Like it or not, the world has gone mobile. We are well past the mobile web browsing to desktop tipping point, as it’s no longer a case of asking whether mobile marketing is important; we know it is. Instead, it’s a question of understanding how consumers behave when using different types of mobile devices, and what their preferences are.
As such, now more than ever it’s important to deliver content that is geared for mobile devices, content that’s engaging, and interacts with the worldwide consumer. So what is the best vehicle for delivering such content?
To date, the rule of thumb has been to use electronic publications – ePubs – to deliver simple content with limited formatting, due to its fluidity and ability to be received across all mobile devices. On the other hand, more complex documents have typically favoured the use of a PDF, as it has a fixed format that ensures the design and layout of the document stays true across multiple platforms.
However, recent advances in technology, coupled with the growth in digital publishing and demand for mobile optimised content, has seen the ePub come into its own.
So what exactly is an ePub? Primarily written in two languages: XML and XHTML, the ePub is a free and open standard published by the International Digital Publishing Forum (IDPF). The ePub allows for reflow-able content, which means that the content on display will automatically be optimised for the device it’s being viewed on – perfect for mobile phones, tablets, eReaders and iPads.
In our rapidly changing world the ePub is the best way to connect to the mobile consumer, and its ability to include hyperlinks, bookmarks, annotations, video and audio make it an interactive and engaging format through which businesses are thriving. In addition, ePubs can now be created with a fixed layout so that complex documents can remain true to their original design and layout – with all the added benefits of going digital.