Today’s digital world is saturated with spam, e-mail, blogs, tweets, posts, reviews and so much more – so is there still any room in this landscape for a digital magazine? At Zmags, we believe there is plenty, and when executed properly, the digital magazine can be an effective tool for driving more traffic and establishing a strong brand identity among customers.
Whether commerce-enabled or media rich (or a combination of the two), digital magazines are still a place for authentic brand building. Magazines offer an opportunity to build engagement, loyalty, and trust, making “add to cart” an easier proposition down the road. The beauty of all this is the transparency to reader behavior. The engagement time, reader behavior and purchasing patterns can all be tracked through powerful online analytic.
Digital Magazines offer up the opportunity to bring a traditional print experience alive. Whether that’s via video, animation, interactive and dynamic content or being able to purchase what you are reading about or is being advertised. All this is available wherever your customer is, whenever they want to consumer it and whatever device they happen to be using.
If readers are able to view the magazine in a channel or format that they are already comfortable being on, then they are more likely to linger there and consume in-depth content. Audi proved this theory true when it integrated its magazine into an easily accessible experience on Facebook. The result: increased readership by 1500%, three quarters of it attributable to Facebook directly.
Beyond increasing readership and exposure, digital magazines can also still support e-commerce initiatives. For those that are e-commerce crazed, magazines can serve as a cultivator of new customers and an introduction to the brand value in a “get them in the door” strategy. Today’s consumer is concerned with engaging experiences and content that adds value – the digital magazine can accomplish both of these when executed properly, providing interactive content across multiple channels and editing in real time.
What separates digital magazines from their print ancestors is not simply easier access and saving paper – it’s the ability to be interactive and create a dialogue. When the brand is listening as much as it is putting forth a message, engagement can occur. When a user can expand or collapse content, select from multiple options of images and videos, and contribute reviews and feedback, there’s a sense of control and empowerment that print magazine readers could never have imagined. That interactivity is what breeds trust and brand loyalty, can be measured and will pay dividends in the long run.