How to become a Digital Marketing Consultant?

Twice in the last ten years, that I took a break from what they call a “stable job” mindset and opted for full time digital marketing consulting career . I had little clue about what digital marketing consultant does? 

Consulting for me was not about making money but to give myself a chance to think differently. Nevertheless, life is very difficult for any digital marketing consultant in India and there are many reasons to re-consider before you take a plunge into this rabbit hole.

Here are few suggestions from my side if you are planning to leave your cushy job for starting as a digital marketing consultant in India:

Identify your core skills

Ideally it should not be more than 2-3 skills that’ll get you some quick projects, in sales they call it as “low hanging fruits” and easy to sell services which are no brainer for any client. You can’t start your consulting in India with just strategy as your key focus. Strategy is always considered as a default skill. I doubt if there is anyone in India who pays to an independent marketing consultant for strategy. They simply don’t (exceptions might be there). 

A digital marketing consultant should always have a specialised skill at the back of his hand like Social media, SEO + SEM + Analytics, Content Writing, Programming etc. The biggest benefit of having these skills is that you can sell them like a product because the output is measurable and the scope of work can be defined much easily (which I would touch a little later in this post).

Consider this as an advice, even before you think about leaving your current job for a “not so fancy” consulting career, think about your current established credentials. What are you known for? What is market’s perception about you? What is it that people would recommend you for on your LinkedIn? Do people look at you as a subject matter expert? Is your thought leadership truly established?

Blogging is no longer optional

Continuous creation of content to establish your skills, knowledge and thought process is absolutely vital in a world which is dominated by mediocre people and companies. I’ve seen people who were absolutely brilliant in their jobs, but when they started their own marketing consulting practice, they had to re-establish their thought leadership and skills in the market.

Fortunately, you have the benefit of blogs and social media which is an awesome “free publicity” tool for anyone who wants to build their credentials in the market.

Today, clients discover you in two ways, either through the personal referrals or through social media. I agree that relationships matters in almost every type of consulting but in case of Digital Marketing, you need to build a strong knowledge portfolio for which there is no better tactic than blogging.

Focus on lowest customer 

It looks fancy to put a logo of any Fortune 500 company in your sales kit, but for most of the marketing consultants it is a pipe dream. Most importantly, it is painful and less rewarding to pick up projects for big brands as they are extremely demanding and often force you bend backwards during the project.

If you are starting new as a digital marketing consultant in India, you should always aim at small business customers first as they’ll value your work a lot more than big corporations.

Fortunately, there are plenty of aspiring startup entrepreneurs around who are looking for all kind of support, right from building the website, writing their content, preparing investor pack, managing their digital marketing and lead generation, setting up their email marketing & CRM.

You would find a great connect with the early stage startups as they are sailing in the same boat as you are.

Define your scope of your services

It all depends upon what you are trying to pitch. It is not so much of a problem if you have a tangible skill set like coding / designing / search marketing / SEO / affiliate marketing etc. But if you are a digital generalist, then it can become a huge problem for you during client meetings.

Clients often have this habit of creating an open ended project scope which would kill you once you start working on the project. It is absolutely vital to define the scope of the project till the last word. Make sure you’ve taken the client through the process of execution with clearly defined expectations, timelines and deliverables.

Pricing your marketing consulting services in India

Needless to say that Indian clients do not pay enough to marketing consultants. You really need to spend over a decade to build your quality stamp and may be eventually, put a “non negotiable” tag on yourself. The problem is that when it comes to marketing in India, everyone consider themselves “an expert” so very few people would value the services of a consultant.

Often, the term consultant is associated with “low cost services”. This is one of the major reason as to why some of the best professionals work on projects from outside India when there is plenty of work available in India.

And the worst part is the payment cycles. India is the worst possible place for an individual to start his consulting practice because payments here take forever to land in your account. Unless your work is indispensable to the client’s success or the organisation is extremely ethical, you would never be able to get your payments on time.

Lets do a quick recap on the top marketing consulting priorities:

  1. Identify your core skills
  2. Build your thought leadership through blogs
  3. Try winning small customers and startups
  4. Define your scope of services
  5. Pricing your marketing consulting services

6 stages of Digital Startup business

If you are reading this post, I can assume that you have an idea and you are on your way to build your startup or else you have a deep desire to build one. Don’t worry, you are not alone in your journey. Building startups seems to be the only thing on the mind of every professional.

For a long time, the venture capital world has often correlated the ability to build a successful startup with the age & experience of individuals. Not anymore.  According to a Harvard Business Review report, the average age at founding (a startup) was just over 31, and the median was 30.

 

Startup Founder Age of VC Backed Companies

Startup Founder Age of VC Backed Companies

However, age has nothing to do with the stages of startup but interestingly it can increase or decrease the duration of your pre-startup period.

Now if you search on the Google, you would find different views & opinions about the stages of startup business. Frankly speaking, none of them is incorrect. But the one which has simplified it considerably is created by StartupCommons (see below):

 

Startup Development Phases & Lifecycle

Startup Development Phases & Lifecycle

Key stages of digital startup

Stage I : Ideation

In this stage, the startup founder(s) builds, sharpens, polishes their “potential scalable product or service idea” for a big enough “target market“. There is no need for any team or resources at this stage of startup. A significant amount of time goes into the market research, collecting data about primary & secondary audience. The end outcome is a very simplified 30,000 feet business plan document that defines all the key variables about your business in a nutshell. Most importantly, at the end of this stage you should know, who would pay for your product & service & why?

Also read: How to write a business plan document by Sequoia Capital

Stage II : Concept Development

Once you are convinced about your core startup idea, the next stage is to find your core team of people whom you would want to be part of your journey. A lot of startups (especially tech startups where founders are programmers and core architects) want to keep their idea within the closed room till they get the venture fund. Usually it delays the project considerably as they end up doing a lot of non specialised tasks by themselves.

In the concept development phase, you should start creating your actual business plan with estimated financials  of budgets, possible revenue and key company milestones for the next 2-3 years. Identifying your core team and involving them in the ideation process is absolutely critical as this would set the stage for actual business roll-out.

Stage III : Commitment

This is the stage when the founders actually start building the MVP or Minimum Viable Product for the users to test their business idea. According to Techopedia:

A minimum viable product (MVP) is a development technique in which a new product or website is developed with sufficient features to satisfy early adopters. The final, complete set of features is only designed and developed after considering feedback from the product’s initial users.

In case of services business MVP, it needs to build the tools for service delivery like wireframe of CRM for customer lifecycle management and how it would be linked with an online customer acquisition and final service delivery.

An MVP is one of the most important stages in any startup business. Not just it allows the founders to calibrate their efforts & product idea, it is the stage when you can start marketing about your product/service to prospect angel investors (not VCs).  The commitment stage is also critical to define the roles of the founding team & the shareholding pattern for the first 2-3 years of business.

Most of the early stage hiring happens during this stage of startup. The team size are thin and the founders literally bootstrap it to the maximum by doing multiple roles.

Also read: How to hire for bootstrap startup?

Stage IV : Validation

‘Validation’ or ‘proof of concept’ is one of those stages of startup business where they have to live with a great degree of vulnerability, both from inside & outside. In the validation stage, founding team has to show maximum value for all stakeholders, starting from its current customers, its employees to current angel (if any) & potential investors.

In many ways, this stage decides the fate of your business idea, and hence it gives the maximum stress to the startup owners.

On one side, the founders are struggling to find the right product strategy & brand positioning that would allow them to attract potential Series A/B venture investment, and on the other side, there is a continuous pressure to show some running profits and ensure customer delight. Incidentally, most of the startups lose their plot during this stage of business.

 

Also read: Worldwide Failed Startup Trends

Stage V : Scaling Up

This stage usually start after you’ve received your Series A investment and now you are looking to scale the length & breadth of your business operations. A significant amount of time goes into hiring resources, marketing your product in the target markets to key audience, building a strong word of mouth PR, and accelerating your quarter on quarter revenues.

Stage VI : Growth

This stage is actually subject to how your business idea has performed. Once you’ve achieved a critical mass of customers, you enter the growth stage in which you can diversify your business through possible acquisitions of smaller companies or you can enter newer markets by raising more venture fund. Fundamentally, there is no fixed time duration to this stage as most of the startups want to remain in the startup mode for a long time.

5 ways to get startup funding for your digital agency

If you are an avid follower of the startup news, you might have noticed that most of the startup funding is landing in the tech startup space, that too largely in the mobile apps & e-commerce category. Have you ever wondered why the startup advertising agencies are not in the investment radar.

Why is it that the most innovative or profitable ones (agencies) get acquired, while the rest struggle to make their mark for a very long time?

If you are an owner of a digital agency startup, here are few things you must build in your business plan in order to secure startup funding for your business:

1. Productize your offering

There is a general assumption that agencies are service based companies (which is not incorrect) and their revenue model is fragile. The competition is so intense that you have keep searching for leads all the time. Payment cycles are long and ‘client loyalty’ is limited due to which advertising agency is considered (or perceived) as low cashflow business.

In order to change this perception, you need create a unique product of your service which has a tangible aspect to it. One way you can do it through technology i.e. by building custom proprietary solutions targeting a specific need (like lead generation, customer engagement, user behavior, customer satisfaction) in a particular industry.

Once you do the above, it would lend measurability to your business model. You can actually predict a certain revenue based on the target audience you have made that solution for.

2. How to showcase your solution to an investor?

Every investor wants to see a practical and profitable business application of your service/product. Do your research on different brands across industries, make an attempt to understand their brands and business challenges. In the agency world, this is called working back to the creative brief. Figure out why your solution or service best-suited to help a particular client.

Show examples & case studies to your investor as to how you transformed it for a particular client.

3. Demonstrate Measurement and Support Capabilities

Make sure you have a sophisticated measurement and accountability system embedded into your technology. Analytics are essential components of the agency business, so be sure to address the topic in your presentation. Also mention your team, however small, in your pitch. Even though you may be a small startup, you have to reassure that you and your team will be able to see any project through to the end.

4. Scalability is critical

One of the key criteria of evaluating any business model is to see how quickly it can scale in time. Every agency is currently dealing with this issue of scalability, especially because they have not embraced the technology to the fullest. Most of the processes (especially around Project management, client relationship, resource management), can be automated through various digital tools available on the cloud. These technologies allow you to get more done with limited number of resources at 1/10th of the operating cost.

Once you have a strong business case, the investor would be interested in knowing how you would scale up the revenue & systems to handle hundreds & thousands of clients? That’s why your investor pitch needs to have scalability in its DNA.

5. Demonstrate multiple business opportunities and revenue models

The investor is also interested to see the vision behind your business. Are you thinking ahead of your time and your competitors? Do you have the team who can produce cutting edge solutions based on past, present & upcoming platforms?

A single business model can never succeed and is too risky to put investor’s money. Having said that you must showcase your plan of action around every revenue model that your company would touch in the next 5 years.

What are places where you are trying to generate first mover advantage for yourself? How will you accelerate existing revenue models? What are the new audience segments you would try to penetrate where existing market hasn’t ventured out?

6. Brand your startup agency

There is no doubt that digital is the hottest proposition at the moment. Every company is re-looking at their business models to match the growing requirements of the digital world. In this case, it is absolutely vital for a digital startup agency to build their startup philosophy in order to create a differential.

A smart investor would definitely like to see how good is the social media of the company who claims to bring the next big disruption in the space. Is your website behaving like a notice board (bored) or your achievements or if it is designed to share valuable insights & trigger conversations?

Also read: 25 ways to Brand your startup

Beware! Do not consider creating a fancy parallax website as thought leadership. Disruptive strategy does not require show off. Sometimes, it is doing all the right things in a clinical manner that makes a huge impact.

For more interesting stories & updates, do subscribe to my blog.

Facebook Fan Acquisition has become irrelevant In Social Media?

The above presentation would come as a slap on the face to many “Social Media Gurus” (especially here in India). The beautiful part about this presentation is that all the points mentioned in this presentation are sheer common sense and does not comply with any ” marketing strategy template”.

I would like to quote a very famous statement made by Rene Descartes,

“Common sense is the most widely shared commodity in the world, for every man is convinced that he is well supplied with it.”

Since the days of orkut (and now Facebook, twitter, Instagram, Pinterest and many more), marketers have forced themselves to believe that ‘the money is where the audience is‘. By the way, that is not entirely incorrect. However, the very idea of a brand engaging with the audience is highly over rated & misnomered (BTW, did I say anything bad about the digital or social media agencies yet? Hell no! 🙂 )

How many times, as social media marketers, we genuinely think about the sales or business objectives of the company ahead our present marketing objectives? Often the approach used by the agencies is based on a common template which created for all the clients. This leaves little room for debate around how should the business objective be linked to the social media strategy.

It is becoming increasingly programmatic and how,

Step 1: A marketing manager creates a social media brief.

Step 2: He gives it to the agency.

Step 3: Who (the social media agency) comes up with a plan.

Step 4. Agency waits for an approval.

Step 5. The agency executes the campaign.

Step 6. The final report (with weekly, monthly likes, followers, retweets) is shared.

Step 7. Invoice reaches the client’s desk.

Step 8. Mission accomplished.

Sorry for being so dramatic. No offence to any digital or interactive agency. I think there are quite a lot of media companies with some fascinating talent who are trying their best to do great work in the space.

Also read: The Good, Bad & Hilarious world of Social Media

But lets come back to the main point.

Do brands really need to get over obsessed about the term engagement? I know most of you may not agree with me on this point, but it is practically impossible for audience to engage with so many brands. Facebook defines engagement rate as the percentage of people who saw a post that liked, shared, clicked or commented on it.

But is that engagement worth spending your precious time, money & resources?

In his article “5 Tips for a Better Facebook Brand Strategy in 2015“, Peter  Stringer-Vice President, Digital Media at Boston Celtics wrote about the Facebook’s definition of audience engagement:

But the first two of those (metrics) are basically worthless. Post likes are meaningless. OK, not completely, as a post’s likes do impact its organic reach, but realistically, a like is a one-second long, one-click engagement. How valuable is that? Do you remember the last post you liked on any platform?

facebook-engagement-is-not-the-only-metric

One of the biggest misunderstandings about Facebook likes is the assumption that once a person “likes” your page, they are going to keep coming back for more. A “like” on a page doesn’t guarantee that they will ever come back to that page and participate or even read any updates. According to an AdAge article , only one percent of fans on the biggest brand pages actually engage with the brand at all

Top reasons why people unsubscribe from facebook pages

Most of facebook likes are just casual observers or lurkers. This leads to a one-sided conversation led by the brand, or frankly no conversation at all. One of the major reasons.

The whole idea of increasing the number of likes and treating it as a mantra for social engagement success is absolutely B*ST. I am saying this because unfortunately this is how most of the social media professionals are talking these days. Needless to say, when so many people say the same thing, clients (most of them) believe it to be true. But is it really true?

According to a research published by a Denmark firm, Komfo:

Engagement is not the only social media marketing KPI, reach & fan penetration is another critical element in this puzzle. According their findings, smaller communities perform better (see below) on Facebook both when it comes to fan reach and engagement.

Facebook community page engagement metrics

Facebook community page engagement metrics

You can read their complete findings here.

No wonder, social platforms, notably Facebook, are starting to shift away from the airy talk of “brand engagement” and instead offer more nuts-and-bolts ad offerings. Engagement.

If you liked my post, do subscribe to my newsletter.

PS: opinion expressed in this post are strictly personal.

Digital Case Study – eCommerce – Faballey wants you to #unfollow

For the past few days, Fab Alley’s viral commercial by NewYork based standup comedian Radhika Vaiz has created enough storm in the advertising & marketing corridors. In the film, Vaz talks about women and their struggle to conform to fashion trends.

For an ad of such boldness, it was obvious to attract the attention from everything. Since the day it is launched, the ad has gone viral & has already touched around 200,000 hits on Faballey’s youtube channel.


The views that are coming from the industry experts are mixed. While few strategists see this as a huge risk taken by the brand which may backfire due to some gaps in its execution.

Expert’s opinion about #unfollow

In one of the interviews given to afaqs.com, advertising veteran Prathap Suthan’s from banginthemiddle said:

He fears that the brand has fired all its guns at the same time by showing a very niche professional, who is an older, unconventional, and atypical model, speaking a language that’s way ahead of daily speak, and not wearing anything at all.

There is no doubt that Radhika’s ‘bare it all’ act has delivered a huge shock value and it also carries enough arsenal to shake up the cluttered e-commerce ad space which is largely restricted to daily deals & coupons. But by using this bold script, Jack In The Box team may have caused a severe harm to Faballey’s positioning by alienating a sizable chunk of women audience.

The stand up script used by Radhika in the controversial video ‘WHAT THE F**K SHOULD I WEAR?’ is too difficult to follow for an average person. Needless to say that the humor is way too above the sensibilities of a large section of indian population.

Here’s what Eshita Jayaswal from Webchutney has to say about the campaign on twitter:

But she also made a very interesting comment on the topic that shows the irony within the Fab Alley’s brand messaging and I quote:

‘While the brand asks one to ‘unfollow’ it continues to have segments like “Trends”, “Lookbook” and “New In”. If FabAlley wants to break category clutter with such powerful communication, it needs to walk the talk and break away from the typical ecommerce/retail nomenclature that has become a norm in this space.’

Fab Alley has made a bold attempt to create some breathing space in a world dominated by Shoppers Stop, Myntra & Jabong.com of the world.

CEO’s view

While the entire advertising seems to be warming up to the viral, Tanvi Malik, co-founder Faballey.com is in no mood to go defensive about their strategy. In her interview with afaqs.com, she made it absolutely clear that  her brand is here to cause some serious disruption in the thinking of women as to how they can liberate themselves from the shackles of people’s perception & judgements.

‘FabAlley wants to be an empowering, feminist brand. We do not want to operate in the shallow, trend-oriented space’ ~ Tanvi Malik, Co-Founder – Faballey.com

Click here to read the entire interview with Tanvi Malik.

Older, Angrier, Hairier, Unladylike Radhika Vaz

By no means you can call her a girl next door because she is not. Born in Mumbai, Radhika Vaz moved to New York and realized she wanted to be a stand-up comedian. Her humor can be a little uncomfortable for many as the F-word is sitting on the edge of her tongue. In one of her interview given to the Times of India, she responded about her un-womanlike mannerisms & personality by saying,

‘I am barely a woman’

I went through her twitter page, and some of her tweets are real fun to read 🙂    

Being a feminist, Radhika wholeheartedly endorses Faballey’s views about the liberty of expression when it comes to women fashion (it is quite visible in her stand up act too). She is actively promoting the brand through her social pages and in the media. No doubt, having a multi-dimensional personality who is a writer, feminist and a stand up comedian is a great advantage for any women fashion brand.

Social Media Response

The video viral campaign had every recipe to trend on the twitter timelines, and so it did. Faballey’s #unfollow campaign has asked a lot of question to their audience and people (especially women are responding to it) with absolute nonchalance.

#unfollow campaign by faballey.com

The brand has created a separate hashtag #BeAnUnfollower to capture the moods around the #unfollow campaign and engage with their potential customers. They are also prompting the audience to liberate their views & come out of cliches related to their personal fashion. Create your own style statement by not following the herd mentality.

Here are some interesting tweets around #BeAnUnfollower campaign:

My view

I think strategically, innovative tools around fashion discovery or curated fashion will create newer opportunities for e-commerce companies in 2015. To say that boldness never pays in India would be a myopic point of view. Definitely a pat on the back for the Jack In The Box team to break the cliche advertising followed by most of the digital agencies. This may just prompt a lot of retail brands to re-look at their current content strategy. However, using nudity for shock value may just be a little too much for a newer brand like faballey.com.

How to hire for bootstrapped digital startup?

Hiring for bootstrapped startup is always difficult, especially when you are building your prototype or incubating it using angel fund. A bootstrapped startup always goes through several challenges before they find the right people on board.

If you are one of those bootstrapped startup owners who is running or planning for his digital or tech startup, get ready to face the pain of your lifetime in finding the right set of people for your company.

And the below graphic would be sufficient to demotivate you further:

20 reasons startups fail

According to the above research by CB Insights, 23% of the bootstrapped startups shut down because they could not find the right team. So don’t worry, you are not alone in this pursuit.

With limited funds, poor office space (sometime no office space), lack of technology infrastructure (forget about the Macs, people would be lucky to get some decent Windows PC configuration), and absolutely no brand name, you just don’t have any negotiating or attractive proposition.

Also read: RIP Reports – Worldwide Failed startup trends

But like Friedrich Nietzsche has rightly said,

“He who has a why to live for can bear almost any how.”

Here are some suggestions ( I won’t call them tips), which I’ve figured out after working & consulting with different stage startups in my career:

Stop hiring people like yourself

One of the common aspect of most of the early stage startups, is that the founders have very limited or no experience in hiring in their career. Result? They end up hiring resources like themselves so that they feel most comfortable. Eventually, they end up building a team with similar shades of skills. Most of these resources join because of fancy designations offered by the founders.

Remember that you need people who are “go go go” types with 100-percent drive, and also people who are meticulous, detail-oriented and know how to create solid internal processes.

Stop looking for ‘only’ MBA’s or ‘only premier institutes’ candidates

MBAs bring a lot of value on the table for any early stage startup, there is no doubt about that. Polished communications, problem solving skills, fresh ideas etc. But over obsessive nature towards hiring only MBA’s would make your life miserable and could lead to delays in product and brand build up strategy. Look for key skills without which you would not be able to take off your dream, instead of just MBA. For e.g., if you are hiring for a new digital media company, look for candidates who have worked as a media planner in any advertising agency or who have handled marketing operations for any brands.

Also read: Why I Don’t Advise Bootstrapped Startups to Hire M.B.A.s by Vivek Wadhwa

Hire people who make you do something crazy

Another challenge for a lot of younger startup CEOs is that they don’t necessarily have a large enough network from which to pull talent that they need. New founders will often hire friends, and there are pros and cons to that.

On the one hand, there’s a huge amount of loyalty, and you can pull in friends who are in it to win it, and who back you 100-percent. On the flip-side, they might not fall into the normal lines of authority, or you could just end up with yes men who agree to things, even if the ideas are ridiculous. The key is to hire people who will tell you that you’re doing something crazy.

Here’s a must watch video on Bootstrapped Startup hiring strategy:

 

Digital Trends showing Mobile as de-facto for content consumption

In the past half a decade, various consumer & media researches have shown a downward trend for Digital Consumption on PC, and it is no longer a breaking news for the hardware manufacturers around the globe.

Mobile is de-facto for interactive content consumption

When it comes to digital consumption for content, Smartphones & Tablets have become the de-facto device for all audience segments and hence the most preferred platform of engagement for the advertisers. In terms of media consumption, tablets are perfect devices.

More portable than a laptop and yet larger than the minuscule screens of phones, tablets are easy on the eyes and allow you to really get immersed in the content while still being able to take on the go.

In the past 12 months, Millennial Media digital trend reports that the number of internet users grew by 4% to 201 million users. However, mobile-only users grew nine times faster during the same time period while desktop users decreased by 45%.

Here’s what Millennial Media found out:

There were few content categories that were consumed on Mobile Devices more than the Desktop Computers:

  • Streaming Radio: Mobile = 95% (79% smartphones and 16% tablets) and Desktop = 5%
  • Games: Mobile = 85% (79% smartphones and 6% tablets) and Desktop = 15%
  • Social Media: Mobile = 72% (61% smartphones and 11% tablets) and Desktop = 28%
  • Weather: Mobile = 70% (61% smartphones and 9% tablets) and Desktop = 31%
  • Retail: Mobile = 53% (39% smartphones and 14% tablets) and Desktop = 47%

Content Categories Consumed on Desktop Computers More than Mobile Devices:

  • News: Mobile = 45% (39% smartphones and 6% tablets) and Desktop = 55%
  • Sports: Mobile = 44% (38% smartphones and 6% tablets) and Desktop = 56%
  • Food: Mobile = 42% (27% smartphones and 15% tablets) and Desktop = 58%
  • Business/Finance: Mobile = 38% (36% smartphones and 2% tablets) and Desktop = 62%
  • TV: Mobile = 33% (22% smartphones and 11% tablets) and Desktop = 67%
  • Travel: Mobile = 32% (21% smartphones and 11% tablets) and Desktop = 68%
  • Auto: Mobile = 24% (19% smartphones and 5% tablets) and Desktop = 76%
  • B2B: Mobile = 20% (12% smartphones and 8% tablets) and Desktop = 80%

Content Categories Consumed Equally on Mobile Devices and Desktop Computers:

  • Health: Mobile = 50% (45% smartphones and 5% tablets) and Desktop = 50%

Digital Trends : App consumption versus mobile web

  • Time spent consuming content on mobile devices is overwhelmingly huge through mobile apps, according to comScore data.

According to Mediabriefing:

2014 was the first year in which more time online was spent in mobile apps than on desktops, and mobile web barely got a look-in. That’s not the case for news consumption, but publishers should take note of those proportions are underscored by an increase in the time spent in-app for news applications, which analysts Localytics showed rose 14 percent over the past year.

While mobile responsive websites are likely to remain a priority for publishers, people are increasingly choosing to consume news in-app on their mobile devices, more and more publishers would be looking to  build their native app in 2015.

Popular categories in Apps belong to leading news content publishers

According to statista, business, lifestyle and entertainment categories are in the top app categories of 2014. If you are a Television Producer or a Programming head of any popular TV Channel, you have every reason to go ecstatic seeing the possibilities that Smartphones & Tablet can offer.

What this also meant is that content producers can no longer create & distribute their content from a myopic standpoint as it is now being viewed across multiple devices.

Mobile doing better than Tablets in e-commerce conversions

According to recent report on Marketing Land:

Device trends held steady, with mobile devices (tablets and smartphones) accounting for 42 percent of traffic and PCs driving 58 percent of shopping traffic. Smartphones continued to lead tablets, driving 24 percent of traffic compared to 18 percent for tablets.

PCs accounted for 73 percent of orders in week two of December, tablets drove 12 percent and smartphones drove 15 percent of orders.

Digital Trends : Publisher priorities in 2015

Recently, Jeff Jarvis pointed out we’re all mobile now, since the ubiquity and interconnectivity of tech means we’re essentially always connected to the internet and whatever information we need. He argues this means publishers need to focus less on delivering content tailored to individual platforms and more on the context (location, time etc.) of its audience at a given time.

All these stats point in the same direction, with tablets on the rise, consumer is shouting out loud to the media companies & brands to create responsive web experience & highly engaging content that is available across devices.