The importance of mobile content marketing is beginning to be felt across businesses of all sizes. But, according to one expert, companies must pay attention to the little things to make their mobile marketing campaigns successful.
In a recent interview with ZDNet Asia, Mobile Marketing Associate Asia-Pacific managing director Rohit Dadwal acknowledged that mobile as a marketing platform is growing rapidly as more companies recognize the value of reaching customers through mobile technology.
At the same time, however, Dadwal noted that marketers must adjust to mobile campaigns, given their relative newness. To optimize the potential of mobile marketing, Dadwal said, companies must understand the nuances of the platform, including how to create mobile content that appeals to target consumers, as well as the devices and operating systems that can be used to distribute this content most effectively.
“We see social media and mobile 'experts' popping up all over the place, but very few actually know what [mobile] has to offer, and how enterprises can use it to successfully communicate with their audiences and offer value to them,” Dadwal told the news provider.
Marketers might consider more aggressively promoting their content on mobile-friendly social channels to better engage audiences though social advocacy, and they should remember to practice local SEO to catch the interests of nearby consumers. A recent Forrester study covered by Brafton reveals that contextual mobile content performs best.
Businesses are also more likely to benefit from mobile marketing campaigns by establishing clear goals. As Brafton reported, mobile marketing campaigns tend to be more effective when a concrete strategy is in place and when mobile content is consistent with a company's general web presence.