In the palm of their hands
Mobile
Mobile is the newest content platform to take hold, and it has endless possibilities. Many, if not most, savvy consumers have come to develop an intimate attachment to their smartphones, which makes your space on their phones all the more meaningful. Social media, games, texting, and calendars have become standard "accessories" in the mobile world, and soon content-driven customer apps will be a requirement for any B2C marketer, retailer, or content provider.
An app allows for regular updates, new content, and fresh features. Applications work best for short article length content that has been designed for the interface. Do not feed hard-to-read web pages or PDFs into your app.
Geolocation technologies for mobile have allowed marketers to tap into place-based marketing. With information on the user's whereabouts, a company can offer discounts, deals, or other actionable information (like the location of a movie or restaurant) to entice users to buy. According to security software company Webroot, 39 percent of social media users who own a mobile internet device use geolocation services. While there are some privacy concerns with the technology, usage is up, especially among younger users.
The takeaway? Matching the content to the correct media platform is critical to delivering the measureable results that marketers are seeking.
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