Is Mobile Success Eluding You Too?

Is mobile success eluding you too?This week, one theme seems to be coming up even more frequently than usual: the importance of mobile.

Earlier in the week, I wrote about key media trends to keep on your radar this year. One of those trends – personalisation – spoke about mobile being a key focus for the publishing industry. And the topic has come up again, this time in a What’s New in Publishing article.

The crux of this post is identifying why traditional publishers fail at mobile. While the big players such as Google and Facebook seem to have mastered the art of monetising mobile, many of us have been left behind. The result is a rather uneven playing field.

Of course, tech giants have the ability to make a significant investment in this area. But luckily, customers do not spend all their time on Facebook and Google. This means there are opportunities for other publishers to monetise mobile – using these big-name business models as a guide.

Google and Facebook rely on two things: context and creativity. The context is relevant, accurate data, while the creativity is investing in the right inventory and new ad formats.

Many traditional publishers don’t place enough emphasis on creativity or context. Instead, they get stuck on performance marketing KPIs and ignore the more important issue of branding. Or, they don’t give enough thought to accountability; by taking ownership of what is included on their site and focusing on the highest value for the reader, any publisher can achieve the right combination to make it on mobile.

When it comes to mobile, success is all about knowing how to keep visitors engaged. This requires smart use of data which moves on from just demographics and enters the realms of user interests, too. Deliver value to the customer through context and editorial and who knows what you can achieve.

Date Published : 13th of April 2017

Steve Odart

Published by : Steve Odart

About the Author : Steve Odart is the founder of Ixxus, with 28 years experience in the publishing industry. He started life at the London College of Printing, following his grandfather into the printing industry. He spent many years working with Quark through its launch of Quark XPress, and the Quark Publishing System, before setting up a publishing division within one of the UK’s largest Sun Microsystems Resellers. He then joined Oracle, as EMEA Business Development Director – Publishing and Media, prior to founding Ixxus in 2004. Steve has an extensive knowledge of publishing past, present and future, and has worked with the majority of the largest global publishers in his career to date.