Mobile publishing is bigger than ever. Bigger than last year, last month, last week or even yesterday as it continues to grow in leaps and bounds in usage across the United States and across the globe.
In 2012 alone, the number of people in the United States who reported owning a smartphone, tablet or PC device grew a whopping 160 percent, according to Deloitte’s seventh annual “State of the Media Democracy” survey. Even more, tablet ownership shot up 177 percent in just one year to 36 percent of the U.S. adult population, and smartphone usage increased by nearly 30 percent to 55 percent of that same population.
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With these impressive statistics, it is easy to see that brands and content publishers should be thrilled, motivated and excited about mobile outreach and strategies. And yet, that isn’t always the case. In fact, some marketers fear mobile and try to avoid it with a sole focus on print.
Why Some Brands and Content Producers Fear Mobile Publishing
- Uncertainty. Some businesses and content producers are uncertain of how to make the transition to mobile or uncertain about its costs. They worry that transitioning their established print collateral material into tablet- and smartphone-friendly layouts will be hard, confusing or expensive.
- Fear of losing control of their brand. Others devoted to print worry that taking their finest marketing materials mobile or to tablets will cause them to lose control of the material and the content.
- Lack of experience. Finally, some marketers and content producers are simply a lot more familiar and comfortable with print—and not so experienced with mobile and tablets. This lack of experience causes them to shy away from the growing variety of mobile and tablet innovations.
Fortunately, All of These Fears are Unfounded
Luckily, making the transition to mobile- and tablet-based solutions is simple, efficient and inexpensive for content producers and brand managers at every level. Savvy marketers never have to lose control of their brand or content, and with just a little bit of experience or assistance, the entire transition to mobile can be seamless, safe and successful.
Marketers, brand managers and content producers should all be aware that there are affordable solutions that can help them migrate their content cross-platform as well as solutions that help to reduce workload for their teams, while allowing their teams to manage content at their own pace.
There is Nothing to Fear about Mobile
Rather than fearing mobile publishing, tablets and smartphones, content producers and marketers should be cheering its growth: Mobile solutions can save businesses and brands both time and money while increasing exposure, sales and overall.