Kurt Hawks, general manager of Greystripe, recently told eMarketer that targeting mobile consumers means creating original, quick-hitting content.

In an interview with eMarketer, Kurt Hawks, general manager of Greystripe, said that companies creating content aimed at smartphone and tablet users need to demonstrate value with clear, concise messages. Hawks said that while consumers are spending more time with their handsets, content marketing campaigns aimed at these users need to convey value propositions of products or services as quickly as possible.

Whether they’re accessing smartphone apps or the mobile web, smartphone owners want information to load quickly and provide the most relevant answers to their research.

Creating news content marketing campaigns aimed at mobile users may be the best way to reach these users quickly. Brafton has reported that on-the-go internet users seek more news information once becoming tablet owners. Articles demonstrating industry demand for services or product reviews written in the quick-hitting news format will help provide the relevant details as quickly as possible.

“Smartphone users, they are have money to spend, and they’re on the go,” Hawks told eMarketer. “They make informed purchasing decisions. … They prefer a value exchange with advertising and free content.”

Brafton recently reported that consumers and B2B buyers are using their mobile devices, both tablets and smartphones, in conjunction with desktop computers as part of the shopping process. Nineteen percent of consumers said they use both their tablets and smartphones to research potential purchase decisions.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.