The Secrets to Finding and Keeping Customers Through Content Apps

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Congratulations, You’re a Publisher! Secrets To Finding—and Keeping! —Customers with Content Apps MASTERCLASS • NEW YORK • JANUARY 22, 2014

Transcript of The Secrets to Finding and Keeping Customers Through Content Apps

Congratulations, You’re a Publisher!

Secrets To Finding—and Keeping! —Customers with Content Apps

MASTERCLASS • NEW YORK • JANUARY 22, 2014!

What’s Mag+?

An  end-­‐to-­‐end  solu,on  for  crea,ng  and  distribu,ng  content  for  apps  on  touchscreen  mobile  devices.  

What’s Mag+?

Founded  in  2009,  launched  with  the  iPad  in  2010;  now  nearly  2,000  apps  created  across  mul,ple  categories.  

What’s Mag+?

 Support  iPad,  iPhone,  Android  tablet  and  phone,  as  well  as  Kindle  Fire.    

What’s Mag+?

Design  your  own  content  using  InDesign  or  use  our  Studios  service.    Deliver  embedded  HTML,  send  in-­‐app  messages,  live  news,  and  push  no,fica,ons.      

What’s Mag+?

Add  sign-­‐in  capabili,es  to  gate  content,  or  even  segment  content  based  on  behavior  or  loca,on.  

What’s Mag+?

Built-­‐in  analy,cs  to  measure  audience  behavior  and  usage  and  marke,ng  tools  to  reach  new  audiences.  

Content matters

Because  61%  of  consumers  say  they  feel  beNer  about  a  company  that  delivers  custom  content,  they  are  also  more  likely  to  buy  from  that  company.  (Custom  Content  Council)  

90%  of  consumers  find  custom  content  useful  and  78%  believe  that  organiza,ons  providing  custom  content  are  interested  in  building  good  rela,onships  with  them.  (TMG  Custom  Media)  

The  average  cost  to  generate  a  lead  through  inbound  marke,ng  ($143)  is  about  half  the  average  for  outbound  marke,ng  ($373).  (G+)    

Mobile is where your users live

91%  of  adults  have  their  mobile  phone  within  arms  reach  24/7.  *Nielsen  2013  

Adults  spend  more  3me  on  mobile  media  than  they  do  on  newspapers  and  magazines  combined.    *Nielsen  2013  

57%  of  people  say  that  the  tablet  is  their  favorite  place  to  consume  content.  *Mequoda  Tablet  Study  2013  

Apps are what they use

Apps are what they use

Customers  are  downloading  more  than  800  apps  per  second  at  a  rate  of  over  two  billion  apps  per  month  in  the  App  Store.*      

As  of  February  2013,  there  are  224  million  app  users  in  the  U.S.  compared  to  221  million  laptop  and  desktop  users.**  

Go from push to pull

I  have  to  seek  out  your  web  site  or  print  product.    Once  the  app  is  on  my  device,  you’re  embedded.    It’s  like  having  a  walkie-­‐talkie  with  the  user.      You  just  have  to  speak  into  it!  

Mobile relationship management

Use  all  your  messaging  channels!  •  Subscrip,ons  (auto  delivery)  •  Push  (real-­‐,me)  •  In-­‐app  messages  (get  them  

when  they  open)  •  Newsfeeds  (up-­‐to-­‐date  content)  •  Web  portals  (engagement)  

Mobile relationship management

•  30%  click-­‐through  rates  on  newsfeeds  

•  50%  increase  in  consumer  engagement  

•  2000%  increase  on  ARPU  

For example

United  knows  when  I’ve  read  the  SeaNle  issue.    The  app  then  sends  me  a  newsfeed  item  on  discounts  on  flights  to  SeaNle.    Then  when  I’m  in  SeaNle,  it  sends  me  a  push  no,fica,on  for  discounts  from  adver,sers  from  that  issue.    

So, I lied …

Don’t  just  think  about  being  a  publisher.      

Think  about  being  a  communicator.      

Be  relevant.      

Be  ,mely.      

Make  the  conversa,on  two-­‐way.    

Establish  a  rela,onship  with  your  user  and  it  will  pay  off.