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2. Segment-specific requirements. Effective digital initiatives are specific to each market segment, each content type, and "vertical" served. An effective digital strategy for food and cooking would likely be quite different from higher education, poetry or trade. Yet the bandwagon effect often has everyone jumping on the same solution, often with disappointing results. Publishers need to step back from shoveling their backlists into mobile wrappers, and consider what mobility means to their specific customer segments, and how new value can be delivered to their customers' specific needs.
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- Companies:
- Libre Digital
- The New York Times
- People:
- Andrew Brenneman
- Guy Tasaka
Andrew Brenneman
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