The raison d’etre of the digital publishing business is to use mobile, social and analytics platforms to boost sales and improve marketing and customer service. Successfully transitioning your paper publications to digital requires posing and answering questions that are pertinent to your business model, and understanding your desired outcome.
At their best, digital publications and mobile apps help companies connect with their customers, and regardless of the industry, the desired outcome is to provide such a positive, fulfilling experience that your customers will come back for more, and even more importantly, give your product credibility by recommending it. Consumers are connected in ways that didn’t exist even a few years ago, and all transactions, whether social or consumer, are truly relational. Networking, either organized or informal is becoming the new social model.
Accenture, whose just-published 2013 Technology Vision ‘s theme is Every Business is a Digital Business, state, in part, that “In the new world, our digital efforts will be the key to how we innovate and expand our business.”
Customers have the ability to become your advertisers in a real way, with broad reach to like-minded people. They’re connected to brands and actively participate by expressing their likes and dislikes via social media. It is incumbent on organizations to recognize that today’s consumer expects a personalized experience, and if they don’t get it, they won’t be back and they’ll tell everyone about it.