Building an Audience for Digital Editions and Apps: 31 Strategies That Work
PE: What about the "findability" question with apps?
Romano: ●Being present in a generic and crowded app store market for a specific device isn't enough, so, as mentioned, we feel the key is to be in the relevant digital magazine stores, those with organized and effective marketing platforms that can provide visibility and drive sales for your brands. ●Cross-promotion in print can certainly be effective in driving smaller volumes of subscriptions: Include a call-out when a print article has additional features in the digital edition; utilize house ads to promote digital editions and stand-alone apps; cross-promote other brands' digital editions; etc.
Even if you are not seeing an immediate response to a print promotion, ●it's important to let your readers know your content is available on the go. And, of course, ●capitalizing on all of your current subscription paths and other traditional marketing efforts can provide a steady stream of digital subscriptions as well: e-mail; mobile networks; offer a digital option on Web order forms; Web banners and editorial mentions; etc. ●And targeting by device whenever possible provides the most cost-effective promotion in any of these paths.
PE: More generally, what are some good means to promote audience development across platforms?
Romano: Social media can certainly be effective, especially in reaching out to your brands' followers for feedback. Events are effective in driving awareness, with support from a fantastic PR team, but if you're looking for direct response the other approaches discussed are definitely more effective.
PE: What about data? How do you use it to help build audience?
Romano: Reader feedback is essential, especially given the challenges with utilizing UDIDs [Unique Device Identifiers] to track engagement and promotion response. ●Capturing feedback while readers are engaging with your app is extremely helpful in understanding what they are looking for in terms of enhanced digital content, pricing digital editions appropriately, determining what readers want from advertisements within digital editions, and shaping future issues. In addition, ●subscriber feedback can also inform where you focus marketing efforts and how you shape those efforts. For example, understanding whether or not promos are effective at prompting recall when not viewed on a tablet can instruct the level of targeting needed to make promotional efforts profitable, and feedback on engagement can drive creative choices and establish the types of multimedia or interactive features that should be called out more prominently within your marketing campaigns.