May 16, 2013
By Teresa Demel
Yesterday, we held an event for corporate publishers at the Adobe Digital Publishing Summit in New York City. Marketing executives and creatives gathered at 82 Mercer to share DPS use cases and best practices. The event designed for corporations was as inspirational as Tuesday’s magazine and newspaper publisher event, but the audience walked away with a different set of takeaways. While magazine and newspaper publishers are designing apps based on print publications, corporate publishers are choosing DPS for other reasons:
- Marketers and agencies can build mobile apps faster with DPS than they can with custom development
- Print collateral can also be delivered on mobile, elevating the user experience, updating content, and reducing costs
- DPS apps can be used to repackage an existing collection of sales and marketing content, and push updates to that content quickly
- Omnichannel Strategy: DPS allows brands to create content once and publish across multiple platforms
The summit represented a wide range of industries, topics and use cases:
- Sales Enablement: Sotheby’s International Realty, Stryker Orthopaedics, and Adobe
- Consumer Engagement: JP Morgan Chase, & Renault Captur, & Adobe
- Agency Advantages: JWT/Casa & Joe Zeff Design
- Mobile Commerce: The Knot
Mobile Marketing: The End of the Beginning
Jeffrey S. Hammond, Vice President at Forrester, framed the day’s conversation with stats on mobile trends, including audience usage and business usage. In his words, “this is the end of the beginning of the mobile shift,” meaning mobile usage is mainstream. 25% of all U.S. adults are online with more than three devices, and about 50% of U.S. adults carry smartphones. It is no longer a matter of whether to have a mobile strategy, but how. Consumers expect content across multiple devices, and marketers need to have an omnichannel strategy that takes into consideration the rising mobile usage.
At the same time, many companies invested in mobile early (over two years ago) and are facing new challenges. When they first developed their mobile strategies, they had low expectations of maintenance costs, and device proliferation has forced them to write different sets of code for each operating system. The key is to find ways to reduce those maintenance costs.
DPS Apps vs. Custom Development
Custom development allows marketing departments to build mobile apps with an endless amount of complexity. At the same time, a lot of mobile content can be built with Digital Publishing Suite with faster turnaround, lower costs, and a focus on design. Fear not, mobile developers. Designers are not replacing developers with DPS shops. Instead, developers can focus entirely on value added projects such as integrating the company’s CMS into an app. For the following two case studies, the apps are privately published and are not available in the app store.
- Stryker Orthopaedics migrated from custom development to DPS for its sales tools. They noted that, with custom development, it was hard to get the design and production team on the same page. DPS puts the design back in the hands of designers. The company reduced printing expenses by 42% and was able to constantly update the content in the app without incurring developer or print expenses.
- JWT / Casa is an agency that builds DPS apps for many notable clients, including Sony, GM, and Adobe. As an agency, DPS gave the agency a strategic advantage because the team could design and build app prototypes within a matter of days, and ultimately deliver apps for its clients in three to four weeks. Because designers built the app, the content was captivating and professionally designed.
Print Collateral Delivered Digitally
Corporations are re-imagining print and using DPS to elevate the content, save money on print, update content quickly, and drive m-commerce.
- A few years ago, content delivered by Sotheby’s International Realty (SIR) to its sales affiliates was 80% print and 20% digital. Today, the inverse is true. Eighty percent of content used by affiliates is produced with Digital Publishing Suite. While cost savings are good for ROI, SIR focused more on its ability to house all content in one app and frequently update it. As Wendy S. Purvey, CMO of SIR said, “If we had to reprint all the material with all the changes we made [since January release], it would have cost $1 million.” View the Sotheby’s International Realty App of the Week video to see it in action.
- JP Morgan Chase produces its “print plus” Letters to Shareholders on DPS. Working with Joe Zeff Design, the investment company was able to build the app from concept to reality in nine weeks. The app has the same written content as the booklet, but includes the richness of photography and illustration, a dynamic news feed from the website, and push notifications to remind readers to return to the app.
- The Knot magazine, built with DPS, merges the gorgeous layout of print with transactional abilities of mobile. The publication and other media properties are designed to give brides a frictionless shopping experience. Rebecca Dolgin and Carrie S. Reynolds demonstrated the “Tap to Buy” feature, which is available throughout the publication. If a bride sees an item she likes, she can easily open up the web browser, make a purchase in the publication, and return to the browsing and shopping experience.
Aggregate Assets in the App
Notre Dame noted that they had a plethora of marketing assets, such as video and photos, which were either dispersed across their website or unavailable to the public. Using DPS, they were able to aggregate their content within a folio and provide a rich app experience for their fans.
- Joe Zeff Design created a Gameday app for Notre Dame for the BCS National Championship Football Game. Content was based on its print gameday program, but included other assets such as extra photography and video. Because Notre Dame has fantastic photographers and videographers, they were able to “create an app without recreating anything.”
The advantage of the DPS app is in the packaging. Readers are downloading the app with a specific event in mind, and the interactive content feels more relevant to the user.
Create Content Once – Publish Everywhere
When Renault launched its “Capture the Day” campaign for the Captur, it decided to use Digital Publishing Suite to amplify the campaign. In a little over four weeks, Renault was able to launch the Renault Captur app on iPhone, iPad, Android tablet, and desktop. Renault already had a responsive website, but chose Digital Publishing Suite to deepen users interest with the content through interaction and captivating animations. Watch the Renault Captur app of the week video to see how it uses Digital Publishing Suite to drive reader engagement.
Stay tuned. Soon you will be able to download the Digital Publishing Suite Summit app (built by JWT / Casa) and view slide decks from our presenters. In addition, Adobe TV will soon show video of most presentations from the Digital Publishing Summits.