Tuesday 7 October 2014

Marketers and Advertisers, Take Note: Demand for Mobile Content Is on the Rise (skyword.com)

Marketers and Advertisers, Take Note: Demand for Mobile Content Is on the Rise

Mobile content is playing a bigger role in today’s content marketing strategy compared to last year. According to Demand Gen Report’s 2014 Content Preferences Survey, 86 percent of B2B buyers desire access to interactive or visual content, and they prefer it to be optimized for mobile.

“Desktop and laptop PCs certainly still gather the most traffic from buyers,” the report stated. “However, mobile phones and tablets are catching up with their more established counterparts.” B2B buyers who often use mobile phones to access content increased from 42.9 percent in 2013 to 55.8 percent in 2014. Ninety percent believe content needs to be mobile-friendly—clean and easy to consume.

This is a continuously growing preference with both B2B buyers and consumers. Ninety percent of American adults own a cell phone, half of whom use it to download apps and access the Internet. The Content Standard recently reported major increases in Internet usership via mobile devices, noting that the heaviest users, 16- to 24-year-olds, spend more than two hours a day on the mobile Web.

Some brand marketers saw New York Fashion Week (NYFW) as a great opportunity to leverage increases in content consumed on mobile devices, thanks to the on-the-go crowd. When February 2014’s Fashion Week event ended with a snowstorm, American media company AccuWeather popped up to promote its MinuteCast app. The app provides a minute-by-minute localized breakdown of precipitation forecasts—e.g., when it would rain and for how long—based on a street address or GPS location. Steve Smith, chief digital officer at AccuWeather, told Mobile Marketer that they already knew mobile weather was one of the most popular forms of mobile news content, but that NYFW presented an opportunity to “connect those dots in a public way, as the stakes are so high and looking ideal is a must.”

Uber also saw an opportunity, partnering with GLAMSQUAD to promote a series of special package deals. For example, Uber users could book a beauty appointment with an $85 discount if they used the promo code “Uberglam.”

While marketers like Uber and AccuWeather continue to sketch out, plan, and execute new ways to integrate mobile content into their greater content marketing strategy, e-commerce players like Facebook and eBay are setting their sights on the future of mobile advertising. Facebook’s value recently topped $200 billion amid optimism that it could capitalize on mobile advertising; eBay, on the other hand, reversed its previous stance and brought back its in-app mobile ads.

Marketers and advertisers alike are anticipating the future of mobile use and looking forward to embracing and innovating the ways consumers interact with content.

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