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marketing
A recent article published by Digiday stated how various subscription-based sports sites are successfully driving subscriptions to their content. (https://digiday.com/media/subscription-sports-sites-scored-early-wins/). Feel free to indulge in the complete article but in summary - the success of subscription sports sites is primarily due to “local sports coverage, which attracts especially passionate, engaged readers”.
Interested in finding out how Unify can unite your marketing and sales processes? We would be too.
Las Vegas is well known for elaborate casinos and larger than life entertainment. Huddled within the grandeur that is ‘The Strip’ is one of America’s most recognizable brands – Coca-Cola. The Coca-Cola Store, despite the ample competition for attention, stands out among the other distractions. It showcases a sun-eclipsing, moulded bottle (pictured) with the ‘classic’ Coca-Cola typography serving as a beaming icon which funnels the millions of heat-exhausted tourists who walk the strip annually.
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Constant connectivity, endless to-do lists, and minute-by-minute planning (as opposed to hour-by-hour) puts an enormous amount of pressure on publishers, marketers, content curators and so on to produce quality efficiently. Automation has not generated the ample free time as it was expected. It has helped reduce the number of resources required for production but has not lessened the burden of time.
It is evident, when viewing digital editions across a number of platforms, that in many cases the final product falls flat. Let's define 'falls flat'. When we say 'falls flat' we are not referring to a digital publication that over-saturates the pages with multi-media such as video, audio or image galleries. We are simply referring to a website URL not being linked within an advertiser's ad space. This is a lost opportunity for both the publication and for the advertiser.
In discussions with other similar technology vendors we often resolve to a similar thought - the tools and features available are disproportionately underutilized. But is that really a surprise based on the opening paragraph? Time is of the essence. There is no time to read the email where the tool is introduced, learn about benefits of the tool, learn how to implement the tool and then to actually implement the tool into the digital edition. We get it.
And it is not uncommon to find out that a Flip Page edition is being circulated through one channel - a website. A website that has failed to generate recurring traffic due to it's static nature. No fresh content, no outgoing emails, no social media interaction, no digital advertising and essentially no chance for success. All of those things take time. Time is of the essence. We get it.
That is why Flip Page Publishing has expanded our solution set. With our extensive knowledge and experience we can help lessen the burden of time. Instead of missing opportunities with your Flip Page editions let us handle them entirely. We'll consult with you to maximize return. We'll help you generate a new audience. We'll help you communicate with your existing audience. We'll prolong the interaction between your audience and your brand. Time is of the essence. We get it.
Contact us for more details!
Flip Page Publishing announced today that they have expanded the output capabilities of their HTML5 publication viewer. Originally slated to be the mobile viewer of choice for Flip Page readers the HTML5 build has now been expanded to desktop viewing as well.
“Sometimes it is just a matter of meeting demands” replied Sean McKenna - Flip Page Publishing’s Sales Manager.
Flip Page Publishing had released its new HTML5 mobile viewer just weeks earlier but was already receiving requests to make this a desktop option as well.
“The mobile viewer has been really well received” stated Flip Page Publishing President Brent Palmer.
Previously, the HTML or Flash based editions would ‘switch on the fly’ to the new HTML5 mobile viewer when a mobile user attempted to access a Flip Page edition. However, content publishers are now provided the ability to put the HTML5 version into non-mobile reader’s hands as well.
When asked how the new HTML5 desktop version is received on desktop browsers Flip Page Publishing’s Sean McKenna remarked “It is really slick. The toolbar overlay in the HTML5 version, which removes the visual toolbar, offers an expanded layout compared to the standard Flash and HTML based versions. It just means that paginated content occupies more of the display’s landscape which is what you want”.
Flip Page Publishing maintains that current versions of all of the major internet browsers (Google Chrome, Mozilla Firefox, Apple’s Safari, and Internet Explorer) support HTML5. “An upgraded programming language for browsers is long overdue” stated IT Consultant Mark Reynolds. “As the HTML5 language continues to expand, the browser support for this language will follow suit” he concluded.
Flip Page has stated that the HTML5 desktop viewer renders exactly the same as the HTML5 mobile version and includes the same toolset as the mobile product.
How does a publisher take advantage of the new HTML5 desktop version? Flip Page Publishing has made it very simple. There is a new option in the Issue Settings ‘Viewer Version’ dropdown called ‘HTML 5 Viewer’. Select this option during issue setup to offer your Flip Page editions in HTML5 to both mobile and desktop readers.
There are a predicted 7 billion cookies consumed in a given year in North America alone. They come in a variety of flavours, shapes, brands and sizes which are equally delightful. But the physical cookie doesn’t stand alone. It has a digital counterpart - the web cookie – and we also consume an incredible amount of these as well. Unfortunately for the sweet-tooth, web cookies have no physical form, or smell, or flavour or anything that would relate them to their namesake.
So what do web cookies do? Cookies are small bits of data that are transmitted between a web browser and the web site being visited. Much like the baked product they come in a number of shapes and sizes. Some cookies provide a better web experience, others authenticate users, some store information, and others track usage. If you have ever visited a website and noticed that on the second visit to that same site the experience was faster, smoother, or adapted to your preferences you can thank a cookie.
Would you like to gain some insight on the impact that web cookies have on web browsing? Try this recipe - the next time that you find yourself aimlessly browsing the web turn off or disable cookies in your web browser (here are instructions on how to do this for Internet Explorer, Firefox, Chrome and Safari). You will be surprised. There is very little successful web browsing that can occur with cookies in a ‘disabled’ state. The images in our April 2013 Newsletter are the result of a one hour, cookie disabled, browsing experience.
So does Flip Page Publishing use cookies? We do - in a number of different applications and uses as has previously been mentioned. Our cookies authenticate users (ie. subscriptions or free registrations), create a better browsing experience (stored images to facilitate page rendering), track reader usage (analytics) and store information (bookmarks, notes). Without the use of cookies the functionality of our platform would be severely limited.
It may seem that 7 billion cookies consumed per given year is a large number. What if the population of North America were to eat a chocolate chip cookie for each website visit in a day? How quickly would we reach 7 billion cookies consumed? I would guess a single week. After a week it would not be long before weight gain, elevated blood sugar and tooth decay set in. But all is not lost. We can continue to digest morsel after morsel of web cookie and enjoy the heightened browsing experience as a result.
One of the greatest attributes of a Flip Page edition is the ability to distribute print media to all clients or customers quickly and cost effectively via email. However, in order to distribute an email campaign to a customer base, well, customer emails are needed. There are a number of methods that can be used to entice a potential customer to subscribe to a brand or to create ‘leads’. The intention, at least for this blog, is not to provide insight into all of the approaches but rather to generate awareness of one - ‘The Flip Page Registration’. The Flip Page Registration is essentially a free subscription tool. It allows the publisher or business to prompt a reader or customer, at any point within the Flip Page edition, to provide data into customizable fields. A sampling of this lead generation tool can be found in this digital brochure. The information that a customer provides is then captured in a database where the publisher or business can extract it for future use ie. the next email campaign!Any marketing effort should seek to generate new leads as well as foster the existing customer relationships. Here is a potential ‘use case’ for using the Flip Page Registration...A company sends a digital flyer to the customers in its current database via email. The digital flyer is circulated from members of the database to other non-members (leads) using the common share tools that are available with each Flip Page edition. For example, Sally Smith decides to share the digital flyer to her Facebook wall. A number of Sally’s friends are intrigued by the share and click on the link on Sally’s wall. None of these new viewers are actual email subscribers to the digital flyer and are potential customer acquisitions. These non-customers view the digital flyer and are intrigued by the products that are available. As they navigate to the end of the digital flyer they are prompted with an optional form to subscribe to future flyers of that brand. The means by which the customer data was collected is non-invasive and meets regulatory controls because of the ‘optional’ nature of the registration. The customer data that is collected is customizable and provided fields can be offered as ‘optional’ or ‘required’.In the above scenario, a non-customer becomes a potential lead as they progress from having no affiliation with a brand to ‘opting in’ for future information. However, this scenario can only occur if you have the ability to capture that customer at the time of engagement. If the customer is not offered the ability to provide their data (or ‘register’) in that moment then it is assumed that they will find another way to seek out your brand. That presents a flaw in the customer acquisition process (as pictured). A new lead cannot be acquired if there are not presented with an opportunity to engage with a brand. A digital print media campaign using effective marketing practices should work to increase your brands prominence and provide increased opportunity to acquire new clients!
