Improve ROI with Mobile Marketing



Mobile Marketing has grabbed the spotlight. Not convinced? How does jumping on the mobile marketing bandwagon improve your profits?  Facebook‘s Mark Zuckerberg knows how. Check out their latest remarkable  Jan 2013 stats.

And here’s more numbers to chew on:

  • The number of US mobile coupon users will rise from 12.3 million in 2010 to 53.2 million in 2014, driven by the rapid adoption of smartphones. (Source: eMarketer, 2013)
  • Retailers’ apps take up the most of consumers’ time at 27%, followed by online marketplace at 20%, purchase assistance at 17%, price comparison at 14%, and daily deals at 13%. (Source: AdMedia Partners, 2013)
  • Consumers spent six times as much time in retailers’ apps in December compared to a year earlier. (Source: Flurry, 2013)
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Expand your audience with mobile marketing strategies that work.

Maybe you have already determined that you need to make sure mobile marketing fits within the overall business strategy for your niche publication. From apps to mobile only content to mobile ads, it is important to understand how mobile can translate into long-term sales success. Regan Fletcher, VP of Business Development at News360  and one of our esteemed Niche Digital Conference speakers in 2012, has consulted with niche publishers about their mobile marketing strategies–how to create one from scratch, why their existing strategy is not working, how to improve ROI, etc.

“First and foremost, think about a more significant percentage of mobile’s contribution to your overall revenue,” he advises. “The key paths to free monetization are by creating mobile ads and apps. You can and should offer subscription incentives, sponsorships, segment and event apps.” And once your mobile marketing program is a well, fine-tuned machine, make sure you spend some time promoting those cool new apps.

Addition: to see how important mobile apps can be in monetizing your magazine, consider the case of The Magazine (that really is its name!) – 25,000 subscribers, authors are paid, and no advertising, but it still turns a profit just off of the $1.99 app store download for each issue!

How has YOUR niche magazine learned to get the most bang for buck with mobile marketing programs?  Tell us and the niche magazine world on Facebook or Twitter.

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Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau – Niche Media’s Grand Poobah – just launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com  Check it out!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

Image from freedigitalphotos.net

 

 

The Future of Advertising is in the Palm of Your Hand



By Tom Martin, Founder of Converse Digital Tom Martin, Converse Digital

We live in an ADD world. To make matters worse, smart phone proliferation and the glance-and-go behavior it empowers is ensuring that this trend doesn’t stop any time soon. In fact, a recent study of college students that read news on their smart phones found that 56% of students read less than the first three paragraphs and 72% consume 25% or less of a story.

Beyond changing how readers consume publications and information, mobile platforms also present a significant challenge to a traditional advertising-supported publishing model. Smaller screens place a premium on screen space. Combine the limited screen space with an advertising intolerant consumer in a glance-and-go mode of information consumption and you have the perfect storm for disruption of the entire publishing industry.

Or do you?

Like any disruptive technology, mobile presents the publishing industry with an opportunity. In this case, it’s an opportunity to reinvent their relationship with readers. Mobile savvy publishers can move beyond an episodic, transactional relationship to create true communities around their publishing brands. They can move from being top of mind once a week, month or quarter to being top of mind each and every day. By harnessing their knowledge and making that knowledge available on demand via mobile devices, publishers have the opportunity to become the trusted resource for information and recommendations in their niche.

This new relationship era presents new advertising opportunities for publishers. Once a publisher has curated a community of readers that interact with the publisher, the publisher can monetize access to that community.

Here are three examples:

1. Paid Access — publishers can engage their community of readers to discuss a particular advertiser’s product or allow the advertiser to sponsor a standing chat or conversation the publisher already conducts. In return, the advertiser pays the publisher for guaranteed access/impressions.

2. Research — the focus group isn’t dead, it just moved online. And with tools like the mobile friendly Google Hangout, publishers can create virtual “focus groups” where brands can engage or just watch as their customers talk about their product, category or competitors. Best of all, today’s busy consumer can join these Hangouts from the palm of their hand. What’s that worth to an advertiser?

3. Contextual Marketing – your smart phone always knows two things about you – where you are and what you’re looking at right now. That means the mobile-friendly publisher can sell highly targeted ads along three dimensions – demographic, geographic, and time-of-day.

The future of publishing is in flux but one thing is certain: Mobile is here to stay and the smart, profitable publisher will learn to leverage the unique attributes and opportunities mobile provides to create new and lasting revenue streams.