Creating a mobile-first strategy in today’s market
- 22 March 2017
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Are you really surprised that many companies are creating a mobile-first strategy when updating their content marketing campaigns?
Today’s consumers are inundated with new technology, specifically mobile devices, which take up the majority of their online browsing moments and offline communication. Most consumers are very active on their smartphones and tablets.
In the U.S. alone, adults are spending 53% more time with digital media than they were three years ago, according to Marketing Charts. CNN also recently released a report that said the average American spends nearly half a day staring at a screen. This marks a shift in the average person’s daily consumption pattern, from getting on a computer a few times a day to spending long sessions multiple times a day – expecting to access information on demand. This also changes the type of content they consume and, since much of it is now delivered on a mobile device, the way in which it is consumed.
So, a mobile-first strategy is needed to incorporate the habits and expectations of today’s average consumer. But how can you keep your mobile strategies a top priority and still serve the needs of your target audience?
Implement marketing strategies
Just because you are concentrating on mobile platforms doesn’t mean that you shouldn’t use traditional marketing tactics. Just like before, you will still want to centre your content on your target audience’s values, emotions, inspirations or interests. A good marketing strategy will keep the consumer top of mind. In doing so, they will be included in all of your mobile-based content, advertising and marketing strategies. Consider using influencer marketing and social media (if you aren’t already) to help reach your target audience and create a more personal relationship with them.
Personalise your content
Big-time companies are realising that their content needs to be appropriate and unique for each individual prospect. Not all prospects are at the same place in terms of location and channel, so brands need to be careful to segment their lists and publish the right content on the right channels – and at the right time. You are approaching people who use their mobile devices whilst on the go, therefore your content should be short and simple but highly targeted to who you are trying to educate, entertain, inspire or convince. It is crucial to get the balance right between delivering highly personalised marketing and becoming invasive. Use a mass text service, automation software and social listening tools to help your company approach users in the most appropriate, relevant way.
Use a multichannel approach
Mobile devices provide several different means to communicate with consumers – via social media, text, online chat platforms, email, and the list goes on and on. As a result, you need to diversify the platforms you use in order to create a well-rounded approach: text services for business may make a great follow up for a customer who just purchased from you and wants to participate in a rewards programme; in-app messages might be great to pair with social media ads that are geo-targeted for your ideal audience; and remarketing ads can be paired with abandoned cart emails for users that didn’t get through the checkout process.
Try to look at how any given user is going to experience the combination of your campaigns. Consider imposing limits for how much you connect with the user in a set timeframe so as to not become intolerable and turn them off from sending too much branded content, which can start to look like spam.
Create mobile-friendly content
This should go without saying, but if you are going to have a mobile-based strategy, then you need to publish content that is mobile-friendly. Optimised content should be created with responsive design and in a streamlined manner.
Are you satisfied with how you’re currently producing mobile content? Do you have any questions or additional comments? Let us know in the comments below.
Ken Rhie is the CEO of Trumpia, which earned a reputation as the most complete SMS solution, including user-friendly user interface and API for mobile engagement, Smart Targeting, and cross-channel features for both mass texting and landline texting use cases.Back to all
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