February 16, 2012
By Craig Morrow & Will Steuber, MEI
We all know by now that tablet devices are the perfect medium for new companies to create rich, engaging content and they are helping traditional companies revitalize legacy brands in the same manner. In the recent years, we’ve seen some pretty significant growth trumpeted by a diverse and well-known group of companies, which simply emphasizes the potential this medium has. But it’s not just all about magazines. When Adobe launched Digital Publishing Suite, it was a product/platform that everyone assumed was developed for the magazine world. Nobody can argue that it’s done a fantastic job supporting that vertical but it has so much more potential not only within it, but well beyond. Let’s talk about some of the other ways this device and the tools used to develop the content can help create or enhance revenue streams.
1. Sales and Marketing – Using tablet apps to deliver customized product information is something that is gaining a tremendous amount of traction in a short period of time. We’re seeing many companies begin to explore and execute the creation of more meaningful, cost-effective and engaging product/service presentations for sales and marketing staff across various industries.
2. Custom Storefronts – Using custom storefronts to promote new subscription offers, product launches, promotions and even a dedicated social media channel is an area where we’re seeing extensive growth. Self-contained within the app, the storefront acts like a personalized presentation layer and allows you to promote and sell products while building brand awareness. More importantly, it provides a reason for customers to return, either directly through push notifications or working in concert with your marketing campaigns. Not to mention you can control the look and feel. With the creation of a custom storefront, a company can break free of the default Digital Publishing Suite folio grid view on the home screen and take control of the look, feel and user experience.
3. Advertising – New tablet ownership has a projected growth rate through 2015 that would make any economist (or tablet manufacturer) grin. This growth will begin to provide the type of momentum needed to get more advertisers to partner with digital content providers. Layer on top of that the new trends in the e-commerce space and you’re left with a new game-changing platform. We have all read the research that shows the majority of magazine readers want to purchase directly from articles and/or directly from the ads. That’s now a viable and proven alternative.
Simply put, these devices, when married to the right creative toolsets, can not only create rich, engaging experiences for readers but have the potential to revolutionize how your organizations are conducting business, internally and externally. Reducing your reliance on physical material and shipping to market and promoting your products makes for a very easy ROI model capable of yielding significant results in a short period of time. Using built-in analytics to showcase real numbers on readership lift, demographics and subscriptions is another very compelling case that most advertisers would love to see… right before they pay you more money to place their ads, of course. Finally, using custom storefronts, a feature inherent in the Enterprise version of Digital Publishing Suite, is just now beginning to show its real power and versatility in creating a more personalized experience between you and your audience, providing them with an intelligent, engaging destination to consume your content the way they want to.Craig Morrow is Director of Strategic Accounts and Will Steuber is Director of Creative Services at MEI. MEI was founded in 1990 as Managing Editor Inc., with the goal of providing innovative software solutions to the rapidly evolving publishing industry. Today the company delivers a comprehensive package of digital publishing, editorial workflow and automated ad layout systems for magazines, newspapers and other print and electronic publishers and communicators. Visit the Managing Editor website to learn more about their services.