Content Marketing: what are the unique characteristics of mobile?

Hester Gras

As Sinisalo said in 2010, mobile content marketing allows companies to communicate with customers in a unique and engaging way. But what does it mean to be mobile? What effect do mobile devices have on marketing communications, and what are the strategy implications of the unique characteristics of mobility? In order to determine how mobile media can help you reach your marketing communications goals or objectives, content marketers should first consider the unique characteristics of mobile. We have listed the most important ones in this post.

Mobile content marketing: the unique characteristics of mobile
Source: Hollandse Hoogte

Jonna Holland carried out research into the role of content marketing in a company’s media strategy. Being able to reach consumers with relevant messages in real time, wherever they are and at any time during the day, lead her to the following key elements:

1. Anytime, anywhere

People carry their phones and tablets everywhere they go, all the time. There are no other forms of media that can be accessed by consumers in so many different places.

2. Real time communication

Provide ways to engage with customers and employees in real-time.

3. Location-based content marketing

Messages can be sent to consumers that relate specifically to where they are, or where they’re going.

4. Personalization

Messages can be targeted to individual consumers based on their interests, needs and preferences. In the end, mobile will allow us to connect all aspects of our lives in order to increase efficiency in the way that suits us best (The internet of Things).

5. Consumer-controlled interactivity

Consumers and employees expect brands and companies to be more open to suggestions, responsive, transparent, and willing to solve problems. With mobile, messages can be two-way, multi-way (conferencing and viral effects), co-created, and co-experienced. This builds on the characteristics mentioned above, as these messages can be shared in real time, anytime, anywhere.

Do you think there are more unique characteristics of mobility?

Feel free to share your thoughts with us. Follow us on Twitter or LinkedIn to read our latest blog posts on content marketing. In the next post, we will discuss how you can embrace mobile content marketing in a way that actually adds business value.


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