By Steve Lazuka, Zerys for Agencies
There are many very good reasons for marketers to utilize mobile-friendly content marketing. Mobile marketing has exploded in recent years. Did you know that now, one half of all local searches are performed on mobile devices? (Microsoft Tag). The implications for mobile ecommerce are staggering.
More Than An Ad
Mobility is more than text messaging. The range of available technology for use by consumers is a prime consideration among marketing professionals. Consumers are a wide, global group of users and information-hungry readers.
So, marketers need to be aware of the mission to reach consumers using different methods. Mobile devices, strategies and tactics have become a necessary component of any successful marketing campaign
View From The Top
There are some considerations to keep in mind when you are aiming for a successful marketing campaign. Development of a mobile-friendly website with mobile-friendly content and knowledge of the skills and abilities of your audience are three important realities for consideration when getting started.
A mobile society presents challenges and requires that marketers have better insight into the motives and mindsets of this huge consumer base. Here are 5 tips for better mobile-friendly content marketing:
Tip #1: Location, location, location
Content marketers wishing to score a successful outcome must be everywhere the consumer lurks and able to accommodate any device they are using. Create your own memorable mobile app and consumers will find your marketing message.
Tip #2: Acknowledge User Experience
The skill of the user must be a consideration when conveying a mobile message using available technology. Easy-to-use Quick-Response Codes (QR codes) are an option, and can appear on websites, email messages, advertising and mobile marketing devices.
Users scan quick-response codes with a mobile device and are taken to the website where a riveting message or actionable offer awaits. Code scanning and trackers give marketers a measure to calculate the return on effort.
Tip #3: Clear Objectives
Because the modern consumer has connectivity everywhere and with every imaginable device, it is important to access the “infinite loop.” Infinite loops include all touchpoints the consumer is likely to access: smartphones, television, personal computers, eReaders, etc. Mobile marketing goals should be part of every online strategy and separate from plans for desktop technology.
Focus your plans on mobile marketing. Be clear about the reasons for mobile marketing and your expectations. Mobile responsive design is content or layout that automatically adapts to any screen size. When the audience and the technology are clear, the crafting of a message will also gain clarity.
Tip #4: You Make Your Own Success
The success of your message becomes easier when you:
- Achieve the delivery of the same content to all electronic formats
- Give the user an opportunity for seamless transition between devices
- Optimize your message for every mobile device
Planning your message to reach all mobile technology is difficult unless each step has measurable steps to help evaluate value and effectiveness. It is necessary to have a yardstick to determine the steps making up a total user experience. This helps to evaluate the items to keep and the items to eliminate.
Tip #5: A Desirable Outcome
Desirable outcomes are the sum of its successful measurable parts. Mobile marketers learn from each step in this process. They keep testing and incorporating successful steps into future presentations. Repeat the best and destroy the rest.
Mobile marketing is not a hit-or-miss process. The action-packed planning process begins at the very core of your message. Evaluate your goals and build toward them one layer at the time.
Steve Lazuka is the founder of Interact Media, creators of the Zerys Content Marketplace and Zerys for Agencies content marketing platforms. Follow Steve @SteveLazuka.
Zerys is a powerful content project management tool and writer marketplace that makes it simple to manage any content project from start (strategy planning) to finish (auto-publishing). Zerys for Agencies is a custom, private-labeled solution that allows agencies to manage all their clients’ content projects from one, simple dashboard. Zerys was founded in 2008, and is now used by thousands of businesses and hundreds of marketing agencies.