To recap, marketers need to think about smartphones and tablets as the average amount of video watched on mobile devices is expected to jump up to nine minutes this year. Brands are investing in original content but then, can be overlooked on the ideal channel to properly distribute it.
The solution in creating branded content experience that delivers results could lie in a centralized mobile content marketing strategy. By properly integrating content channels and reaching all potential customer touch points, brands can maintain open access to content assets, assist in encouraging ongoing engagement and finally, building affinity.
According to comScore, smartphones and tables accounted for almost 60 percent of time spent with digital media last year. Apps represent the majority of digital media consumption activity. It is on the consumer’s existing reliance on apps for utility content that creates the perfect opportunity to expand content offerings to expand content offerings to further boost the customer-company bond.
Marla Schimke, vice president of Marketing with mobile content marketing company Zumobi, believes that many digital marketers aren’t currently taking advantage of mobile for content marketing because they’re unclear about what a mobile content strategy entails. “Mobile content marketing doesn’t demand that brands create a whole new content stream,” she says. “They can leverage existing channels and available resources.”
Measuring Mobile Content Success
By extending content marketing to mobile would require a closer look at how brands should measure success. Schimke says that there are three main metrics by which brands should gauge the effectiveness of their mobile content strategy: purchase conversions, in-app session times, and returning app visitors. “Mobile content marketing aims to drive engagement by providing the consumer with highly personalized and relevant content,” she said. Schimke adds that mobile content marketing technologies can incite consumers to visit brand apps “as a go-to source of information and entertainment throughout their day.”
Traditional marketing groups often struggle to gain consumers’ trust but Schimke says that mobile content marketers have he upper hand due to their ability to deliver personalized content that, “if executed correctly utilizing the appropriate data, turns consumers into brand loyalists.” Indeed, mobile technology is naturally effective at humanizing corporations through customized content.