Speaking today at FIPP Asia in Singapore, Dadwal said that understanding the consumer before tacking the device is key to progression, because companies must understand where they are before any development takes place.
The not-for-profit Mobile Marketing Association has 800 members in 50 countries, which consist mostly of tech companies. They’re perfectly placed to give insight on the development of this rapidly changing area, because according to Dadwal, mobile is “critical to the success of every organisation today”.
In a change to the usual mantras chanted at conferences, Dadwal urged attendees to stop looking at what other companies are doing, and start to understand the unique needs of your business. “Don’t learn from what others are doing, create your own path for your business and your consumers. No-one can help you do that but yourself. The change is constant, continuous. You need to start now.”
Although obvious to most, but not always executed as such, Dadwal explained that mobile use has increased in frequency dramatically. Where once content was designed for distribution on this platform during certain points of the day, this is no longer the case. These usage patters mean content must be constantly ready for consumers, whenever they want it.
Dadwal said that publishers should be led by the consumer, because they are the ones with needs and will decide what they want, when they want it, and how. “They will decide the future of your organisation, not you,” he said.
Dadwal listed the many challenges publishers face when it comes to mobile, including better monetisation, better performance, traffic, issues with out-dated technology, legacy systems. “All of these need to be addressed,” said Dadwal. “Make sure you are working with partners to achieve change. It’s expensive, but necessary.”
Asian emerging markets are an opportunity, said Dadwal, but publishers should be cautious because one size does not fit all. “The 4G speed in Singapore and Japan is very different to the speed in India and China,” said Dadwal. “You must understand that before you build.”
“Chat on mobile is eating 85 per cent of the world,” said Dadwal. “Instant messaging has been around for years but it’s exploded now.” It was unsurprising but relevant to discover that 85 per cent of APAC mobile users watch video, as this gives a huge hint as to what they want. “Consumers want to be uber satisfied,” said Dadwal. “They want instant gratification.”
Dadwal said that data collection is another huge community for mobile, but that it will cost you. “You need to provide value for them. You should optimise how you do this and be clear about what they get out of it,” he said.
More like this
Over the last couple of years, teams at IDG have been engaged in robust tactical changes, becoming laser-focused on data to understand their audiences’ needs and growth.23rd Oct 2017 Features
There is now a small but growing number of examples of magazine brands who have harnessed Facebook Live to increase brand awareness, especially among a younger audience. One intriguing example though of how a media brand has worked in a commercial way with a third party on Facebook Live is Heat’s recent campaign with Lifetime TV.23rd Oct 2017 Features
British GQ has launched a new partnership with social music platform Vero, to increase engagement and bring its audience (and new audience) specially-commissioned content focusing on music and music lifestyle.23rd Oct 2017 Features
We speak to The New European’s editor, Matt Kelly, on pop up publishing, identity media and how a ‘digital guy’ has ended up helming this year’s most noteworthy print success.18th Oct 2017 Features
Magazines are a shortcut to quality and continues to deliver top results for advertisers, according to Linda Thomas Brooks, CEO at MPA, USA, said during a keynote on the second day of the FIPP World Congress in London (11 October) last week.16th Oct 2017 Features
Digital editions have been around for a long time, going all the way back to the late 90's. But in 2010 when the iPad hit the digital runway, publishers jumped on the tablet bandwagon faster than they could shout, “Hallelujah!”. The struggling publishing industry had found itself a saviour.16th Oct 2017 Opinion
View and download the speaker presentations from the FIPP World Congress, 9-11 October 2017, London.19th Oct 2017 FIPP News
Without bringing newly skilled people into newsrooms, publishers will not succeed in the future. This was the stark warning delivered by Ralph Büchi, COO of the Ringier Group, CEO of Ringier Axel Springer Switzerland and newly elected chairman of FIPP, the network for global media.16th Oct 2017 Features
Artificial intelligence is a key technology that will transform many industries in the coming years. It is already playing an important role in the media, largely driven by the experiments of platforms like Google and Facebook.15th Oct 2017 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next