Thirty-Six Tips for Developing a Successful Mobile Publishing Strategy
3. For teens, text messages are social currency.
Teens welcome your SMS (short message service) marketing campaigns because of the importance of texting in their lives, O'Connell says. "They are popular because they are receiving these messages, and it's not always from their friends. It could be from the brand—as long as it's dinging in class, they get that social currency."
4. Use popular platforms to drive audiences.
Knowing that SMS rules among teens, HarperCollins primarily uses text messaging to drive teens to mobile destination sites, such as a call to action, i.e., "Text lcstyle to get tips from [author Lauren Conrad]."
5. Keep content simple and engaging.
Mobile content offered by O'Connell includes videos, quizzes, polls, Q&As with the author, and other exclusive content. "I definitely start small," she says. "These are on-the-go users. They are not there reading for an extended time. They are looking for that basic information—a little interaction and they're off again. So keep it simple."
6. Educate consumers about new technology.
HarperCollins Children's Books began experimenting with QR Codes in book marketing a year ago, when the technology was brand-new to these shores. Since then, use of the technology has grown steadily as the publisher has educated its young consumers (through print and digital channels) on what the codes are and how to use them. "When we launch a feature for a book, we always include a 'What Is This' [icon] with a little picture of the QR Code," she says. "We're starting to educate consumers at all touch points so that when we roll out this technology, they know ... how to interact with it."
7. Mobile can be both a marketing and content delivery tool.
O'Connell conceives of mobile in terms of building long-term relationships with engaged teens, which encompasses both a marketing component (alerts and information on books and authors) and enhancing the reading experience, whether by providing additional content or through interactive experiences, such as a scavenger hunt using geo-targeting and cell phone cameras.