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Mobile content strategy the definitive guide 150601

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For consumers, mobile is at the center of modern life. It’s the engine that powers how we shop, how we socialize, how we navigate the world around us. And, for modern marketers, mobile is the beating heart pumping vitality into every consumer touch point.

Check out this free eBook to learn how you can develop the strategic framework necessary for seeing the highest return possible from your mobile audience.

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Mobile content strategy the definitive guide 150601

  1. 1. Mobile Content Strategy The Definitive Guide Your Brand Here Mobile Best Practices B2A Mobile Engagement
  2. 2. 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 *****
  3. 3. Mobile Content Strategy The Definitive Guide Here is a strategic framework for putting mobile at the center of your marketing planning. Mobile Content Strategy The Definitive Guide
  4. 4. Mobile Content Strategy The Definitive GuideB2A 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 Mobile Content Strategy The Definitive Guide
  5. 5. Mobile Content Strategy The Definitive Guide 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
  6. 6. Mobile Content Strategy The Definitive Guide 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
  7. 7. Mobile Content Strategy The Definitive GuideB2A 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. Mobile Content Strategy The Definitive Guide
  8. 8. Mobile Content Strategy The Definitive Guide Let’s look at mobile best practices for the different touch points in each media category.
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. Mobile Content Strategy The Definitive Guide 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
  14. 14. Mobile Content Strategy The Definitive Guide 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.
  15. 15. Mobile Content Strategy The Definitive Guide Want to learn more? Read the free ebook for more info
  16. 16. Mobile Content Strategy The Definitive Guide Mobile Content Strategy A Definitive Guide Your Brand Here Mobile Best Practices B2A Mobile Engagement

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