Brands: How content should change your mobile strategy

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Kristina: What is the connection between content marketing and mobile strategies?

Marla Schimke, Vice President of Marketing, Zumobi: According to a new report by Adobe and eConsultancy, Content Marketing, Customer Experience, and Mobile Marketing are the top three most exciting opportunities for brands this year. With adults currently spending nearly two full days per month on their smartphones – that’s roughly 2,880 minutes a month, 720 minutes a week, and 103 minutes a day – mobile has become the ultimate platform for brands and marketers. By marrying one of marketing’s hottest disciplines, content marketing, with the worlds most beloved device, the smartphone, a new and highly effective marketing strategy has been born: Mobile Content Marketing.

Kristina: How important is it for brands to think about content marketing as part of an overall mobile strategy?

Marla: For brands thinking about their overall marketing strategy, content marketing and mobile should no longer be mutually exclusive efforts. And why should they be when mega-brands and retailers have amassed audiences within the millions on mobile? Via apps or mobile web, literally all eyes are on mobile and consumers are craving content delivered to their favorite device. The key, however, is providing consumers with the most interesting and relevant content at the right place and time, which has always been the crux of every marketer’s strategy. But it’s easier said than done. Luckily, mobile content marketing technologies empower marketers to provide their consumers personalized and highly targeted content based on their expressed interests on their mobile device, allowing them to consume only the most relevant content.

Kristina: What trends are you seeing in mobile usage from a consumer standpoint?

Marla: Now that mobile consumption has officially surpassed TV, it has literally become the new primetime. In fact, according to Flurry Analytics, time spent on mobile devices grew over 9 percent in 2014, while time spent on TV has remained flat. According to the US Bureau of Labor Statistics, the average American is spending nearly 3 hours per day on their mobile devices. Gone are the days of 60-minute TV shows. Consumers today have become very selective – they only want to intake the most interesting subject matter when and where they want. To no surprise, mobile has become the ideal forum for consuming content.

Kristina: What do these trends mean for mobile brands?

Marla: In 2014, Chase reported having 17.2 million active users on their apps. Because consumer attention has shifted so dramatically to apps via the mobile screen, brands have an unprecedented opportunity to engage and communicate with consumers in a new way. Marketers need to be where their customers are – on mobile. Today, every brand must embrace a mobile content marketing strategy.

More from Marla and Zumobi next week, including her top 3 tips for a strong mobile content strategy.

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.