Pew Research (pewinternet.org) conducted a 2013 study on smartphone ownership in the US. They found out that 56% of American adults own smartphones while 34% own tablets. On top of that 63% of smartphone owners use their devices to go online.
Business Insider and ComScore both claim that mobile internet will overtake desktop internet usage by 2014. Time check: 2013 is almost over.
A content marketer in his or her right mind would never take these bits of information for granted. In fact, a good marketing team would have started giving mobile marketing some thought since 2011 (right now it’s still not too late, but you’ve got to act fast).
Any business that produces content online is probably already aware of the rise of mobile internet usage, but not all of them choose to do something about it. Others did respond, but they think providing a “mobile version” of their content is already enough. With this kind of trend being projected in the next few years, mobile content marketing should go beyond mere compatibility.
It’s not just about being mobile-friendly
While it’s true that mobile optimization is a good way to ensure your content is made available across all devices, but it shouldn’t stop there. Marketers need to start looking at actual behaviors of mobile users and situations that can provide marketing potential. Delivery must be specifically tailored to the right people at the right time.
Discover how they actually use their devices
Do they access mobile web strictly for social media? Do they consult the mobile web when they need technical assistance? How often do they purchase via their mobile devices? Who spends the most time on the web via mobile? These are just basic concerns, and as marketers go along, they will eventually have to delve deeper.
Emulate the same user experience and appeal
If you were able to make the best out of your desktop site by effective web designs, interactive buttons and attractive images, your mobile site deserves the same dazzle and should reflect the same impression on mobile users. Today’s brands of smartphones and tablets are already advanced enough to accommodate a certain level of sophistication when it comes to site structure and functionality, so there’s no need to fret.
Use location services
Lastly, since you’re already committed to going mobile, why not go full throttle? Mobile devices are perfect tools to engage with customers based on their location and geographic preferences. This can help put your business on the map (literally) and drive sales by maintaining your physical presence on the web.
This content originally appeared at Sales and Marketing Solutions Blog.