What are current challenges in digital market developments for professional publishers? And how to tackle them? (Part II)
In May we attended the PPA Festival in London – a professional conference for the publishing industry. Our colleague York Walterscheid and Leonard Burns from TIME Inc. had an interesting discussion on stage about the above topic. Some highlights are re-written here.
Part one covers the challenges and the right marketing strategy for your digital channels.
Part two covers advise on “How to WOW? How to turn your users into paying customers?”.
How to WOW? How to turn your users into paying customers?
This is all about the second stage in an app marketing funnel on the way to convert the prospects. Once they actually have downloaded the app, you need to get them engaged and willing to discover your content. You definitely need to “WOW” the app users to convince them to actually stay engaged. You need to have mobile-optimised content, and prepare the content in a way that the “finger never stops exploring”. It needs to be engaging. You can use push notifications to stay in touch and inform about new content updates, and you constantly need to publish new content. You can use cross-referencing to pull them back to the app, e.g. now Google even offers App Content as search results. Another option to engage the users are videos for example by integrating BuzzFeed. You can offer rewards for heavy users or any kind of gamification options.
Convince your readers with great value-adds
In order to convince your readers, there needs to be a value-add for them – additional services, freemium/premium content, buy-one-get-one-free, time savings, etc.; some publishers do that very well, e.g. The Economist Espresso. The app demonstrates how to earn money with in-app purchases. Every morning, it provides its customers with an overview of the most important topics of the day compiled by editors. The app is available free of charge, including one freely accessible article per day. Besides that, full access will cost $3.99 a month. In February 2018, the app recorded almost 30,000 downloads and generated sales of more than $230,000. Most noteworthy, a big plus of this strategy is the low installation inhibition threshold. As a company, this gives you the opportunity to inspire users with sample content and arouse curiosity through additional offers. However, these examples again promote app as stand alone, but the digital channels need to be one harmonized ecosystem that a user enjoys and recognizes. Digital corporate identity will only work if web, app and whatever will come up work closely together and are mutually beneficial. If you want to learn more about how you can reliably convince your users with great value-adds, read our free current white paper on app monetisation.