Speakers: Annual Publishing Conference
The Next 15 Years
David’s talk, amongst other things, was an interesting insight into the future of technologies and how this could benefit us or possibly hinder us.
He spoke about why some companies had failed in the last 15 years as they had not kept a breast with up to date technologies and why some had not because they had done! And the pattern would continue for the next 15 years if we all don’t get on board the rapid moving technological landscape.
Another point he raised is information/cyber security both in publishing (how there needs to be more awareness of it) and in our everyday life as the number of gadgets we use increase.
Implementing a Content Enrichment – The easy way, or the right way
Jason, Director, Platform Capabilities at Wiley gave guidance on how to implement a content enrichment strategy. The idea is to enrich digital content as to make it more valuable to the publisher.
This could include related article services to grouping together content so that it can be used for multiple purposes such as SEO and TDM services.
Going beyond Content is the Secret to your Success
Paul spoke about how to really know your customers through the enhancement of data and, by doing this, knowing what products your customers want (and will ultimately purchase!).
In a nutshell, this is done by analysing the digital footprint of your customer; what their purchase history looks like, their demographic etc. (the list is endless, these are just two examples), you then can tailor products, services and campaigns to they want.
What happens when you involve users in developing your products?
Sharon Cooper, Chief Digital Officer for the BMJ, gave an interesting talk on how their digital products need to be designed in line with user needs. But how do they know their individual user needs? What could be a good function for one may not be good for another.
Well, the conclusion to this, is to involve the actual users on their specific needs across the whole spectrum of the medical industry from student to GP and management. They are then able to get an idea of the requirements and build in the functionalities for the relevant level.
Secondly, hold a Design Sprint, where you take 5 people from different sectors of the business (sales, technology etc.) and take 5 days out to road map the product as follows:
Day 1: UNPACK
Share knowledge, common understanding of the design challenge and define metrics.
Generate ideas and variations, critique and weighted voting.
Day 3: DECIDE
Conflicts and assumptions, storyboard and plan prototype.
Day 4: PROTOTYPE
Build a realistic version of the storyboard.
Day 5: TEST
Validate with real users and determine how people understand your product.