Every platform is unique, and content that’s great for print isn’t likely to look as good on the Internet. Desktop and mobile website versions, as well as mobile apps, require completely different design solutions. Moreover, iOS app design is very different from app design on Android. In order to make your content flowing and user-friendly, it’s not enough just to put it onto a new platform without working on the overall design. If your materials contain integrated mapping, formatting, and styles for a particular device, you need to clear all of that data and do some new mapping and formatting according to the requirements for your new device or platform. The problem is that your styles often include additional meaning.
I recently wrote a blog post on branching content , and now I’d like to explain the solution that will keep your audience happy in terms of content representation. Just for a moment, let’s imagine that all of your clients, regardless of whether they’re desktop or mobile, receive the same content on all platforms. This content is well-designed and properly structured: it works cross-platform. If you want to emphasize certain content for a specific group of users, you can do so effortlessly with the help of adaptive content.
Imagine a situation in which some ordinary sales director provides his entire team of sales representatives with iPads. They are cool, easy to use for sales, and handy for demonstrating product presentations to potential clients. And they look more prestigious than a boring laptop. This is actually a trend: up to 80% of all entrepreneurs, according to Model Metrics, are going to introduce tablets to the sales process by the end of 2015, and about 50% of them regard tablets as direct sales instruments.
IT specialists start brainstorming about how exactly the mobile app for the company will look and how mobile UX should function on the iPad. They start visualizing all the beautiful diagrams, graphics, rich media, videos, even product features that can be modified at once.
Although it may sound very attractive, they are multiple questions that you as a marketer and content strategist should ask before you go ahead with moving content to the iPad.
When marketing a mobile app, you need to start thinking from the perspective of a mobile app user-experience designer. What’s next in mobile app building? Let’s learn more about a very interesting trend: mobile apps aren’t just independent sources or destinations anymore—they’ve turned into publishing tools instead.