Thirty-Six Tips for Developing a Successful Mobile Publishing Strategy
Create and enhance mobile content that draws in readers
and generates revenue.
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Database building and long-term customer relationship management is a key component of HarperCollins' strategy moving forward. "ECRM [electronic customer relationship management] is becoming increasingly important to our industry," O'Connell says. "We have an opportunity to [acquire] a teen subscriber [through mobile] and grow with them—so as they age up, we can, through this ECRM database, start getting their preferences and seeing their changes in reading habits, and deliver content based on those changes and preferences.
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Jim Sturdivant
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