The Print Industry has had a couple of centuries of trial –and –error in advertising, to find solutions for their challenges. The same kind of challenges and problems also bedevil the digital side of the advertising business. Fraud, Ad blockers and Mobilegeddon are the digital counterparts for problems handled in the Print side of the business.
5 Universal problems experienced by Digital and Print Magazines in advertising; and how to deal with it
- Consumers hate your advertising: A recent study found that consumers hate pop-up ads and mobile phone ads the most. Not a good beginning for any customer relationship. Magazine publishers figured out ways to advertise without annoying their readers and rather delighting them with their innovative solutions.
- Audited Circulation: You need more regulating than just self-policing when starting an advertisement. Abiding by the rules and providing correct documentation to the correct authorities may be a hassle, but audited circulation goes a long way to solve many problems. The Print world addressed this problem decades ago.
- Your Editorial Reputation is affected directly by the ads you publish: Sleazy, Spammy or Scammy ads do not endear you to your readers. They put less trust in the content you deliver when they are confronted with pop-ups or unrelated advertising to the ‘premium content’ they expected. That Print magazine lesson was forgotten by digital magazines.
- Relevant Content in Advertisements: Readers tolerates advertisements as long as the content is worthwhile. If there is only a message and no content it might not even be read. Ad-banks, charged at lower prices, were a saviour for printed magazines. Ads grouped together without interfering with other content might be a solution for digital magazines.
- A Clean Canvas is needed to display your Content at its best: Printed magazines learned that you cannot offer up space on your content pages for advertisements. Rather put them page to page and have a good space for content. Publishers on the web are now relearning that quality beats quantity lesson. Articles do not need commercial messages popping up or crawling all over your article.
Even though the demand for printed magazines lessened through the years and digital magazines flourished, the digital market can learn a few important facts from their print market counterparts.…Read More
To start working toward launching a Digital Magazine you will need focus, a plan and the expertise and tips from people that had already done just that. You do not need to figure out things for yourself, there is loads of information already documented, you just need to implement the information.
Tips to guide you towards your ultimate goal; Publishing a Digital Magazine
Start with a subscription website. There are many types to chose from, where your choice will be influenced by your goals. You will need a portal with content to drive traffic and a store where visitors can buy your products.
Your website should be built to optimise the conversion of visitors to e-mail subscribers. This means you will receive a free report for every category on your web and you can harvest e-mail addresses in return for those reports. Your e-mail list consists of the people who most visited your web and your loyal fans.
Send e-mails regularly to your subscribers. Your e-mails should be of high-quality editorial, as well as, promotional content.
Promote your digital magazine. Consumers love digital magazines, but they need to know yours exist. Find places to tell your potential readers about your magazine, for instance, social media, and mailings to other customers, and also through sending e-mails to possible new consumers.
Consumers want you to use all technology available to you. The video is a big attraction at the moment. You should include videos in your digital magazine content on your subscription website. Try to get bloggers in your content niche to provide videos in return for exposure. Get a camera and make your own videos. It does not need to be fancy.
Above all else, as a digital publisher, you need to be willing to deliver your magazine content on every platform available to you. This means websites, e-mails, magazines, both print and digital, videos, books and events.
Remember to re-use, recycle and repurpose content you already have and new content that you are creating. You will become a very profitable and successful digital publisher.
The Internet is full of ‘must-do’ lists on web design and Internet Marketing. You will find many different tips on what to try and, what to use, how to manage customers and how to find customers over the Internet.
Knowing which mistakes to avoid is, however, just as important as realising what practices to follow and which tips to implement.
5 Mistakes to be on the lookout for when using Digital Marketing
- Pestering your customers. Marketing through e-mail is very valuable for your business. However, lots of companies use e-mails to badger their customers, sometimes several times per week, with one offer after another. Be sure to mix some informative articles and ideas in between your sales pitches. Your customers do not want to feel that you contact them only when you want something.
- Promoting too many discounts and sales. When you constantly have products on sale or giving discounts, your customers expect to buy your products for less. In the end, your customers would not want to buy your products when its regular priced. This will cause problems with your regular revenue when you do not have a discount or sale event.
- Sounding just like your competitors. Do not adopt the approach of copying your competitor’s web content or describe your company in the same manner they do. Rather find ways to let your business stand out in a unique way. Different catch the eye and draw people in.
- Not building trust. Consumers are sceptic about what they read on the Internet. It is up to you to do everything you can to build trust and credibility on your website. Show that your business transactions are safe and trustworthy and that other customers are willing to vouch for you.
- Ignoring online reviews. Online reviews are a very important marketing tool. Reviews are your online word-of-mouth. Encourage your customers to leave good reviews. When feedback is not good, take action immediately.
If you are making these mistakes, the first step would be in realising that they are holding you back. Decide to be smarter in the future and start working towards eliminating the things holding you back.