I was away last week in Santiago de Compostela attending the Circom Regional conference where I heard a lot about the different innovations European public service broadcasters are making in terms of their mobile output.
Listening to the presentations got me thinking about something that hit me a while ago and about which I have been meaning to write – ATTENTION.
As we move more and more to mobile, content makers are in an even fiercer battle for the users’ attention. It’s no longer just about competing against other content websites, ecommerce, email, social media etc. We are all really in the attention game now!
Whether it’s making calls, texting, watching videos, emailing, gaming, reading books, banking, listening to music, browsing the web, IM’ing, social networking etc there is so much to occupy a smartphone user’s attention before they even contemplate checking a media org’s app or mobile website.
Commenting on research released earlier this year the Harvard Business review pointed out that people spend only 47 minutes a month ‘seeking news or information’ only 4% of the overall time they spend on their smartphones. For a media org that’s a scary prospect and surely means you have to find ways to aggressively play the attention game. It’s time to work hard to get the user’s time and attention.
Five ways to go about it:
- Go social: incorporate social networking elements strongly into your offering. Give people ways to interact with each other. Encourage it, stimulate it, devote resources to it.
- Gamify: Learn from the games industry and introduce the concepts of competition and rewards.
- Personalise: Find ways to introduce as much personalisation as possible – location, interests, peer recommendation/referrals.
- Be useful: Place an emphasis on content that people really need – practical stuff that’s required every day. Prioritise this and build a core around it.
- Entertain: Use your mobile platform to grab some of that time where people just want fluff, eye candy, humour and distraction.
We are not going to boost the amount of time the smartphone user spends on finding news or news discovery so we must push hard into the other areas that interest them more. It’s essential you are very clear about what you’re building when you are working on mobile platforms. Keep the audience in mind at all times and think of ways to disrupt their current behaviour and gain their attention – otherwise you’re just building follies!