Time to bring your content to life on Mobile!
It’s now a well-established trend that content has moved to mobile – more specifically, to mobile apps. In 2014, for instance, we saw a staggering 86% of mobile content being consumed on mobile apps, as opposed to 14% on a mobile web browser. Marketers, needless to say, need to adapt.
Adaptation, and change, were in fact what kicked-off our London DPS Symposium 2014 last November 6. In an age ruled by content as the de facto currency for smart digital marketers, the message of the day was clear: it’s time to bring your content to life.
Tony Markovsi, Head of EMEA Digital Publishing Sales at Adobe, kicked-off the event with an important question – “what is the future of digital business?” – which resulted in three answers. First, the future is now; “it happened yesterday,” as we see more and more smart marketers working to get ahead. Second, as more people shift their content consumption to their smartphones and tablets, the future is mobile. Third, powered by the right tools, the future is all about the right mindset.
It’s now paramount that marketers shift from the mindset of the disrupted to the mindset of the disruptor and become what Tony labelled “digerati.” And what makes these “digerati” different? Let’s quickly look at the numbers: on average, they’re 26% more profitable, generate 9% more revenue and carry a 12% higher market value.
How should brands adapt to this new reality? Next on stage was Scott Seaborn, an award-winning creative director and trustee of D&AD who presented his vision for mobile in 2020. Mobile, in Scott’s words, is the new canvas for creativity, and brands need to become more agile to fully leverage its potential. According to Scott, we need to “work with change, but change as you work,” and in an age where agile frameworks allow companies to effectively ship new mobile products in less than a week, being lean is essential. The main insight for a hyper-connected world: do fewer things but do them more frequently and learn as you go with user feedback.
So which brands are doing it right? The Museo del Prado is a great example, and to showcase that we welcomed next on stage the museum’s General Manager Cristina Alovisetti and Graphic Designer Fernando Gutierrez. By enriching the museum experience with the mobile app “Guia del Prado,” which features 400 high-quality images, 9 languages, 50 enlarged works, 50 related works and more, we were able to understand how mobile is also changing the way we celebrate the arts.
After a short break, Royston Seaward from Deloitte Digital stepped on stage to discuss how marketing departments are evolving to stand out in a digital world. The pace of change, according to Royston, is accelerating, and we can expect further disruption with a third wave of technology. Specifically, there are five forces of disruption to consider and Deloitte’s research is clear: mobile and social are the biggest influences on consumer purchases today. Brand trust is key.
One of the particular challenges is how seemingly more conservative or corporate brands can craft interesting stories through digital publishing. The perfect example would come soon enough, as editor in chief Mario Vigl showcased what Allianz are currently doing with mobile: enter the Allianz 1890 magazine. Through it, Allianz has a direct line of communication with its customers through long-form stories which, according to Mario, bring humanity to the brand. One of the top examples to wrap-up the first half of the day: a thorough thought exercise around how much would cost to insure Middle Earth.
We resumed the afternoon with two breakout sessions. The first, hosted by Thomas Eusterholz from efficientM, showcased BMW’s worldwide efforts to empower their sales representatives at scale and confirmed the ubiquity of mobile even in a corporate sales environment. On a separate room, Siegbert Mattheis got the audience to play with tablets, to make his case on how the booming gamification industry can effectively combine with smart mobile apps to accomplish business objectives.
Next on stage was Matt Collins, founder and creative director of corporate communication agency Zephyr, with the inspiring World Trade Organization case study. According to Matt, understanding your audience is essential to deliver an optimal mobile experience, and Zephyr’s work with the WTO confirmed that Adobe DPS was the right tool for the job.
One question was left in the audience’s mind: “what can Adobe DPS do for my business?” To answer that, Adobe’s own Mitch Green and Klaasjan Tukker wrapped-up the event with a more practical talk around how Adobe DPS enables businesses to effectively bring their content to life. Shifting content to a mobile format is more than simply adapting what already exists, because as Klaasjan mentioned, “browsing through a brochure is nice, but I want an experience.”
The best part is that many companies and brands are already changing to face these new challenges:
- Hyundai has increased brand engagement with its mobile product brochure that features, among others, an interactive view of the cars’ interiors with in-line video, audio, 360 rotation, smooth scrolling and integrated shopping tools.
- Sotheby’s developed an app that provides its sales representatives with engaging content, leading in these last two years to 130,000 app launches and 70,000 folio downloads worldwide, while saving £1 million in printing costs annually.
- Technology consulting firm Booz Allen Hamilton created an app to deliver compelling content to its staff, with 18,000 of the firm’s 25,000 employees now enrolled in a mobile device management solution.
It is no longer a surprise that the mobile content train is moving, so the question remains: how can brands smartly get on board? Is yours already on the move? If you’re interested in knowing more about how digital publishing can help your business, you might want to start with its transformational role in sales enablement. Or maybe discover how renowned brands like PADI or Red Bull have been using digital publishing to foster engagement in the mobile age – with proven results.
If you’re interested in discussing how you see digital publishing impacting your business, you can also find us on Twitter at @AdobeDigitalPub.