Digital Directions: 3 Keys to an Effective Mobile Strategy
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In their excitement, many publishing organizations have rushed forward to create their initial mobile offerings with little strategic planning: A great impetus exists to get apps out to the market as soon as possible; the strategic thinking can come later.
In a previous column, I lambasted what I saw as a herd-like mentality of publishers rushing into mobile apps. This is not a lack of faith on my part in the medium, nor a wish to be a damper on product experimentation, which I think can be valuable. My concern is that rushing into delivering a mobile app without developing a strategy to deliver real value can have negative effects for the publisher and the industry at large.
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Andrew Brenneman
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