More structure means more freedom for your content. If you’d like to make your content both adaptive and reusable in the future, you need to divide it into meaningful parts. Publishing anything on the Internet means that this piece of content will go to a database where zillions of other articles and webpages are stored. You need to add structure to your content so you don’t lose it and can work with it later.
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.
Even if you have broken the ice and finally got your mobile app approved by the App Store, your first thousand downloads are just the beginning. The competition in the world of mobile apps is crazy – just think about the number of apps you open daily. I bet just a few of them have won your heart, and the rest remain there just because you have no time to delete them.
What your app users actually want is the inspiration to open your branded app every day, regardless of whether this is the first, second or twenty-third time they’ve used it. Retaining your customers via mobile is your way finally to monetize a loyal audience and to foster a long-term relationship with your brand. Finding out what actually pushes your customers to use your app will quite often show you the ineffective elements or chapters, and allow you to add more value to the really efficient ones. So how do you measure this thing – mobile app retention?