Mobile content strategy the definitive guide 150601

Mobile Content Strategy

The Definitive Guide

Your Brand Here

Mobile Best Practices

B2A Mobile Engagement

Mobile Content Strategy The Definitive Guide

2 hours 48 min

Even television, the great American pastime, now trails mobile in terms of daily average consumer attention

Average daily consumer attention, Q4 2014:

TV

MOBILE

Mobile-First Thinking The world has gone mobile. For day-to-day activities like shopping, browsing, and socializing, your audience puts mobile first. To keep pace with this shift in consumer attention, modern marketers must do the same.

Mobile share of consumer media consumption:

51% 75% 84% 66%

Email* In-store Shopping** Social Media*** YouTube****

2 hours 57 min

*Venturebeat **Google Shopper Marketing Council

***Wallstreet Journal ****Recode.net

*****24/7 Wall St

*****


Here is a strategic framework for putting mobile at the center of your marketing planning.


Mobile Content Strategy The Definitive Guide B2A Mobile Engagement

Break your media down into four media categories 1.  Paid 2.  In-Store 3.  Owned 4.  Social

1 2

3 4

1

2

3

4

Media Categories



Within each media category, there are specific consumer touch points. We include the most common touch points in this framework, but you can create your own that are specific to your business.

Consumer Touchpoints


Here are the most common touch points in each media category. Each touch point requires its own set of tactics. The sum of these tactics is, in essence, your mobile strategy

TV & Radio

Search

Desktop Display Ads

Mobile Display Ads

Mobile App

Brand Website

SMS

Email

Facebook

Instagram

Twitter

Pinterest

End Caps

On-Pack

Demos & Events

Print Ads

Mobile Content Strategy The Definitive Guide B2A Mobile Engagement

The core of your mobile strategy involves publishing engaging content on the mobile web. While a native app can be an indispensable tool for brands, a web-centric approach gives you maximum flexibility & reach while enabling you to capitalize on Google’s new mobile-first search engine ranking.



Let’s look at mobile best practices for the different touch points in each media category.

TV & Radio/Video Desktop Display Ads Mobile Display Ads Search

Integrate an SMS call to action into the narrative, incentivizing your audience to text a keyword to opt-into a mobile database

Don’t stop at the click – create responsive cross-screen landing pages built around an interactive post-click experience

Publish mobile-optimized landing pages designed for keywords relevant to your mobile audience

Paid Media

On-Pack End Caps Print Ads

Demos & Events

Capture mobile numbers & emails at demo stations via SMS opt-in & incentivized lead generation

Replace that QR code with a clearly-incentivized SMS call to action, creating an experience that fits the consumer’s natural mobile behavior

Drive foot traffic to the shelf with the promise of engaging digital content like product selectors, games, & multimedia

Generate leads and drive your print audience to engaging digital content & promotions with a printed SMS call to action

In-Store Media

Brand Website Mobile App Email SMS

Employ a responsive, mobile-friendly design. Embedding iframes into the page offers an easy tactic to ensure mobile first content renders correctly on desktop devices

Integrate rich media HTML5 web content with push notifications to create a seamless brand story across the mobile experience

Enhance emails with mobile-optimized layout & engaging post-click content that collets actionable data

Build, segment, & regularly engage an SMS opt-in list with personalized post-click content to see 98% open rates

Owned Media

Facebook Twitter Instagram

Pinterest

Create Facebook-specific mobile landing pages with calls to action designed to drive social share

Make sure your campaign story and mobile-call-to action are streamlined enough to be delivered in 140 characters

Collect followers and promote earned reach with mobile campaigns that encourage user generated content & social participation

Social Media


A unified, mobile-first strategy allows you to bring content created for all these different touch points together in a cohesive brand story for the consumer. This approach makes your brand more relevant, more accessible, and more memorable for your audience.

TV & Radio

Search

Desktop Display Ads

Mobile Display Ads

Mobile App

Brand Website

SMS

Email

End Caps

On-Pack

Demo Stations

Print Ads

Facebook

Instagram

Twitter

Pinterest

Engage

Your Brand Here


The next step is tracking audience and performance for all your content across marketing channels. Google Analytics uses UTM strings with custom URLs to accomplish this. Once you’ve established a mobile-first content publishing structure, you will be able to reliably attribute engagement to marketing spend from any source.


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Mobile Content Strategy

A Definitive Guide

Your Brand Here

Mobile Best Practices

B2A Mobile Engagement