Wilpers outlined 10 elements of success for mobile strategy and thinking, based on the mobile chapter in the new Innovation in Magazine Media report, based on research and Innovation Media Consulting’s work with media around the world.
“We know, when it comes to mobile, it is the future,” Wilpers said, adding, that 68 per cent of millennials check their phones within 15 minutes of waking in the morning. Though, mobile users are of all ages and demographics and 91 per cent of them will abandon a site if the experience is bad, Wilpers said.
In order to succeed with mobile, you have to be quick, according to Wilpers. “You have to be useful. Give them what they want in the moment, personalised content that is lightening-fast and ready for all screens.”
According to a 2015 Altimeter study, “The Inevitability of a Mobile-Only Customer Experience,” a clean and mobile experience remained elusive for many. Wilpers’ presentation offered insight into this elusive goal.
However, with mobile-first, desktop experiences are the ultimate goal. “We don’t want mobile-optimised or responsive, we want mobile-only. It’s going to become the new standard,” he said.
For many people, mobile is the first and only platform. It’s becoming increasingly important for publishers, not only to grow but also to monetise. Creating mobile-only experiences, however, are built around two things: micro-moments and me-moments.
A micro-moment is a quick ask. “I want to know, to do, to go, and to buy,” Wilpers said. “People are rushing out the door, feeding the kids – they want a quick answer, a quick snapshot.”
A me-moment is something different, where people take time to read long-form content, stream television shows or do research.
Wilpers’ key suggestion was to let consumer behaviours lead content. “Tailor creation and delivery to match their needs. Watch what readers consume, when and on what device. Then, make it expandable.”
Expanding into apps with content niches, offering instant alerts around areas of passionate interest to readers, joining the video bandwagon, or segmenting emails to your audience are methods of distributing content in a way that will connect with audiences.
“This means creating a schedule, to deliver the right content at the right time on the right device… Right before they leave, what they missed all afternoon, and at night, inspire them with longer content,” Wilpers said.
It’s important to make mobile a part of the planning process. As an example, Wilpers says CNN starts their days that way. And, it’s important to measure the success of the mobile strategy.
“How often do we measure our success with regards to our goals for mobile? What do we want in each of those prime times? At each prime time, we’re going to have different types of content. Over the day, we might have one item, one agenda item and five briefs, and at night, longer stories.”
And, while mobile is growing, the percentage of users is still small.
“Seventy-right per cent of users in the US are on multiple platforms,” Wilpers said. He added that in the US, people spend 7.4 hours a day looking at a screen, between mobile, desktop, laptop or tablet.
“It’s about screens, not devices. Most people sit in front of a screen all day. That’s not going to change any time soon. Mobile is important, but it’s not the only screen. We need to serve our users wherever they are.”
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