Posts Tagged ‘Mobile content marketing’

Content marketing is companies’ top priority for 2013, says new report

February 9, 2013

by Brian Oliver

A growing emphasis on channelling resources into content marketing is the single most significant digital trend in 2013, according to a new report produced by Econsultancy and Adobe.

Based on a survey of some 700 business respondents from Europe and North America, the Quarterly Intelligence Briefing: Digital Trends for 2013 report found that content marketing is regarded as this year’s top priority by 39% of respondents (compared with 29% in 2012).

At the same time, marketers’ excitement about social media appears to be waning a little. The report found that social media engagement is lower down the list of priorities than a year ago, as observed by both client-side and agency respondents.

Only 35% of respondents thought social media presented one of the most exciting digital-related opportunities in 2013, compared with 54% who saw it as the biggest opportunity last year.

Mobile optimisation is seen as the ‘big thing’ for 2013 by 43% of respondents, while 35% cited “targeting and personalisation”.

Social media analytics was named as important by only 9% of marketers (compared with 19% in 2012).

Neil Morgan, senior director, EMEA Marketing at Adobe Marketing Cloud, says: “The report is aimed at shining a torch on some of the trends which will have the biggest impact on the way we work as marketers over the next 12 months and beyond.

“It is our first opportunity to compare with the same report a year earlier, and it’s great to see that many of the trends which surfaced have increased in their significance to marketers, notably content, conversion, mobile and social.”

 

The Quarterly Intelligence Briefing: Digital Trends for 2013 report can be purchased HERE for £250 (excluding VAT).

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Brian OliverAbout 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

Two-thirds of UK mobile content marketing recipients act immediately, study shows

May 17, 2012

by Brian Oliver

The growing importance of tailoring content to the fast-expanding mobile market has been underlined by new data from digital agency Steel London.

A study conducted by Steel shows that 36% of UK consumers now read content marketing emails – such as eNewsletters – on their mobile phones (55% in the case of 18-34 year-olds) … and 69% of them act immediately.

Of these, 42% click through to the website and 30% subsequently make a purchase. The figures are even higher for 18-34 year olds: 52% of them click through and 35% end up buying something.
 
At the same time, the study shows that about one-third of recipients choose to screen mobile content marketing messages and read them later on a PC or a laptop.

INTEGRATE MOBILE INTO CONTENT STRATEGIES

The findings show it is now essential for consumer brands and B2B organisations to develop a better understanding of the mobile market and integrate mobile into their content-led marketing strategies.

Andy Hinder, Steel’s CEO, said: “Consumers are increasingly using their mobile as their preferred media and communication device. Because of this, the mobile has become the gatekeeper for further action and engagement with emails.

“With better targeted marketing emails, and the growth in mobile commerce, it is essential for brands to look at how they further adapt their email marketing strategies for mobile.”

He added: “Marketers must also bear in mind when and where the consumer is receiving their communication. This has massive implications for how they create the right messages for a highly personal device, and how they want consumers to react to, and interact with those messages.”

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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.

________________________________________________________

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

Visit our website at: Focus Content Marketing

 

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

February 4, 2012

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

________________________________________________________

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

Visit our website at: Focus Content Marketing