Earn money with content and apps
The days when readers took out annual subscriptions to publications seem to be over. Today, content must be presented in a multimedia format and available for purchase in bite-sized portions. The future belongs to cleverly structured, clearly positioned offerings that also include specific small applications. Hansres Emch, co-founder of the Adliswil-based marketing and communications agency Polytrop, knows how to make money from content.
From now on, every third issue of Werbewoche will feature our new technology column, written by technology expert Hansres Emch. Do you have any questions or suggestions? Then send an e-mail to [email protected] or [email protected].
Our publication morsel captivates in the basis by a clearly aligned content concept with unique, sensibly graded cross-media areas and topic-specific applications. The reader immediately perceives these tasty and coherent content morsels as added value. Our publication morsel has long since had to be more than just a landing page for the entire cream slice. Functions such as an automatic shopping list directly from the recipe, a personalizable allergy barometer, or a personal mushroom guide look good in the respective package offer - unless you are presenting daily news or fiction. Coherent additional benefits in the form of small applications increase the sexiness of any publication. A good example of this are the infographics of 20 Minuten. So please don't stop at the flip page catalog.
Cross-media interactions
In general, let's say goodbye to scrolling. Gesture controls open up new spheres of content handling. Intuitively guided content zones can already be animated, compared or navigated separately. And that's just the beginning. Offering 3D user guidance in specialist formats and teaching materials in the future (examples: http://bit. ly/qLwcSf, www.bjork.com) is not only of educational value.
Content enjoyment with microbilling and hybrid apps
Readers want to be able to "consume" their publication morsels in just a few steps. So content packages must be easily accessible, enjoyable at any time, and easy to purchase. Just like in the Appstore. The time of native apps will soon be over. In the future, hybrid apps will simplify all kinds of applications (www.phonegap.com).
Content marketing
We know who consumed our publication morsel, when, with which device and how, and often we even know where. These are interesting facts that help us to create offers that are even more specific, meaningful, user-friendly and attractive. The feedback data obtained can be finely granulated according to the needs of marketing - and should therefore be given the rating "valuable" at least in the medium term.
Last but not least: Technology
The interactive possibilities opened up by sensors in mobile devices are many and varied: infrared interfaces for control processes, projection panels, integrated identification processes and filter functions will bring publication, interaction and control processes even closer to the product. And readers will initiate the personalized production process via their pad. So these are golden times for technology pioneers. 6 from 10
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