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Key Industries:
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Key Sectors:
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Digital Marketing
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mobile
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Mobile Apps
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03.01.2012
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Julian Goode, Head of New Media at the England and Wales Cricket Board (ECB) on the challenges and opportunities presented by mobile in 2012
The next step with mobile is deeper engagement. Give people content that’s easy to consume – just dip into your app for two or three minutes as opposed to having to get out your laptop and find a website – and you will get better participation as a first step towards that. We’re all talking about the tipping point between mobile and web coming up, and over the next year or so a bigger part of our audience will be on mobile than on ecb.co.uk.
The challenge when you have, as we do at the ECB, a lot of very broad, deep content, is that you don’t want to reproduce the whole of your website in a mobile version, or have a massively overcomplicated app. You’ve got to look at a greater range of bespoke mobile content. The downside of that of course is increased production costs and identifying the return; everything we do is free-to-air because we want to maximise the audience.
I don’t know about you, but I use my iPhone, my iPad and my laptops in totally different ways to do different things. I think we, as content producers, have got to try and understand better how that segmentation is manifesting itself over the next year or so, and start delivering more content that matches the way people want to consume it. A lot of people have got their wi-fi enabled 3G iPad and it never leaves the lounge, but they still use it in a different way from other devices to do different things. That may allow us to tap in and produce bespoke video content for example, which we know people are going to sit and consume in the same way they do through the iPlayer. For us that may require a greater understanding of what our audience is doing, but the opportunities are out there.
www.ecb.co.uk
Julian Goode was talking to Jon Fortgang
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