Go Mobile Before you Go Mad

Go Mobile Before you Go Mad

You followed the basics and set up a targeted content marketing campaign, but all this talk about mobile is a bit overwhelming. Don’t sweat it, here are a few simple tips on how to mobilize your marketing… WHY MOBILE MATTERS There are a ton of statistics that illustrate why moving to mobile is imperative if you want to reach your audience online.  And if this one graph doesn’t convince you, then I’m not sure anything will. Mobile is now the leading platform for consuming digital content in the US by a whopping 60%.  More and more of your target customers are going (or have already gone) mobile.  You can’t expect them to come looking for you; if you want to talk to them, you need to be where they live… “If we don’t connect with customers on their terms, they will go somewhere else. Period.” Greg Hickman MOBILE BENEFITS Now we aren’t actually predicting the demise of laptops in the next year or two, but one can’t ignore the momentous shifts from computers to smartphones, tablets and phablets.  And it probably won’t be long before we’ll be adding wearables to this list. Besides the obvious advantage that they’re always on, and always on-hand (did I mention that 83% of Gen Y’s sleep with their smartphones?) there are a number of reasons why an increasingly mobile world is good news for marketers. Here are a few: Lower Costs The efforts needed to set up mobile marketing promotions require just a few second-party advertising platforms –and when they do it’s often at a more affordable rate. Behavioral analytics Mobile devices provide insights into behavioral tendencies and personal profiles, meaning that when somebody consumes your content through a mobile device you gain access to valuable data that will help you understand where, why and how your audience invests. Easy Access With the ever-evolving mobile marketing apps like HootSuite, Evernote, Buffer and feedly organizing your feeds, content and social communications, your time spent staying connected with customers and prospects is lower and your impact larger. Plus, mobile phones come with a built-in payment mechanism: the hallowed SIM card, which removes the inconvenient extra step between initial desire and commitment. Cha-ching! BE MOBILE FIRST The most important step in mobilizing your marketing, is to make it mobile-friendly. Sounds pretty obvious, right? But we’ve all happened across those sites and landing pages that don’t display properly on our phones, or that re-route us to an app store before we can view any content. With all the HTML5-based website solutions available today, creating a responsive website, one that adapts automatically to the device from which it’s viewed, is no longer a headache — but visiting an unresponsive site is. Conform your content to the “surfing” nature of mobile use—where the viewer is always prepared to swipe, tap, or share.  And design it to be clean, not clumsy, in the absence...

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