As mobile technology becomes more prevalent and its capabilities more advanced, there has never been a better time to deploy a content marketing campaign driven by mobile devices, according to a recent Memeburn.com report.
However, the report stated, many marketers focus on the wrong aspects of mobile marketing. Rather than utilizing the technology's capability to keep customers constantly connected, many mobile marketing campaigns are too heavily driven by a “cool” or “cleverness” factor.
“What [campaigns] should have been judged by, instead, is their effectiveness in achieving the marketing objective or in engaging the consumer,” the news provider wrote.
To utilize mobile content marketing to its full potential, there are a three primary considerations on which marketers should focus, Memeburn suggested. These include an intuitive user interface, simple graphics and smart mobile content.
“Furthermore, the communication must be beneficial to the recipient – be this in the form of information, entertainment, reward or all three,” the report stated.
Useful content published across the mobile (and traditional) web is key to engaging audiences. As Brafton reported yesterday, consumers suggest they are increasingly willing to pay for high-value content accessible online, and brands might find they can generate sales among avid site readers.
