Developing A Mobile Content Strategy: What You Need To Know

The world is becoming increasingly “mobile.” From the popularity of mobile phones comes an increased ease of travel, shopping, chatting -- pretty much anything you can think of. With that in mind, marketers are coming up with more ways to reach people based on contemporary lifestyle and consumer behavior.

Due to the ever-growing accessibility of new technology like smartphones and tablets, people are becoming more reliant on technology to aid in the completion of many everyday tasks. With the improvements in location services, and the increase in overall applications for mobile devices, the average consumer relies more on mobile technology to help them with shopping, directions, information, and the like, meaning that marketing with mobile is only becoming increasingly important.

In order to begin developing a mobile content strategy, begin considering the modern consumer and how you can be available to them in the moment. Adding compatibility with mobile devices allows your audience access anywhere -- which is what they expect and are quickly becoming used to.

In addition to formatting your content to be mobile-friendly, consider paid advertising options as well. Mobile advertisements target users while they’re on the go, complementing actions they’re already performing in comprehensible, straight to the point messages.

As you integrate mobile content into your marketing strategy, be mindful of the different avenues available to you, be it self-promotion or pure advertisement. Marketing with mobile means promoting your brand through the appropriate channels to reach demographics, with both published and paid-for content.

Before launching your mobile marketing strategy, you should formulate goals for your mobile content, and ways to adhere to branding. Some recognizable ways to keep on track include minding your mobile presence, as well as your content’s performance feedback:

 Presence: It’s first and foremost important to establish a presence on mobile. Your business’s homepage presence should be optimized for mobile,

○      Homepage: Your homepage should have a mobile version. This version should be pared down to the basics for usability purposes and to accommodate the smaller bandwidth of mobile devices.

○      Social Media: Your brand should definitely have established social media network partnerships. These are accessible through mobile devices with built-in app support.

Data: The expectations and high use rates of mobile users mean that there’s a wealth of information available on your consumer profile. Due to the prevalence of apps and location services, there’s more information out there than ever before about what people are doing, where they’re going, and what they’re interested in while they’re in different places.

This data is useful both for direct marketing, as in sending out targeted advertisements when people are in different areas, and in indirect initiatives which focus on aggrandizing your brands based on conclusions culled from data sets and trends. Many applications for mobile offer paid sponsorships and advertising options which will use algorithm probability to inject your content directly into the functions of a mobile user who may be interested in your service.

Mobile content is a group of variable messages that can be found anywhere during mobile use, and at any time. Using mobile content for marketing means applying creativity to brand strategy and being visible in a variety of places, while employing a thorough knowledge of customer behavior in order to directly target your intended audience.