Skip to: Navigation | Content | Footer

COMMENT

Honing your mobile strategy

James Evelegh's editorial from today's edition of InPubWeekly.

James Evelegh

Posted on: 26 October 2017

 

Two observations stood out from Ross Sleight’s presentation at FIPP World Congress recently. The average user spends 2hrs 25mins on their smartphone each day and 56% of millennials believe they are using their smartphones too much. People know they’re addicted and are trying to do something about it.

Now that’s not a reason to retreat from mobile because mobile is pretty much 90% of everything that’s digital. We just need to do it better.

Ross had some advice for the assembled publishers: 1. Be mindful of the fact that most users are trying to moderate their usage, so don’t overload them just for the sake of it. 2. Be easier to use. Most pages take way too long to load and time-pressed users will have given up on you before your page has even loaded. Speed is crucial. 3. It’s not all about apps. Most people only use a handful of apps and two of those are Facebook and YouTube. Voice is becoming a real opportunity and clever publishers are developing their audio strategies. There are also new opportunities for engagement with calendars and maps. 4. Be relevant! Ross reminded us of Clay Shirky’s 2009 observation that the problem with the internet was not “information overload” but “filter failure”. We need to make our content relevant, using data about context, known behaviour and location, to customise our offering. 5. … and finally … Be WOW! Consumer like to have their socks blown off, they love to be first and to have new experiences. Ordinary doesn’t cut it.

The challenge, concluded Ross, is ‘legacy’ – legacy tech, processes and culture. We struggle to act quickly enough. To my mind, culture is key: we need to speed up our thinking and execution. Simple.

About James Evelegh
(Details last updated: 21 March 2018)

James Evelegh is the editor of InPublishing. Previous roles have included circulation consultant, group circulation manager at Centaur Media and circulation manager at DMG Trinity.

Tel: 01322 865 984

Email: Send a message to this author

Website: www.inpublishing.co.uk

Twitter: @InPublishing

comments powered by Disqus

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.

Articles

GDPR: 5 minutes with… Hellen Beveridge

Hellen Beveridge
Posted on: 9 May 2018

Platforms and Publishers

Charlie Beckett
Posted on: 22 May 2018

The reader-revenue revolution is a reality

Peter Houston
Posted on: 22 May 2018

People aren’t thick

James Evelegh
Posted on: 17 May 2018

Get out of the office and talk to people

Steve Dyson
Posted on: 22 May 2018

Off The Page

David Hepworth
Posted on: 27 March 2018

Kickaround: a grown-up mag for kids

Alan Geere
Posted on: 4 April 2018

Data-led journalism

Nick Turner
Posted on: 22 May 2018

Onwards and upwards

James Evelegh
Posted on: 27 March 2018

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 24/05/2018 05:45)

Find out more about

Featured job

Circulation Analyst
Salary: Competitive
KHL Group
Wadhurst, East Sussex

Featured in InPublishing Jobs

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Publishing Partners Guide