HomeNews2012 ArticlesiBooks | The Evolution of the Brochure

10.2. iBooks | The Evolution of the Brochure

iBooks | The Evolution of the Brochure

You might have noticed the increase in smartphones and e-book readers recently when walking through the mall, or shuffling down the airplane aisle. You may have seen your clients or friends no longer using their phone solely to make calls, but also to take notes, to diarise appointments and to capture high-res photos. Our mobile devices are now a part of our daily lives and routines.

This technological space that we find ourselves in is the post-PC era, a time in which people are no longer bound by the need for a desktop or laptop computer. They are constantly connected to their work and personal life through their mobile devices - of which they have many.

Due to this state of constant connectivity, consumers now expect to interact with us on their own time, which is no longer during office hours or when seated in their study.

Our consumers' need for 'instant gratification' has them expecting news or updates with a tap of a finger, rather than scouring through a maze of website tabs or having to fill in their details in an often overlooked website contact form. People are reaching less and less for print magazines and brochures - they are now searching for information on their 'companion' device while sitting in a meeting or watching TV.

iPad users desire convenience, and with a wealth of online info already available on demand, marketing approaches need to now include creating digital content which is easily accessible and always up-to-date.


Jump past to easy

A new innovative way to reach the consumer wherever they are without losing any of the beauty of the travel product is Apple's new iBook - an easy alternative to a clunky website or an expensive brochure; with the same visual appeal plus the benefit of updatable video, audio and text delivered to the consumer when they want it.

An iBook (exclusively for iPad) helps you create stunning digital brochures by incorporating almost any type of media into the book, changing the way your customer experiences your brochure. Flipping through a book is no longer limited to text and a fixed image. iBooks allow your consumer to engage with your destination through videos, sound clips, galleries of photos, 3D imagery and interactive diagrams, turning every page into an audiovisual 'experience'.


You have a captive audience on iPad, just waiting for dynamic content

What makes an iPad different from other tablet devices and book readers such as the Kindle is the lack of restriction on interactivity. Most existing tablet devices cannot cater for rich media content to be embedded into an e-book or e-brochure. Considering that iPad users spend more time using their iPads than watching TV, the demand for mixed media is ever-increasing. It has also been revealed that 51% of users who have read a magazine in print and on the iPad chose viewing on an iPad, if given the choice.

The iPad is currently the most prolific selling hardware in history, with over 15 million (out of a total of 55 million) sold in less than a year. This growing, upwardly mobile audience cannot remain unnoticed especially with 87% of them using it every day of the week, in almost every type of interaction.

Having your content in an iBook gives you the chance to reach out and entice the traveller, and then tell them more about how you can help make their travel dreams a reality. And with iBook technology, the user's brochure is always updated with the latest accommodation rates or tour fares by simply being hooked up to the internet.


Think different

African Storybook Digital are digital transition consultants who understand the change that digital has brought to your customer and have the ability and nuance to help you embrace these changes in your business, at your pace.

As a South African IT provider with a solid background in providing services to the tourism industry, we see how the iBook can enhance the discovery of travel experiences and enhance the way potential guests interact with travel information.

We have already begun providing serious players in the travel industry with the tools to make a smooth transition to tailored, digital marketing strategies which can target the right audience without any wasted printing costs, especially in a more socially - and environmentally - conscious world.

The iBook makes for a good first-time foray into the world of digital, being much cheaper and quicker to produce than a smartphone or tablet app and with none of the printing costs of a brochure or magazine, allowing you to inexpensively complement your existing marketing efforts to measure your effectiveness. Chat to us about your needs and we'll help guide you to where you want to go.


For more information visit Immedia's website at: www.immedia.co.za


By: Immedia
November 2012

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