Wherever a brand is trying to engage with consumers, content is the key. The right product information at the right time can turn a browsing consumer into a buyer. But many brands struggle with content in the mobile space. How can brands use mobile to keep consumers engaged with content marketing?
First, think mobile first.
"[Brands should develop] a content marketing strategy specifically for the mobile platform, ensuring rich dynamic content is actually located in-app. Often times branded apps are created as a utility to book a flight or check a bank balance," said Marla Schimke, VP of Marketing, Zumobi. "Today, brands can create a real customer connection by leveraging their existing content in a Content Hub, and convert app users into app - and brand - loyalists. Without a Mobile Content Marketing Platform, this cannot be achieved."
Second, use mobile data and audience insights to optimize the user experience.
"This enables brands to speak to their customers as if they know them -- and by leveraging data, they do know them. Monetize users in new ways by introducing personalized and recommended products and services based on their expressed preferences and interests. This creates a powerful connection between brands and consumers. Through the utilization of a Mobile Content Marketing Platform, brands can apply consumers' personalized preferences in all of their cross-channel marketing strategies," said Schimke.
Third, activate opted-in consumers.
"[Provide opt-ins] with reasons to like and share content and continually return to the app. To increase app-retention, brands can "infotain" their consumers by offering valuable information and presenting it in an engaging and entertaining way," said Schimke. "This will enhance the customer journey and keep them coming back for more. By consolidating branded content (from sources like YouTube, Twitter, articles, blogs, manuals, etc.) into an in-app Content Hub, consumers will likely stay longer, increasing their in-app session times, while brands will concurrently increase their app-retention rates."
Read the whole feature with Kristina Knight and Marla Schimke, VP of Marketing at Zumobi, here on BizReport.