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Your Guide to Surviving Life in the 'Appmosphere'

  |  December 21, 2012   |  Comments

And a question about the future.

If you read my column regularly, you might know that while I am not a big fan of year-end reviews or coming-year predictions, I am a fan of identifying business trends and cycles that help generate prioritized, actionable lists and executable practices. For this last column of 2012, I thought it would be a good idea to shine the light on one business trend that needs your attention in 2013: life in the "appmosphere."

Somewhere toward the middle of the year many publishing brands broke through their well-defined universes and ran rampant across the unbridled appmosphere where they subsequently exploded into fragments of information. Individual social efforts (like Pinterest), branded content, and branded apps led the charge. These were just a few of the initiatives. Other efforts included distributed content models, HTML5 exploration, bundled content (print and digital), and even advertiser-driven initiatives. Individual brands, in many cases, lost their collective brand power as they became individual experiences in the appmosphere. While brands focused on creating niche communities, it seems they forgot that they belonged to one.

In the appmosphere, competition is at its most intense and the least organized. Success requires every brand to become a content publisher. This creates significant dilution across traditional publisher brands. While competition is typically a good thing, some of these new-world publishers have, in some cases, taken on a "cowboy" mentality. For the new-world publisher, the gamer, the entertainment entity, and the small-to-medium-business (SMB), this is truly a new world. These companies see nothing but upside and opportunity. For this new breed of publishers, they are defining the efficiency of the new frontier. Someone needs to own this charge in a way that supports all of our business' profitable growth.

Let's take a look two facts:

  • The Alliance for Audited Media (AAM) reports that more than 80 of all media brands have developed branded apps for different mobile platforms.
  • They create, distribute, and, in only 40 percent of the cases (measured by the AAM), charge for their content.

This mad rush to branded apps, with little to no consumer monetization or drive to continued engagement, causes pause. And, so does a fragmented, multi-app approach with the same operating environment. Survival in the appmosphere requires a few key areas of focus:

  1. Build a monetization strategy for your apps that doesn't dilute your brand efforts. Giving it away in an app makes it very difficult to charge for it down the road unless there is a unique monetization strategy inside the app.
  2. Create a link between and among your apps to ensure equality in brand presence. Cross-sell space in between apps works very well. Rodale apps showcase a best-in-class approach to this.
  3. When building sponsored, or advertising-funded apps, always include links to your offline and online presence outside of the app world.
  4. Include reasons to return to your app. A hashtag-driven Twitter feed is the easiest way to make this happen.

All of these appmosphere, off-the-cuff trials we have seen in 2012 lead me to ask the question: is it time to form a publishing-oriented council that focuses on best-in-class, go-to-market and business strategies and starts to define the future? Not just a resource of case studies, but ideas around process, procedure, and industry-approved approaches to efforts that elevate all of our businesses.

I'm curious to know if you feel anyone is creating this type of leadership now, or if it's time for a group of us to gather together and take control of driving toward a sustainable appmosphere, driven by content publishing as the leader and supporting business rules that facilitate flourishing futures.

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ABOUT THE AUTHOR

Jeanniey Mullen

Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

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