Formulate an Effective Mobile Strategy
Build in a solid marketing plan. Publishers must think beyond app stores in considering how they are going to drive people to their apps. TV networks, for example, coordinate with their promotional teams to do promos of their apps after shows, which creates awareness and drives downloads.
"If you're a publisher, there's a direct correlation [to what the TV networks do] with marketing your app in your existing channels," Moazed says. "If you're a magazine, put it in your print magazine, put it on your website, put it in all those touchpoints that your existing user base is going to see, so that when they have an iPhone or an iPad, they will know they can go view an existing magazine on their [device]. Getting the word out there is a big part of it."
Corporate Vice President of Digital Media, Schurz Communications
Schurz Communications is a diversified media company serving small and medium sized markets with TV, newspapers, websites, shoppers and directories. It recently has built out an aggressive, targeted mobile strategy in partnership with mobile app developer iSites.
Promote "definitional consistency" within the company. A coherent strategy requires that all decision-makers be on the same page. Make sure everyone in your organization means the same thing when they talk about mobile.
"At Schurz we are trying to bring some definitional consensus to what mobile is for us, and what it is not," Oslund says. "I can tell you in the early throes it's not gaming. It's not in our wheelhouse—not yet. It doesn't relate back to what we already do and the content strategies that we're involved with."
For Schurz, mobile currently means browsers, e-mail, applications, texts and social media, expressed with a handy mnemonic: BEATS.
Don't just reach for the flashy and sexy. It might seem exciting to jump into tablet apps, but make sure that's what your market actually wants. If you want to be on the iPad, for instance, look at how many iPads are in your marketplace, and whether you're in a 3G market. "It's so tempting to get romanced by the next new thing, and the next new thing will be here tomorrow, if not this afternoon," Oslund says. "So we have to check ourselves."