Not content with commanding a significant portion of consumers' online time, social networks Facebook and Twitter are increasingly looking at how they can influence offline activity, with mobile acting as a key enablement tool. Facebook users can now reserve a restaurant table or see when their favorite television show airs from a mobile device while Twitter is pushing the connection between promoted tweets and in-store purchases. With consumers increasingly using social media to support their offline activities, social networks are looking to insert themselves into users' changing behaviors.
AMBLER, PA (August 14, 2013) - Wolters Kluwer Health, a leading global provider of information and point-of-care solutions for the healthcare industry, today introduced two specialized mobile applications of Lippincott's Nursing Drug Handbook, the best-selling drug reference for nurses. Designed for use with iPad and iPhone, these apps are the industry's first electronic references for nurses to focus on drugs used in oncology and psychiatry. Both are subsets of the Nursing Drug Handbook app, which provides the fastest access to the most current drug information for nurses.
If you have anything at all to do with in-store shopper marketing, mobile is likely near the top of your to-do list, and you are surrounded by people evangelizing about its huge impact on shopper behavior.
Publishing companies are desperate to connect the offline world of print magazines to the social customer and on-the-go mobile shopper. In response to the need to shorten the distance between traditional print and shopping online, magazines now seek to provide readers with direct access to retailers via their smartphone, known as mobile commerce. This new dimension to magazines is being forged by partnerships between publishers and third-party vendors who transform the-once standalone pages into the first-step in a mobile shopping user experience.
There are a lot of creative ways media outlets use Tumblr: to post niche content that wouldn't otherwise get published, surface archived material, interact with their audiences and answer subscriber questions. But with as much freedom as the platform allows, companies tend to draw from their own resources and audiences.
Have you visited the New York Times website on an iPhone recently? If so, you were probably prompted to check out the Times‘s newly redesigned mobile website.
As with most things in life, you need to admit that you need to make a course change to institute a course change. The key is to make the course change prior to hitting the rocks. From my viewpoint I think most of the publishing industry made that broad-based and needed course change a long time ago and that most are benefiting from that change.
The theme running throughout this issue of Publishing Executive is reader engagement. Engagement strategies take many forms. Providing a lean back experience is one type. Sometimes engagement is increased through the use of hard evidence, as is reported in the "Data-Driven Publishing" feature or the Tech Talk article featuring analytics software "Chartbeat."
Nearly every month new research rolls in reporting on the rapid rise of mobile web traffic. According to web analytics firm StatCounter, as of November 2013 mobile internet usage increased 51.6% from a year ago.
The fact is, the marketer's pizza isn't getting any bigger, it's just getting sliced more ways. Today, that same pizza is being sliced into insanely smaller and smaller pieces that now include search engine marketing, social media, display advertising, email marketing, native advertising, and content marketing (to name just a few.)