The largest mobile growth area is now what is beginning to be known as mCommerce. Consumers are becoming more accustomed to buying on the go, and often research and purchase via mobile devices, through mobile apps that they trust and from within digital publications’ advertisements, to name just a few. Because of the ease of mobile app purchasing, and the number of traditional and web-based businesses that have invested in mobile apps, mCommerce is set to take off.
In-app advertising is a natural fit for digital magazines and print-to-digital publications of all sorts, and an easy gateway for mCommerce. Mobile apps represent the next iteration of targeted, personalized marketing, and digital publishers must optimize it in order to take advantage of the growth trends around mobile app usage and revenue. Brand loyalty has long been the strength of print magazines, and the brand remains an important part of customer engagement and publisher’s profits.
As we have said before on these pages, according to research firm Gartner, mobile apps will have been downloaded 268 billion times by 2017. They will have generated $77 billion in revenue, and users will be providing streams of personalized data to more than 100 apps and services a day whether they know they are doing so or not. mCommerce is the logical next step in the monetizing and use of these analytics.