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Mobile

“INMA Knows” is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members

Introduction

Mobile comes in many forms these days: mobile Web, ads, apps, deals and discounts, and social media, location-based services. These platforms come with opportunities and challenges. INMA dives into case studies and strategic advice as mobile continues to grow in its importance as a key part of media's digital audience strategy.

Dawn McMullan

— Dawn McMullan, INMA

Exclusive INMA material on “Mobile”

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Mobile trends for 2020: apps, advertising, and AI

The editor of Mobile Marketing Magazine led INMA members in an in-depth look at mobile trends for 2020: Apps will continue to grow in popularity, as will digital and programmatic ad spend, social media advertising and influencers, and AI.

18 December 2019

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How to monetise mobile storytelling’s future

High-quality storytelling offers an opportunity for better reader engagement and a way to monetise that engagement.

12 May 2019

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6 feature checklist of a powerful mobile strategy

A basic mobile strategy should include a mobile Web site and capability to host mobile ads.

11 November 2019

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Why a mobile-first, commercial audit is imperative to publishers

As news media businesses pivot into new models, they should perform internal audits that consider staffing, revenue, and future opportunities — and how mobile fits into all.

05 December 2018

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5 tips for launching, monetising mobile social media engagement

To harness mobile opportunities, publishers need to monitor their digital footprint, listen to what engaged parties have to say, and make a content plan.

09 September 2018

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Why App Store optimisation is important to publisher traffic

App Store opitimisation is an important part of a company’s mobile and overall growth and revenue strategy.

10 February 2020

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Voucher codes, mobile coupons are key audience, advertising engagement tools

By 2022, mobile will account for nearly 80% of all coupon redemptions. Research studies indicate people are likely to be receptive to mobile coupons, opening up many opportunity for media companies.

26 February 2019

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Localised messaging elevates brands from mainstream advertising

If brands can use location targeting in a relevant way, it can yield powerful results.

09 April 2019

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Is mobile the future of television for advertisers?

YouTube and television are not in competition, but rather complement each other as each evolves. Advertisers need to consider this as they try to reach Gen Z audiences.

06 October 2019

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The impact of removing Instagram “likes” on brands and influencers

Removing Instagram "likes" is a controversial move that will require brands to rethink their key measurements for success.

07 August 2019

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UK digital ad spend continues to focus on mobile

Digital ad spend in the United Kingdom is expected to increase 10% across the five largest-spending industries, with much of that growth coming from mobile.

30 September 2018

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Research: Americans spend more time on mobile than watching TV

The latest Mary Meeker report indicates people spend more time on mobile than watching television, and they often consume content on more than one platform at a time. Here’s more on consumer trends news brands and their advertisers need to know.

26 June 2019

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Is the mobile Web or an app right for your media company?

How do users interact with news media brands in mobile and apps? An INMA Product Initiative Meet-up delves into this topic, asking one big question: Is an app right for your news media company?

15 September 2021

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Apple Pay dominates mobile payments in the wake of COVID-19

Compared to Apple Pay’s 92% transaction share, Samsung Pay and Google Pay accounted for 5% and 3% of mobile wallet debit transactions, according to U.S. research.

24 August 2021

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MediaNews Group’s e-mail newsletters align process and purpose

MediaNews Group relied upon deliberate cross-company product prioritisation, collaboration, and execution to create its successful newsletter initiative.

22 August 2021

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4 media companies share strategies to capture audiences on mobile, social platforms

As media consumption habits evolve around news snacking and shortened attention spans. NDTV, Amar Ujala Digital, The Daily Star, and InShorts shared how they are adapting to engage audiences digitally during the South Asia News Media Summit.

15 August 2021

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Funke Media’s Coronavirus Monitor provides engagement breakthrough during the pandemic

The Coronavirus Monitor became one of the main coronavirus information sources in Germany and expanding throughout the world, making Funke’s regional brands known beyond their existing readership.

10 August 2021

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Deeper storytelling boosts Newsday’s social media engagement

By looking at what was performing best in terms of engagement, Newsday was able to shift its strategy and deepen connections with readers.

09 August 2021

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Mobile payments offer revenue, engagement, and data benefits for media

Mobile payments represent a way for media companies to increase revenue, build customer data, and further engagement. In an INMA members-only Webinar, Rob Weisz, CEO of Fonix, shares how mobile payments are benefiting several media companies.

04 August 2021

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New York Times’ digital strategy laid the foundation for its product strategy

For The New York Times, cultivating digital led to new journalistic efforts, new product features, and new revenue capabilities.

26 July 2021

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8 trends define the future of mobile

Technological developments over the past couple of years will influence how the future of mobile will shape all aspects of life.

25 July 2021

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INMA gets a deep look at the 2021 Digital News Report from Reuters Institute

An exclusive Webinar for INMA members with Nic Newman of Reuters Institute took a deep look into the 2021 Digital News Report and analysed what those trends mean for news publishers.

21 July 2021

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COVID-19 text messages build community, unique visits at Newsday

Newsday’s strategy to use texting to keep readers informed during the pandemic paid off with more subscribers.

07 July 2021

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GQ’s short-run newsletter course bests daily newsletter open rate by 160%

GQ created the “How to Do More Push-Ups” newsletter as a 17-day course while people were under lockdown due to the pandemic, kicking off its e-mail programme and drawing in new subscribers.

17 May 2021

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Economist drives digital engagement in 2020 through social media

The Economist leveraged its social media channels to drive engagement during 2020, specifically around the coronavirus and U.S. elections. During the latter, its Web site enjoyed record traffic.

19 April 2021

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Nikkei rides the Wave app into the future with increased engagement

Nikkei Wave is an experimental app designed to provide users with an improved recommendation algorithm, auto-generated video view, and a simpler user interface.

18 April 2021

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NZ Herald app re-launch focuses on design, boosts subscriptions

The New Zealand Herald decided to create an app that was as intuitive and elegant as its Web site, basing its design on user experience research. Since launch, in-app subscriptions have made up 27% of subscriptions.

12 April 2021

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VGTV delivers compelling documentary via mobile, reaching young and female audiences

VGTV's mobile documentary, “Tarjei’s Experiment,” followed 29-year-old Tarjei Flove as he battled lymphoma on his own terms.

04 April 2021

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COVID-19 proves m-commerce is here to stay

Google, Amazon, and Alibaba are capitalising on people’s interest and ability to shop online via mobile with ease.

27 October 2020

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The Hindu shares 7 fundamentals of a successful digital subscription business

A Webinar with The Hindu led INMA members through the seven fundamentals that have helped bring it digital subscriptions success — from pricing to embracing failure to prioritising journalism.

25 August 2020

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Mobile is media’s next partner for subscription efforts

Customer engagement strategies will increasingly involve a mobile-first approach, and mobile will likely be the cornerstone of a diverse and growing reader revenue stream.

04 August 2020

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HLN.be uses Stories to attract a younger audience

Adding the Stories format to news coverage allowed HLN.be to engage readers, particularly those in the 25-34 age demographic, for a longer period of time.

06 July 2020

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KMTV creates mobile community with interactive app

The KMTV mobile app allows users to upload digital posts containing videos, photos, audio files, and GPS locations to KMTV’s private cloud dashboard.

04 June 2020

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Advance Local's builds customer relationships through text message services

INMA Presentation File

22 May 2020

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The Big Issue’s COVID pivot: Subscriptions, donations, downloads, and sales

INMA Presentation File

19 May 2020

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CNN 411: Coronavirus information and local resources

INMA Presentation File

19 May 2020

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Long Island Divided

Our initial challenge was to be compelling and digestible so our mobile-first audience would consume a dense project with 110 videos, 45,000 words across 24 articles, and 72 graphics.    Our strategy was to break it down into pieces that were easy to understand and navigate, and assemble them into ...

01 March 2020

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Ready To Shop

93% of South Africans have mobile phones; the proportion of internet users is now at 54% with 31.18 million internet users, 33% of whom use a mobile phone as their primary browsing device. Conversion to e-commerce in South Africa has been slow, at 1.4% of overall revenue, but there is enormous potential, ...

01 March 2020

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Mobile media: The consumer evolution

INMA Presentation File

22 November 2019

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Powering a Parliament with an app

INMA Presentation File

20 November 2019

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Creating apps with high ratings

INMA Presentation File

18 November 2019

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Storytelling in the mobile-first era

INMA Presentation File

06 November 2019

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Developing audience and driving revenue in a mobile-first world

INMA Presentation File

15 May 2019

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How to monetise mobile content

INMA Presentation File

15 May 2019

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How to own the phone

INMA Presentation File

15 May 2019

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How to win at mobile storytelling

INMA Presentation File

15 May 2019

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Mobile storytelling at New York Times

INMA Presentation File

13 May 2019

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John Lewis demonstrates importance of mobile in retail

The retail brand John Lewis understands its customers’ browsing and purchasing habits and uses that information to create the best user experience.

13 November 2018

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Top Web resources on “Mobile”