

tradional media ................... 5

content markeng ................. 7digital publishing .................... 9

consistently generang ideas

all materials handcraed, digitally

the cornershop of content creaon


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Our key concepts are responsive markeng and integrated communicaon

integrated responsive markeng

An integrated markeng eort

seealsoourbrandingpublicaton

Integrated responsive markeng can be defned as:

- using sucient markeng tools for any parcular business, those tools being integrated into a single

markeng eort to give the best value possible for the business, giving that business the best eort

possible for its place within the market, its targets and its aspiraons

- the markeng eort will be responsive to the ongoing needs of the business concerned, what is hap-

pening with the business, the acvity within the market and the parcular targets of the business,

responding to changes, events and the evoluon of the market and its constuents.

In comaprison to the market of ten years ago and even more of twenty and thrity years ago, there are

massive dierences to be seen. We have a market where the people making up that market behave

dierently, use dierent media, dierent products. We do not read as many newspapers, magazines

as we used to. We use the internet far more, including social media. We use the radio a lot less but

we will use online radio, podcasts and free music sites.

Our markeng eorts have to take all of these factors into consideraon when we embark on

promong our businesses. The days of taking an ad in a local paper, having a series of yers delivered

to houses in your area, or if you are a big enough operaon, having a radio ad or tv ad broadcast, all

have moved on. But there are other things easily in reach.

We are here to help, oering a friendly, approachable and direct response to enquiries. It costs

nothing to talk rst consultaons are free! We are happy to discuss all of your markeng and

branding needs.


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More than 80% of people in most countries do not use old forms of informaon gathering when

looking for a company, service or product the days of the phone book, directories and local papers

are coming to an end.

63% of Americans use online searches rather than the phone book, Yellow pages take up is down by

55% in the past 10 years and falling by atound 5.5% per year

Flyers and brochures put through your door are also nding less response, all too oen they are simply

put in the bin without a glance.

People make more use of online directories and parcular sites for their searchesMore me is spent on social media than reading the paper up to 91% of people online use social

media.

There is sll a use for certain forms of print promoon handing someone your business card at a

salient point in a meeng is all important, having a brochure or catalogue to hand to a prospecve

client or customer during a discussion is a reinforcement of you and your brand, it also leaves the

prospect with something direct to refer to at another point in me .

Tradional media

Nearly one-third of all display ads are never seen


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Relies on content creaon, suitable channels to generate Interest engagement.

Content markeng relies on having something to say the content has to have substance. Informaon is

what you are transming. This means what can be bought, where it is available, how much it will cost,

whether there are any speciall oers or deals on hand.

What calls to acon can we make? Do we want to aempt to make a sale immediately or do we want toengage a potenal new lead so that a more lasng relaonship can be built? Having a means to commu-

nicate in a lasng way can mean a lasng income stream. Give your clients/customers ways to show their

interest and engagement, their connecon to you, your products, services etc.

This content can be of all forms informaon is not just a price tag. Demonstraons, how-to's, style ideas

are all possible and have value to customers.

51 uses of business video - onemarketmedia

Our approach to content markeng is to look at what content mix is best for you. Dierent secons of the

market use dierent media in dierent ways at dierent mes. The content mix to use is the one where

each element supports the other, reinforces each other, as well as reaches the people you want to reach.

With an integrated approach me and money are saved, content produced for one channel or medium can

be adapted for another, menons on one channel can add to the content on another, each enriching the

other.

Content markeng


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2011 was the year digital publishing really took o as a main stream form of communicaon. That

year saw the medium seriously taken up by markeng professionals. It has a serious place in the

arsenal of the marketer. It is not the only thing you could or should use. It is more than a useful

addion it has a serious funcon, a serious role to play in any integrated markeng eort.

Every business can make use of reference points for customers. If a potenal client or customer hassomething they can refer back to it keeps that business in their minds as a potenal supplier. If the

informaon supplied has depth and use it will be kept and re-used.

Give your clients/customers ways to show their interest and engagement, their connecon to you,

your products, services etc.

Digital publishing


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According to Forrester Research, 112.5 million US adults are expected to own a tablet in 2016.

Thats over one-third of US adults (Forrester, March 2012).

Nielsen reports that tablet adopon has gone up by 400% in the past year (Nielsen, June 2012).

56% of tablet owners use their devices for reading news (Pew State of the News Media 2012,

March 2012).

Tablet users spend an average of 14 hours per week with their tablets (Online Publishers Associa-

on, June 2012).

A recent Nielsen study found that 45% of tablet owners use their device while watching TV on a

regular basis (Nielsen, April 2012).

People love to read on their tablet, preferring it to their mobile phone, computer and even the

newspaper (Online Publishers Associaon, June 2012).

45% of respondents in a recent Associaon of Magazine Media (MPA) survey reported that they

spent 1-3 hours per week reading magazines on their mobile devices (MPA, November 2011).

Where do people use their tablet? 88% of tablet owners use the device in their living room, 24%

at work and 79% in the bedroom (AdWeek, April 2012).

55% of respondents in an MPA survey said they read or tapped adversements in a magazines

tablet edion (MPA, November 2011).Tablet users are nearly 3x as likely to watch video as smartphone users, says comScore (com-

Score, June 2012).


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The Telegraph (UK) reported that its iPad app users had 20 minutes dwell me and 41 pages per

use roughly 8 mes deeper access than on the web. (Tab Times, January 2012)

The Financial Times now has 285,000 digital subscribers almost as high as its 305,000 print

circulaon (Financial Times, June 2012)

The Economist has detailed that digital subscribers have been addive; 77% of them have never had

a print subscripon (The Economist Group customer database, August 2011).

From revoluon to evoluon: A glimpse at the next generaon of digital magazine apps

Digital publishing has revoluonized magazine publishing. What is next for digital magazinepublishers? In a recent arcle, Kim Mateus of Mequoda gave a glimpse of what changes to expect in

the next generaon of magazine apps.

According to ABI Research's data there will be four main app categories that will account for 80% of

app sales in 2016: digital publishing, games, social networking, and e-commerce. Magazine

publishers are in a unique posion to take advantage of trends in all four areas. Mateus suggests

using social networking apps for audience development and retenon, e-commerce apps to sell

products, and even gaming or highly interacve apps could be used by some publicaons depending

on audience and purpose.

The next stage in the evoluon of digital app publishing will be a change in demographics. Watch for

seniors, age 60 and over, and children ages one through nine to be using tablets more by 2016.


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SlideShare draws 60 million visitors per month; but most importantly for b2b marketers, it

aracts 3X more trac from business owners than any other social media site. (Je Bullas)

There are channels for all purposes and content to be made for them.

We can

- create your own digital publicaons and presentaons,

- designed to your needs and in keeping with the branding set-up we can help to create

together

- include your adverts in our own publicaons

- create online publicaon channels

Get in touch - it costs nowt to talk! There are opons here for any business, however small.

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stepping up 3 digital publishing