Successful mobile marketing is all about context. A study by Nielsen and Google found that “in the moment” searches are by far the most popular with 85% of smartphone users looking for local information and 81% following up to take action.
But what kind of content makes sense on a mobile device vs. the content marketing being published online? What effect does mobile content have on creating compelling customer experiences and how does mobile fit with other online marketing efforts like SEO, social and ads?
One thing that has become clear is that since Google’s Hummingbird update, mobile can no longer be viewed as a separate channel. For forward-thinking marketers, the practice of optimizing for mobile across the span of customer touch points must be incorporated into your integrated marketing mix. If not, you risk alienating your customers.