Digitally Speaking – a glimpse into the future

We don’t really grow up. Sure, we may get jobs, have 3 kids, pay our accounts and do our tax returns but when confronted with something challenging, engaging and attractive, we cannot resist. It’s no surprise that popular modern gadgets such as cellphones, laptops, Wii’s, and iPods have become as indispensable as they are. We spend hours on them, and because of the constant assault of technology into our lives, we have become very information smart. We filter automatically that which holds no permanent value and take only that which is useful or appeals to our aesthetic nature. Or that which you can play with.

Above: Mercedes Benz uses Ipad apps for advertising

Hence, the advent of Digital Publishing. Digital Publishing, in a nutshell, is pretty much what it says it is – it’s publishing digital content (i.e. a magazine article) onto a tablet device, such as an iPad, Blackberry Playbook or Samsung Galaxy Tab, then creating an interactive dimension which allows the consumer a hands on (literally!) experience together with giving them more control over their media experience.

Using Adobe® Indesign and the Adobe® Digital Publishing Suite (DPS), many businesses are leaning more and more towards this method of reaching out to their markets. Well known brands such as Mercedes Benz, EMI Music and Red Bull have already taken the plunge and are actively using Digital Publishing as a major advertising and marketing method.

Above: Mercedes Benz and Red Bull are using Ipad apps for advertising

Publishing companies are of course at the helm, with Richard Branson’s “Project” magazine taking the lead, available only on the iPad, which offers an exclusivity many consumers cannot resist. The urge to touch and interact with the advertisements offers an experience which makes the consumer feel more connected to the brand, which in turn creates a loyalty and message involvement that is difficult to forget (according to a study done by the University of Connecticut in which participants were given both a printed and digital version of a May 2010 edition of WIRED Magazine). In addition, readers’ senses are activated, their attention concentrated and brand awareness increased as well as their purchase intention. This all points to companies being urged to consider Digital Publishing as a successful option for marketing their brand and letting it stick.

Above: Project Magazine app

And if you think that, as a consumer, this way of marketing is unavailable to the working class, think again. Amazon’s Kindle eBook has become the most popular selling item in their company’s history (according to Adam Helweh’s article). For only $139.00, you can purchase this device. A free Kindle app is available for iPads, iPhone, Android & Desktop, you get complete value for money and guaranteed entertainment. Of course, it’s no competition for the iPad, but hey, some of us can only dream.

Above: Kindle app on Ipad 2

The final judgement? Advertisers and Publishing Companies would be shooting themselves in the foot should they not consider this route. The pros are enormous, with product photos now coming to life and becoming part of the actual content of the publication, and in some cases, even allowing the consumer to be rerouted to the company website, or to their blog. The entertainment value is enormous and the ability for creating brand recognition strong.

So, if you are a Publishing or Advertising Company that wants to get in the know, have your team trained in both Adobe® Indesign and Adobe® Digital Publishing Suite right here at Friends of Design. Our trainers are more than ready to help you leap into the future of Digital Publishing, with affordable courses specified for your particular needs.

Contact us now to get a quote on info@friendsofdesign.net or on 021 402 0303.
Until next month!