An average user has a few different mobile devices. A majority of internet browsing and online communication, in general, is now done via phones or tablets. This is especially the case with a younger generation of users, some of whom don’t even use a desktop computer. Various businesses are rapidly adopting this trend and moving their marketing efforts to apps and mobile-friendly websites.
The change is affecting not only the distribution of content, but also the content itself. Mobile devices are used in a different manner than traditional computers – they are more personal and more engaging. The content needs to reflect that by being more user-oriented and user-friendly.
People do not use mobile devices the same way they use their computers. They are designed for shorter and snappier interactions. Your site should accommodate this by being simple and understated, even minimalistic if that suits your industry. Make forms as simple as possible, don’t ask for too much personal information and allow the customers to log in and stay logged in with just a few taps. The same goes for making a purchase – jumping through hoops to buy something is even more annoying on your phone than it is on your computer.
When choosing the font size, keep in mind that the user has to be able to read your content using just one hand – having to zoom in or out is pretty much the worst possible user experience. Use CSS media queries to adapt the content to different types (and therefore sizes) of devices. A text smaller than 16 pixels is difficult to read and (more annoyingly) paragraphs are difficult to distinguish with that size. Also, pay attention to empty space, which becomes even more noticeable on vertical devices. Also, remember that, although functionality and style are not mutually exclusive the focus should be on the former.
Mobile devices are full of their user’s personal information. Tapping into that information can give businesses a much better insight in who their customers actually are. This, in turn, allows businesses to make their content more personalized. The way users interact with your app is vital information for any marketing department. Finding a great tracking solution for apps allows the companies to make quick and user-driven changes. Businesses particularly pay attention to how the new users behave and how likely they are to share the app with others on their social networks.
Videos are perfect for mobile advertising – they are fast and don’t require a user to be completely engaged in the content. They are also a preferable choice for tutorials because it’s easier to replay a video than to go through a lot of text to find particular information. Another advantage of using live streaming videos is the sense of community that user generated content brings. Showing actual people using your products in real life is the best advertisement there is, and it’s much less expensive than professional ads.
Integrating different platforms
You should definitely have a separate strategy for mobile content, but this doesn’t mean that your mobile campaign should be isolated from other advertising efforts. First of all, businesses should try to maintain the same look on all platforms as well as in the actual facilities. There are also numerous options for using mobile advertising to get people to actually visit your store or office. For instance, discount codes for mobile users are the simplest way to go. Companies could also offer early versions of their products to a couple of select users and use social media to broadcast their experiences.
The way mobile apps are used makes them perfect for A/B testing. This type of test is used to test different experiences inside a single app. The users are randomly divided into different segments and each is shown a different experience or a slightly modified content. This allows you to compare and contrast how the users react to each one (practically in real time) and decide on a preferable option. Thanks to technology, you can run this test frequently and on different topics, which gives you a more precise insight into how the users are reacting. The changes could then be made directly while the app is still available for purchase or download without lengthy waiting periods.
The biggest advantage of using mobile devices for advertising purposes is the sense of connection with the audience. The information about consumers helps businesses create more personalized and user-friendly content, which is the best way to create a community around a brand.