Though incorporating mobile content into marketing strategies has certainly been a hot topic recently, a new report from Forrester Research suggested there are several considerations to make these strategies most effective.
Forrester vice president and principal analyst Julie Ask asserted that the mobile experience is a highly contextual one, meaning that mobile marketing strategies must cater to the individual, rather than the masses, to be most effective. With this in mind, Ask asserted that mobile marketing must consider an individual's situation, preferences and attitudes, which highlights the importance of local relevancy and social advocacy to mobile content.
According to Ask, many mobile campaigns already consider one's location. Using local SEO to attract clicks from mobile searchers can be key to boosting mobile – and foot – traffic.
However, Ask suggested some fail to cater to consumers' preferences and attitudes. She offered several suggestions to bolster these practices, including creating personalized mobile homepage services and price comparisons for retailers, among others. Encouraging social sharing is another way to appeal to mobile users. When content is advocated by friends, on-the-go shoppers may be more likely to pay attention.
“The use of location is a minimum requirement today to meet consumer expectations of 'decent' mobile services,” Ask wrote in a blog post. “The bar is rising quickly though. Ebusiness professionals need to layer intelligence on top of contextual information and plan how they will use new contextual information such as temperature or altitude.”
Forrester predicted that U.S. businesses will spend $1 billion on mobile marketing this year, and U.S. consumers will spend $8 billion making mobile purchases. These means there is huge potential for businesses that can leverage mobility to their advantage. However, as Brafton recently reported, the rise of mobile devices means consumers are more informed than ever. With this in mind, businesses must offer more valuable content to capture this more knowledgeable audience.