Mobile represents around 65% of digital media time, while desktops are becoming a secondary touch point for more digital users. We can no longer assume that readers will be consuming a majority of a business’s marketing efforts on their desktops or laptops but instead from mobile devices.
Users may only be reading half way through content due to the constant distractions that comes with mobiles such as push notifications from apps and buzzes from text messages and emails. Readers on the go want bite-sized information that will serve them at every moment. However, if a web page or an email hasn’t been optimised for mobile devices, according to Google, 61% of users are unlikely to return to that site if they have trouble accessing it. A McKinsey and Company report also states that 41% of those users then go on to visit a competitors site instead.
Mobile devices represent a large part of our everyday lifestyle, it’s a unique device with connections to our family, friends and co-workers. It’s also a fully personalised device with apps that fit our needs and has the speed and accessibility to search for information on the move. Over 50% of users look at their phones first thing when they wake up and last thing when they go to bed. When creating content for mobile it’s important to keep in mind what mobile devices signify – the most personal medium or channel to a potential customer.
Mobile content marketing has no written rules as such - however keeping it “bite-sized” and contextually “relevant” will help. Content producers thinking of innovative ways to engage mobile users should take advantage of how content can be manipulated whilst also taking into consideration the limitations of screen real estate.
For example, the way users can manipulate content by swiping, tapping, touching and get insight about the users location offers opportunities to create a great user experience. A mobile website can be much more than a simplified version of its desktop site. It’s a platform brands can use to tell their stories in a clear and succinct way where it can be accessed anywhere.
When it comes to reading content on mobile devices most people are going to only read headlines or the first few lines therefore, it’s important to put the “big reveal” content up front instead of saving this for a “leading up to” approach. Readers don’t want to spend too much time browsing for the right content otherwise they will no longer find the page valuable or relevant to their needs. Too much scrolling can also put people off which brings us to another issue of working around small screens. The mobile experience and design is more important than ever and according to a CMS Report, 57% of users say they won’t recommend a business with a poorly designed mobile site. Mobiles obviously have a lot less space to fit all the useful information which can make things look crammed and take too long to load. A good mobile experience requires a page that doesn’t have too many click throughs but at the same time can provide efficient and concise content.
The most successful apps out there are social media apps and there are lots of functionalities we can take from them such as personalised content, real-time updates, location-based content, push notifications and sponsored advertisements. Smart Insights say that consumers trust search engines more when researching a product or service – however, many want to consume content through a slick app. This provides more than enough reason for why mobile is so important for a marketing approach.
A survey conducted by KoMarketing Associate stated that 97% of brand marketers believe a good mobile experience impacts customer loyalty however, 41% said they have no mobile marketing strategy in place or yet to implement an existing plan. With desktop usage being overtaken by mobile devices so rapidly brands must include the mobile environment as well if they want to stand out from their competitors.
Content marketers and publishers must understand the mobile environment and its nuances, then align this to their customer expectations in order to ensure their output is consistently effective. With mobile being the most personal medium, businesses have to earn the right to talk to customers on their devices.
By Anjana Varsani, digital marketing assistant at Better than Paper
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