20. Increased focus on digital marketing: Try, Test, Fail, Try again
Intelligent use of push notifications
iOS8 Today widget and deep linking
Content marketing through social media
Proper investment in marketing activities
21. 5. A level of scepticism is creeping in about apps
@jonnykaldor - pugpig.com - kaldorgroup.com
23. In 2010, apps seemed to have such a bright future...
@jonnykaldor - pugpig.com - kaldorgroup.com
24. But are publishers now questioning their value?
@jonnykaldor - pugpig.com - kaldorgroup.com
25. It all really depends on what you’re after...
@jonnykaldor - pugpig.com - kaldorgroup.com
26. What sort of audience am I looking for?
Smaller but more loyal
and valuable audience
Massive transient
audience
27. Where is my audience coming from?
Building a new
customer base
Large existing
subscriber base
28. How am I going to take payment?
I need an easy way
to take cash
I already have
a paywall
29. Does my audience need to access content offline?
I’ll need my content
when I’m on Dartmoor
Online only is fine
30. Is my content edition-based or continuous?
Give me my cover
to cover read
Keep it flowing baby
31. How do my readers want to consume content?
Curated journey
through less content
(relax)
More content,
search-based or
dipping in and out
(research)
32. How will I keep them coming back?
I want push, background
download, today widget,
home screen, badges
Direct mails are good
33. Do I need to tap into the features of the device?
Yeah I want location,
calendar, contacts,
camera, audio player and
the rest
No thanks - let’s
stick to the content
34. What skills do I have in house?
I have loads of app
developers (yeah right)
or I have access to an
app framework
I have loads of great
HTML developers
35. What do I want to sell to my advertisers?
Interstitial ads
under a new deal
Well understood web-
based CPM model
36. So it does look like apps still have a real future
@jonnykaldor - pugpig.com - kaldorgroup.com
37. But publishers are realising that they have to move
beyond simple replicas to succeed
@jonnykaldor - pugpig.com - kaldorgroup.com
38. 6. Publishers continue to move to structured content
(and the demise of the PDF replica for all but long tail)
@jonnykaldor - pugpig.com - kaldorgroup.com
39. 7. The cost of creating native apps has been slashed
@jonnykaldor - pugpig.com - kaldorgroup.com