Thursday 05 January, 2012 at 12:56 pm / 0 comment

Mobile Content. Can You See Me Now?

With the smartphone popularity on the rise, it’s a shame that an astonishing number of businesses still haven’t engaged with mobile content strategy.

by Jessica Lee, Marketing Team, Ephox

These businesses are missing a huge opportunity to connect with consumers. Mobile optimization helps businesses boost sales and engagement with their customers.

But just because a business has a mobile content strategy doesn’t mean that it is a success. Some businesses treat their mobile content as a shrunken down version of their standard web content, which reflects a failure to understand how people use mobile devices to interact with their content.

While I’m not suggesting that you need a totally new strategy for mobile content, there are certain key factors to keep in mind. For instance, interface can be a dealmaker or dealbreaker. One bad user experience can stop users from ever returning.

Also, mobile users turn to apps and mobile browsing because they’re looking for particular information, so the content producer needs to make sure that “useful information” is front and center.

Whether you choose to reach your consumers through their browser or through a dedicated app, you need to make sure to engage them. Here are a few ways you can use mobile content strategy to enhance your business proposition.

• - Get to the point. You don’t have time to waste with frothy content. If the interface is unwieldy or cluttered with irrelevant data, users will be turned off.
• - Use your mobile strategy to create added value. Mobile users are looking for specific information, and they want that information fast. By becoming an information leader in your industry, you can build a reputation as an expert, and keep customers coming back for more.
• - Remember that most mobile users still favor browsing over apps. While apps are the talk of the town, it’s difficult to get customers to adopt new apps, and even more difficult to keep them checking in. Focus on your mobile browsing content. Conveniently, this will take less work and less money then developing a flashy new app.

So if your business hasn’t ventured into mobile content, maybe it’s time to take another look.