Moving into the second quarter of 2017, it has become clear that huge shifts are taking place in the media- and app marketing industry. Social media is increasingly playing a role in announcing, reporting, revealing and sharing news in every arena, from denouncing Donald Trump’s early morning political Twitters to advertising the hottest new movies currently being streamed on local SA TV.

Research reveals that the popularity of streaming devices and smartphones indicate the media- and app marketing industry’s rapid transition to a direct-to-consumer platform. Elements such as:

  • Fixed and wireless connectivity
  • Expanding number of connected devices and routes
  • New avenues of monetizing, production and distribution
  • Moving away from traditional strategies into fresh, unmarked routes to reach customers and consumers.

That is the ultimate destination: both customers and consumers must be empowered to have content readily available to choose from by means of a variety of options and devices. Content refers to platforms, experiences, and brands that are differentiated not only by the quality of the content but by the quality of customization and convenience too.

‘Ap-plying’ the media to winning in 2017

What is the formula for a successful journey through the world of modern media? It is expected that investment and innovation in the media ecosystem – for example, video and music app content developers, -providers, -networks and -distributors – will focus increasingly on a winning combination of digital technology by using content and user experience as a guide to discovery and balance.

It seems accepted that the most appealing vehicle today is the smartphone. This comes as no surprise in a society where smartphone users apparently spend every two out of their three minutes of digital media time on social media and in areas where apps dominate, for example, Facebook, Twitter, Instagram, Pandora and Apple Music, to name but a few app marketing platforms. According to comScore, users spend 71% of their time on mobile devices using Apps and the top five apps corner 88% of a user’s app time, driving advertising revenue into billions of dollars. Thus, mobile consumption growth and the improvement in the quality of mobile app advertising results in better investment returns for marketers, driving an increase in mobile spending and higher mobile prices. In fact, the largest apps are the distributors.

Monetizing apps

Clearly in an app-driven world media and marketing need to focus on three intersecting aspects to maximize our customer base: first, our branded digital destinations, second our off-site, off-app distribution, and last but not least, combining the establishment of social media partnerships sites with the development of modern, attractive and user-friendly apps for our own business model. The goal must be to have an app that operates easily on various devices and can reach a broad and loyal consumer base. Most importantly, such an app must arrive at observation- and data-driven insights into our customer needs; offer them new creative experiences and products; must show potential growth, and be able to identify cross-selling opportunities to existing features and services.