Issuu Insights: A Look Back at 2020 to Leverage for 2021
As 2020 comes to a close, let’s take a step back to learn what can be brought forward to 2021. Meghan Cole, resident Style Extraordinaire and Marketing Expert walked through the lessons of 2020 in a webinar that can be watched here if you missed it.
From basic marketing strategies to learning trending behaviors of digital consumers, Issuu is not only a tool to reach your audience but a resource on how to do it.
Planning for 2021
The first thing to learn about is omnichannel solutions for marketing. Omnichannel solutions drive desired behavior across multiple touchpoints.
This graphic illustrates the difference between multichannel and omnichannel marketing:
Utilizing omnichannel solutions rather than manually handling different channels of reaching consumers gives a more organic user-end experience while also reducing efforts on their side.
Another strategy that is great for budding marketers to familiarize themselves with and that experienced marketers use often is the concept of content calendars. Often used to schedule social media and blog posts ahead of time, content calendars build consistent messaging across different topics for brands to outline assets and authenticate the brand.
Issuu conveniently provides monthly content calendars as shown here for December 2020.
There is a rise in interactive digital solutions which are immersive and interactive. That can mean a tactile page turn on a digital flipbook or adding links and videos to otherwise static content.
Other interactive and immersive experiences are mobile social stories. Specifically vertical video content prevalent among smartphone users especially on platforms such as Instagram and TikTok. On top of a 75% surge in cellular data consumption recorded in March from a year earlier, there is a correlation between larger screen sizes and higher consumption of vertical video content according to NPD. This information can be leveraged when making 2021’s content calendars.
Finally, it is also a good idea to see how these all work for brands via statistics and analytics to help understand and identify the audience being reached by them.
How Issuu Can Help
There are a plethora of Issuu features to be used in a marketing toolkit. In this webinar recap, there is a handful to highlight.
What started it all: the flipbook. Issuu’s digital flipbook has come a long way from the 2000s. Now on top of the tactile page turn, there are features such as interactive links and embedded Youtube and Vimeo videos.
Publications also have tailored options that help their visibility, plus improved SEO with paid Issuu accounts.
Sharing links to a publication made with Issuu is not where the journey ends. Publications can now (depending on the type of plan you have) be embedded onto your site, read in fullscreen, promoted with GIFs in e-mails, and turned into Visual Stories that can be shared out to social media.
Even better, all this can be tracked with Issuu Statistics.
There is also Promotions, a beta product that can be accessed by Optimum Plan users. With Promotions, Visual Stories can be pushed as Facebook ads with a tailored audience reach, from age to location.
With all that 2020 has thrown at the world, it is no surprise that there is a call for authenticity. The tone of voice is more important than ever before and rather than polished perfection, audiences are looking for something real and organic. Remembering these lessons will guide the industry moving forward into 2021.
Have some 2020 lessons we didn’t cover? Want to find out more about how our features can help you?
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