Stepping up 3 digital publishing f4mmedia


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f4mmedia on digital publishing as a marketing option for small and larger businesses

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Stepping up 3 digital publishing f4mmedia

  1. 1. stepping up digital publishingpart three stepping up f4mmedia 1
  2. 2. 08432895485 twitter@f4mmedia © 2013 f4mmedia all rights reserved stepping up f4mmedia 2
  3. 3. consistently generating ideasall materials handcrafted, digitallythe cornershop of content creation table of contents introduction .......................... 4 traditional media ................... 5 content marketing ................. 7 digital publishing .................... 9 stepping up f4mmedia 3
  4. 4. Our key concepts are responsive marketing and integrated communication– integrated responsive marketingAn integrated marketing effortsee also our branding publicationIntegrated responsive marketing can be defined as:- using sufficient marketing tools for any particular business, those tools being integrated into a singlemarketing effort to give the best value possible for the business, giving that business the best effortpossible for its place within the market, its targets and its aspirations- the marketing effort will be responsive to the ongoing needs of the business concerned, what is hap-pening with the business, the activity within the market and the particular targets of the business,responding to changes, events and the evolution of the market and its constituents.In comaprison to the market of ten years ago and even more of twenty and thrity years ago, there aremassive differences to be seen. We have a market where the people making up that market behavedifferently, use different media, different products. We do not read as many newspapers, magazinesas we used to. We use the internet far more, including social media. We use the radio a lot less butwe will use online radio, podcasts and free music sites.Our marketing efforts have to take all of these factors into consideration when we embark onpromoting our businesses. The days of taking an ad in a local paper, having a series of flyers deliveredto houses in your area, or if you are a big enough operation, having a radio ad or tv ad broadcast, allhave moved on. But there are other things easily in reach.We are here to help, offering a friendly, approachable and direct response to enquiries. It costsnothing to talk – first consultations are free! We are happy to discuss all of your marketing andbranding needs. stepping up f4mmedia 4
  5. 5. Traditional media More than 80% of people in most countries do not use old forms of information gathering when looking for a company, service or product – the days of the phone book, directories and local papers are coming to an end. 63% of Americans use online searches rather than the phone book, Yellow pages take up is down by 55% in the past 10 years and falling by atound 5.5% per year Flyers and brochures put through your door are also finding less response, all too often they are simply put in the bin without a glance. People make more use of online directories and particular sites for their searches More time is spent on social media than reading the paper – up to 91% of people online use social media. There is still a use for certain forms of print promotion – handing someone your business card at a salient point in a meeting is all important, having a brochure or catalogue to hand to a prospective client or customer during a discussion is a reinforcement of you and your brand, it also leaves the prospect with something direct to refer to at another point in time . Nearly one-third of all display ads are never seen stepping up f4mmedia 5
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  7. 7. Content marketing Relies on content creation, suitable channels to generate Interest – engagement. Content marketing relies on having something to say – the content has to have substance. Information is what you are transmitting. This means what can be bought, where it is available, how much it will cost, whether there are any speciall offers or deals on hand. What calls to action can we make? Do we want to attempt to make a sale immediately or do we want to engage a potential new lead so that a more lasting relationship can be built? Having a means to commu- nicate in a lasting way can mean a lasting income stream. Give your clients/customers ways to show their interest and engagement, their connection to you, your products, services etc. This content can be of all forms – information is not just a price tag. Demonstrations, how-tos, style ideas are all possible and have value to customers. 51 uses of business video - onemarketmedia Our approach to content marketing is to look at what content mix is best for you. Different sections of the market use different media in different ways at different times. The content mix to use is the one where each element supports the other, reinforces each other, as well as reaches the people you want to reach. With an integrated approach time and money are saved, content produced for one channel or medium can be adapted for another, mentions on one channel can add to the content on another, each enriching the other. stepping up f4mmedia 7
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  9. 9. Digital publishing 2011 was the year digital publishing really took off as a main stream form of communication. That year saw the medium seriously taken up by marketing professionals. It has a serious place in the arsenal of the marketer. It is not the only thing you could or should use. It is more than a useful addition – it has a serious function, a serious role to play in any integrated marketing effort. Every business can make use of reference points for customers. If a potential client or customer has something they can refer back to it keeps that business in their minds as a potential supplier. If the information supplied has depth and use it will be kept and re-used. Give your clients/customers ways to show their interest and engagement, their connection to you, your products, services etc. stepping up f4mmedia 9
  10. 10. According to Forrester Research, 112.5 million US adults are expected to own a tablet in 2016.That’s over one-third of US adults (Forrester, March 2012). Nielsen reports that tablet adoption has gone up by 400% in the past year (Nielsen, June 2012). 56% of tablet owners use their devices for reading news (Pew State of the News Media 2012,March 2012). Tablet users spend an average of 14 hours per week with their tablets (Online Publishers Associa-tion, June 2012). A recent Nielsen study found that 45% of tablet owners use their device while watching TV on aregular basis (Nielsen, April 2012). People love to read on their tablet, preferring it to their mobile phone, computer and even thenewspaper (Online Publishers Association, June 2012).45% of respondents in a recent Association of Magazine Media (MPA) survey reported that theyspent 1-3 hours per week reading magazines on their mobile devices (MPA, November 2011). Where do people use their tablet? 88% of tablet owners use the device in their living room, 24%at work and 79% in the bedroom (AdWeek, April 2012).55% of respondents in an MPA survey said they read or tapped advertisements in a magazine’stablet edition (MPA, November 2011). Tablet users are nearly 3x as likely to watch video as smartphone users, says comScore (com-Score, June 2012). stepping up f4mmedia 10
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  12. 12. The Telegraph (UK) reported that its iPad app users had “20 minutes dwell time and 41 pages peruse – roughly 8 times deeper access than on the web.” (Tab Times, January 2012) The Financial Times now has 285,000 digital subscribers – almost as high as its 305,000 printcirculation (Financial Times, June 2012)The Economist has detailed that digital subscribers have been additive; 77% of them have never hada print subscription (The Economist Group customer database, August 2011).From revolution to evolution: A glimpse at the next generation of digital magazine appsDigital publishing has revolutionized magazine publishing. What is next for digital magazinepublishers? In a recent article, Kim Mateus of Mequoda gave a glimpse of what changes to expect inthe next generation of magazine apps.According to ABI Researchs data there will be four main app categories that will account for 80% ofapp sales in 2016: digital publishing, games, social networking, and e-commerce. Magazinepublishers are in a unique position to take advantage of trends in all four areas. Mateus suggestsusing social networking apps for audience development and retention, e-commerce apps to sellproducts, and even gaming or highly interactive apps could be used by some publications dependingon audience and purpose.The next stage in the evolution of digital app publishing will be a change in demographics. Watch forseniors, age 60 and over, and children ages one through nine to be using tablets more by 2016. stepping up f4mmedia 12
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  15. 15. SlideShare draws 60 million visitors per month; but most importantly for b2b marketers, itattracts 3X more traffic from business owners than any other social media site. (Jeff Bullas)There are channels for all purposes and content to be made for them.We can - create your own digital publications and presentations, - designed to your needs and in keeping with the branding set-up we can help to createtogether - include your adverts in our own publications - create online publication channelsGet in touch - it costs nowt to talk! There are options here for any business, however small. stepping up f4mmedia 15