Mobile Content Delivery

Future content strategy

In an increasingly fragmented mediascape with a sea of information at consumer’s fingertips they are demanding more than ever.  They want relevant information served to them how and when they want it.

They want details clearly defined, with features, benefits and costs shown in an easily digestible format. They want instant clarity.

Serve it to them and they will reward you. And serve it to them before they are demanding it.

Research into successful companies shows much of their success comes not from having the best people or facilities (although that helps) but from investing time and resources into ideas creation and innovation. Spotting trends and delivering into those spaces.

If you are yet to make your website mobile and tablet responsive or develop an app (if relevant), you have almost certainly lost business to competitors who are already delivering content intuitively on mobile devices.

The Australian Media and Communications Authority (ACMA) found 47 per cent of Australian adults (over 18) accessed the internet via a tablet in May 2013 compared to 29 per cent in May 2012. Mobile phones were used to access the internet by 42 per cent of Aussie adults in May 2013, up from 32 per cent in 2012.

Australia has the third highest tablet penetration rate in the world, and shows no sign of slowing down. According to Fairfax research, 84 per cent of Aussies are expected to own a tablet by 2017. 85 per cent will own a smartphone and increasing take-up of 4G mobile networks will give them access to rich content where and when they want.

Much of their use will be app driven, rather than mobile browsers: recent US research found that in January 2014, mobile devices accounted for 55 per cent of  US internet use with apps making up 47 per cent of  traffic and mobile browsers only 8 per cent.

As for the operating system, it’s either Apple or Android, with Windows a distant third. iOS remains the number one operating system for serving content however is losing market share to Android, and is expected to continue to do so. When it comes to paid content, iOS is the clear winner with Apple users much more likely to pay.

Whatever the operating system, our propensity to pay online has increased. Of the 15.4 million Australian internet users in 2012/13, 76 per cent of them made a purchase on the internet. Increasingly, apps are integrating with e-commerce websites and  successfully driving sales.

The online tidal wave has already hit, but luckily it is relatively easy to take your current assets such as printed brochures, catalogues or custom publications and turn them into beautiful content rich digital media.

Building a mobile/tablet responsive website is a bigger task. It is possible to re-code the framework of your existing website to make it responsive, however a rebuild is a better option.

Then, content must be tailored for mobile digital consumption. It should be searchable, shareable and optimised for the delivery platform and reason for publishing.

Once you are tablet and mobile optimised you can start thinking about how wearable media or The Internet of Things might fit into your future content strategy. Wearables extend past Google Glass and smartwatches to the more popular FitBit and related fitness trackers and apps, as well as infant sleep monitors, golf glove sensors, pet trackers and more.

While wearables have not taken off just yet, they are coming, along with The Internet of Things, and will allow highly targeted message delivery based on real-time user behaviour.

It comes back to ideas creation and innovation. How can you deliver information, or add value to your customers on the platforms and channels of tomorrow. So that when, all of a sudden 47 per cent of people are using wearable media, you have long since assessed whether it is worthwhile your brand developing an offering in this space.[/vc_column_text]

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