Data unveiled by the 2012 Adobe Mobile consumer survey has solidified the impact that mobile technology is having on consumerism and mobile marketing. The graph below shows that that the most popular mobile devices are Android smartphones with about 45% of both men and women using one as their primary device.
With data proving that mobile marketing is continuing to grow, what can you learn from this to improve your current content strategy?
Mobile marketers are going to have to make their campaigns and their content adaptable to be easily read and shared though mobile devices. This includes making it easy to search for and find. Most people that own more sophisticated mobile devices such as smartphones and iPads, use the technology to search for news and information, therefore it is important to optimise your content so that landing pages and websites are easily found when using mobile devices.
A big part of why people love their mobile devices is because of what they bring to their lives, both personally and professionally. Speed and efficiency is a critical part of the product and one of the main benefits of mobile technology. This means that people want to be able to access content and websites as fast as possible. Accommodate this by making your landing pages easily adaptable for the different platforms that people may use to access them, and as a result you will see the improvement in engagement and conversion rates.
What the survey found was that there are features that people feel would directly increase the likelihood of them purchasing goods while using their mobile device. Features such as being able to compare and view products side by side and at 360 degrees were the two most influential.
The data from the survey confirms what some have believed for a few years, that mobile technology is going to play a massive role in the future of the modern consumer. However, what cannot be predicted is what form mobile technology will take in the upcoming years. One of the most surprising results from the survey was that the index stated it predicts tablet visits to surpass smartphone phone visits by 2013; with technology like the iPad and the new generations of tablet technology to become even more significant for mobile marketing.
A good content strategy is based around adding value to a community of people; the emphasis will always be on you to make it easy and stress-free for people to engage with your content. The most valuable thing for many people is time, so by accommodating this with your approach to providing content, you will be able to connect with people in a meaningful way. It is important that the flexibility that mobile technology provides is reflected in your content strategy and that you are able to adapt to the needs and wants of the people you are trying to reach. This may mean being more adventurous with the platforms you choose to create your content with and the multimedia you incorporate.