Knect365 is part of the Knowledge and Networking Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 3099067.

Informa

4 Reasons Why Mobile Marketing Is the Future of Content Marketing

Over the last several years’ content marketing has really come into its own. After going through some ups and downs, from the days of banner advertisements to articles oversaturated with keywords, the field has matured and is now more innovative than ever. As the field advances, new avenues have opened up for content writers and market researchers to explore. Subsequently, these developments have created more opportunities for companies to find what works best for them and their consumers.

One of the more, perhaps unexpected, trends that we’ve seen in marketing is the resurgence of mobile marketing through the form of apps. No longer limited to SMS campaigns and awkwardly place promotional content, mobile marketing has become as elegant as our devices. For businesses just starting out, or looking to freshen up their content strategy, there is more than one good reason to make sure you're mobile focused

1. Beyond the desktop

To get yourself out there, you don’t really have a choice between desktop and mobile these days. In the US alone, 51% of time adults spend online is on a mobile device, and that number most likely isn’t going to slow down anytime soon. The transition from desktop to mobile has resulted in a boom in companies reaching out to mobile experts to help them create mobile-friendly apps and platforms that appeal to today’s active consumer.

Focusing on mobile marketing will not only help you reach a wider audience, but it can significantly improve your content strategy. Engaging with your audience through mobile devices will generate a pool of information about your consumer that will allow you to develop more intelligent content. Knowing what types of content trends resonate most with your audience, will help you improve social channels, campaigns, and future research.

2. Cost effective

Depending on your age, you might be nostalgic for simpler times, but you probably don’t miss being spammed with random messages about promotions from companies you probably never even heard of. Today most of us check our email on our phones. Whether we’re catching up on a bit of work during our morning commute, or simply killing time, checking email takes up a significant part of our mobile usage.

Incorporating email into your mobile marketing strategy is a low-cost way to share your content. Successful use of email is also a great way to build up a consumer base through subscriptions. Whether it’s through newsletters, calls to action or simple promotions, many businesses, big and small, are seeing success with email.

3. Expanded reach

The evolution of mobile marketing has resulted in a focus on the individual. The transition from desktop to mobile has led to the development of Location Based Advertising (LBA), which has allowed companies to better understand their consumer’s needs based on where they live  LBA can create a curated experience for consumers that focuses on providing useful content. This strategy has removed the unappealing practice of simply pushing a product, and introduced more meaningful interactions with consumers on a case by case basis.

4. Gamifying the interest

Not only is mobile marketing more swift, intuitive and user-friendly compared to more traditional forms of marketing, it’s also a lot more fun. Mobile marketing campaigns often turn to gamification to develop interest in their product. Taking a playful approach to engaging with users can be ideal when launching a new product, a new ecommerce site or new campaign as it shows that your company has personality.

Additionally, Gamification can be used to keep consumers coming back. This can be done by offering incentives, like rewards, discounts or free trials on a newly launched app. The use of gamification tends to bring in a wide and diverse faction of users, which not only allows you to build a solid customer base but keep one.

Charles Dearing is a veteran tech and marketing journalist with over 15 years of experience using words to move people to act. He has written for various publications such as ProBlogger, Big Think, Apps World, to name a few. You may connect with him on Twitter.

Get articles like this by email