Wed Feb, 2013 by Erin K. O'Neill
The world is going mobile. Mobile electronic devices are more prevalent than ever, and between tablets, smartphones, glorified MP3 players and netbooks, the market is still growing: almost a million people become smartphone users every day, and about 44 percent of American homes have a tablet.
Reaching this inherently on-the-go market effectively poses some challenges, but making some changes in how your company forms its content will create a messages that will make an impact on mobile consumers.
Use the tiny screen to your advantage.
The biggest differences between a mobile device and a computer is the most obvious: the screen size! Asking a mobile device to scale your content will make it extremely difficult to read, much less engage with. Design a separate campaign for the small screen. Fill the space of the ad with an attention-getting headline, a bold graphic, and a small amount of tightly edited text.
Get attention quickly.
Think about when people get out their mobile devices during the day. I know I most likely have mine in my hand while I’m waiting for something or as a brief diversion from work. That means your message needs to be so well-crafted that it breaks through my primary task (getting coffee, for example) and the usual distractions that my mobile phone provides (hello, Twitter!). Front-load your content with the big news at the top, and then design your ad to avoid too much clicking (notoriously imprecise on touchscreens) or scrolling.
Test your content.
Look at drafts of your content on lots of mobile devices. Testing the user experience is key when you’re developing content for mobile; especially since you’re dealing with multiple screen sizes and device designs. Testing on multiple devices will ensure your content will be as compatible as possible with everyone’s favorite gadget.
Mobile is social – social media, that is. Facebook, Twitter, Instagram, Pinterest, Klout, Vine and just about every other social network have a mobile app, and most are wildly popular. Facebook’s mobile app is visited by 78.4 million users in the United States, according to Nielsen’s Social Media Report 2012. “Time spent on mobile apps and the mobile web account for 63 percent of the year-over-year growth in overall time spent using social media,” the report said. Make your content witty and sharable.
With mobile devices becoming more and more popular, adjusting your content marketing strategy is just smart business. Get ready for the future of digital marketing – it’s hand-held and constantly on the go.