Mobile publishing changed rapidly over the past few years as technology and strategies improved. The benefit of this explosion in talent and technology has meant that marketers now have a wider array of tools available to them than ever before to disseminate their mobile publishing strategy on a wide array of channels.
That said, one strategy does not work for everyone. If you want to successfully navigate mobile publishing in 2017, you need some solid strategies.
To help you, we asked several experts evaluate the best mobile publishing strategies for your business in the upcoming year.
1. Digital Marketing Strategy
The fastest way to improve your mobile publishing is to look at your digital marketing strategy. As always, quality leads and lists are at the core of any good marketing strategy. That is why Sotiris Bassakaropoulos from Building A Better Blog believes that “the best mobile publishing strategy for 2017 is to convert your digital strategy into a mobile strategy. For our business that means turning our lead generation efforts into mobile leads.
We found that using free mobile apps as a lead generation offer for our prospective customers was a solid strategy to generate traffic. This way we can capture their mobile information, and start up the lead generation process with them through mobile devices.”
Mobile publishing is like other marketing, it all revolves around the content. Therefore, we want to make sure that you spend your time wisely. This starts with ensuring you have the right pieces in place for your mobile publishing empire.
The first step is to audit your efforts to improve your ability to engage with your mobile audience.
Appticles offers a Mobile Audit that provides you with a comprehensive analysis of your current mobile presence, so you can receive the insights and guidance you need to improve your mobile strategy. The next step is to find quality content as Joe Alderson from Valnet states.
He added, “Digital publishers approach words, articles, images and videos as exotic animals that need to be captured.
They understand that these exotic animals are invaluable to the right audiences. When mobile publishers have the right mix of content and audience they then become attractive advertisers who sponsor their content.
To continue with this trend, digital publishers need to improve content for every channel. This means that digital content must be quick to load on screens of all sizes and fully optimized for every possible channel – PC, laptop, smartphone, table, wearable, etc.
Mobile content can only be monetized when publishers have quality content on every channel. Otherwise, their efforts will not be optimized for success.”
On the issue of mobile channels, Erynn LaFlamme of Shouty App believes “the mobile market is fragmented with is a surplus of channels to reach people. The one constant here is that content consumers like receiving their content through pictures and videos. There is a huge need then for a single platform where content be consolidated on a single platform.
Consumers hate the idea of receiving content from 15 different sources, so there is a huge need for either consolidation (Time-Warner & AT&T) or the development of new platforms that can do-it-all. It is the next step in mobile publishing evolution.” The final piece of advice about content comes from Tristan Snell of Snakt.
He believes, “videos are the new photos. Anything that is currently a still image on mobile is going to become a video within the next 3-5 years. Furthermore, anything that is currently a GIF will probably become a video instead. Furthermore, Snapchat will continue to show mixed results for publishers. Most publishers either don’t want to make vertical videos, or don’t know how.
Publishers are also frustrated with the lack of insight they get from Snapchat about the success of their campaigns. Many will start posting videos on Instagram more, instead of or in addition to Snapchat.
The two most important developments in 2016 for mobile publishing were Instagram’s move to allow longer videos, and their copying of Snapchat’s popular Stories feature. Video already exploded on Facebook. Instagram is next.”
As you can see content has had some interesting developments over the past few years. These developments will increase over the next few years even further.
3. Artificial Intelligence
Speaking of changes in content, one of the biggest changes in the upcoming year is the increasing role artificial intelligence (AI) will play in mobile publishing. As technology increases at a rapid pace, content will see a number of shifts to AI.
For example, Vahe Arabian of State of Digital Publishing foresees that “many sites will use automated artificial intelligence bots or voice assistants i.e. Google Home for their data gathering and basic content creation services.”
Mobile publishing is nothing without a solid way to monetize that strategy. However, as Matthew Davis of Reveal Mobile mentioned, “Many app publishers have struggled to monetize their apps through advertising. They will seek out new sources of revenue. One monetization strategy that will gain more traction in 2017 is selling the location data of their audience just as a retailer might sell their customer purchase history to other firms.” This is why Mitchell Reichgut of the Jun Group feels that “Advertisers and publishers must put the consumers first, and mobile is not an exception. The best practice continues to be, to ask audiences before gathering, storing and using their mobile data. Let consumer’s opt-in to a better ad experience, but if they do not want to be tracked or have their data used, publishers and advertiser should respect that.”
5. Mobile Apps
As Uttoran Sen finds, “In 2017, more publishing houses are going to start creating their own apps in addition to creating mobile responsive websites.
As more and more buying decisions are being made on smartphones, the limited scroll and tabbed-browsing options will require new solutions. Therefore, mobile publishing needs apps to help publishers get their message out on different platforms.
One of the biggest pluses to this strategy is that capturing users and keeping them loyal will be easier compared to their desktop versions where the choices and alternatives are greater.” Ian Naylor of the App Institute sees this as the 3rd wave of apps: “The smartphone app evolution began in 2009 with the launch of Apple’s App Store. The 1st Wave of smartphone apps was focused on entertainment and gaming. The 2nd Wave created Corporate and large eCommerce applications such as Uber, Starbucks, Dominos Pizzas, JustEat, Groupon, Wowcher, Amazon, LinkedIn and Facebook. The 3rd Wave is now starting and we will see the localization of smartphone apps, which will improve consumer experience. Enhancing SME to consumer relationships by improving sales, driving loyalty and streamlining communications within the Retail and Service sectors. Low-Code and No-Code tool app creators will become the major driver behind this 3rd Wave by enabling SMEs and non-technical enterprise departments to create just in time solutions.”
However, not everyone believes the picture for mobile apps is rosy next year. Yuval Scarlat of Capriza feels the market is oversaturated.
“While we all love our mobile apps, it’s hard to believe that they offer the optimal interaction model for every user, use case, and content piece.
Although there might be “an app for that,” many consumers and organizations are experiencing app fatigue from the sheer volume of apps in the market. To address this, chatbots and the artificial intelligence behind them will offer new ways for mobile interaction with enterprise applications, along with voice, search, and others.
Some apps like Fandango are now offering a glimpse into the future, in this case, by allowing users to purchase movie tickets via text or Facebook without ever downloading an app. Hubspot just launched a demo of their commercial version. This means the difference between mobile content and artificial intelligence will begin to blur.”
6. Mobile Publishing Security
Swapnil Bhagwat of Orchestrate supposes, “One of the main predictions for 2017 is the rapid increase in mobile security features, which will transform the platform into a secure option for monetary transactions. We believe that 2017 will see more technologies to drive mobile adoption even further.
As mobile publishers search to monetize their efforts, they must ensure consumer confidence in purchases from their mobile platforms.”
7. Gaming and Augmented Reality
While basic games have been available on mobile devices for years, it has only been in the past few years as the speed of mobile processors increased that quality mobile gaming exploded.
The next stage of this is evolution is augmented reality. Beata Sakharova of Mobile Up, LLC noted how, “This year Pokémon Go was the largest gaming launch of the year. It introduced a new level of content creation through Augmented Reality applications. Although Pokémon Go popularity dwindled, it is the first in a new breed of gaming content. We believe that this hype will increase in 2017.”
Mobile publishing in 2017 will look nothing like publishing of years gone by. The increase in artificial intelligence, data tracking, and new tools means that mobile publishing is entering a new age.
For mobile publishers to be prepared for these changes, they need to adapt to the technology so they can remain competitive. If you are serious about mobile publishing in 2017, do a mobile audit for your mobile publishing site. That way you will have actionable recommendations you can apply to your mobile publishing website.