Integration of mobile into content marketing increasingly important, says new report

by Brian Oliver

With more consumers now accessing content via their mobile devices, businesses are starting to generate substantial sales as a result of mobile content marketing campaigns, says a new report from media econometrics provider PQ Media.

The report found that a content strategy that included tailoring content to the fast-expanding mobile market helped US companies generate more than $39 billion in revenue in 2011 – an increase of 27.8 per cent over 2010.

Although the PQ Media report focuses on the US market, integrating mobile into content-led marketing strategies in the UK should create similar opportunities to increase sales leads and revenue.

MOBILE SEARCH EQUALLY IMPORTANT

According to PQ Media, mobile search is set to become increasingly important as the global mobile audience continues to grow.

The report suggests that keyword strategies and content creation should be adjusted to take mobile users into account – so that companies can offer sales prospects the same level of informational support whether they’re at home or on the move.

Patrick Quinn, CEO of PQ Media, says the key growth drivers include “strong growth in overall mobile device penetration, the transition to smartphones and tablets, the torrent of new mobile content launches, and the continued growth of consumer and business time spent with mobile media”.

A recent study by Google and market research company Ipsos found that 69 per cent of smartphone owners access the mobile web at least once every day.

Google says gaining a better understanding of the mobile content market will allow businesses to tailor their marketing more effectively. 

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

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