Market experts including Google have been predicting this transition, and now it’s finally here: Mobile use has surpassed desktop in the United States, Canada and Britain, according to a recent study by comScore. And for many brands in the U.S., they’re discovering that mobile is not only the first, but increasing the only, means of use for their digital consumers. With mobile showing no signs of slowing down, what does this mean for today’s marketers?
Embrace Mobile Content Marketing With consumers in three major markets including the U.S., Canada, and the United Kingdom embracing a mobile-first mindset, it’s a proven game changer for CMOs who heed the call and incorporate mobile content marketing initiatives into their overall marketing strategies. More than ever before, CMOs cannot afford to ignore the mobile landscape. In these three countries alone, more than half of all digital media time is being spent on mobile, and as the study also confirms, the vast majority of mobile use is right where a mobile-savvy content marketer wants it to be: in-app. With mobile content marketing leading the helm, content should no longer exist in silos. Rather, CMOs can incorporate various species of content from videos, blogs and articles – think YouTube, long- or short-form content, Vine, Instagram, Twitter, etc. – all into one convenient, accessible location: within the app.
Provide Personalized Recognition As for the group leading the charge? Not surprisingly, it’s the technology driven millennials. In the U.S. alone, this group of young adults spends 61 percent of their digital media time on smartphones. Personalization for mobile content marketing is important for all age groups, but particularly for millennials. They have high standards when it comes to the brands targeting them. Growing up in an age where you have a very defined digital social identity, they refuse to be a blanketed anonymous target, therefore ignoring traditional mass media efforts. Millenials demand the same digital recognition from the brands they pledge loyalty to as they do the friend they are tweeting with – so address them directly, know their likes and dislikes, and even consider rewarding them on their birthdays. That is just the beginning. Leveraging a mobile content marketing platform, brands are able to gather mass amounts of anonymous data on their individual customers, allowing them to build accurate and complex customer profiles so that they can activate, engage and ultimately convert consumers.
Apps Are 24/7 One major benefit to mobile that desktop just can’t compete with, is all in the name: its mobility. It has the advantage of being anywhere, at anytime. This accessibility is another aspect of personalization, one that offers brands content marketing power – mobile devices are literally with their target consumer at all times. Combine 24/7 access to apps with content personalized specifically for each individual, and it’s no wonder that mobile has not just surpassed, but leaped past desktop use.
The future of mobile content marketing glows as bright as a smartphone screen when you deliver custom content for your consumers on mobile. From special promotions to personalized push messages, integrating customized content all in one convenient place is key. Moving forward, CMOs will benefit if they focus their mobile content marketing efforts where it really matters: in-app.
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