In this video tutorial, Noah Elkin explains the importance of both content and context in your mobile marketing strategy. Content takes many forms and serve multiple purposes. In fact, it is the "glue" that holds together today's fragmented, multiscreen customer journey. In addition, content must be "portable" from screen to screen.
- [Narrator] Content is king,…you may have heard that phrase.…It's used commonly in marketing circles today.…And there's good reason for that.…Consumers may move quickly from device…to device and experience to experience.…But there's one constant that follows…them on whatever screen they may…happen to be using and that's content.…Think about the often zig zagging path…consumers take from interest in your…brand or product to their point of decision.…It's united by one key piece.…Content is the glue that holds together…the fragmented experience of different…screens, platforms and touch points.…
Let's take a minute to talk about content.…It's another one of those terms…that deserves some deeper exploration.…In marketing circles, content has become…so overused that it applies to everything…as insubstantial as a snip bit of text in a banner ad…or a short video clip to a full length article…or what you used to think of as a movie.…Part of the reason for this generalization…is that content serves many purposes.…It can inform, it can entertain, it can…
- Explain the importance of quality content when it comes to mobile marketing.
- Describe the ways in which mobile is both innovative and disruptive.
- Determine your brand’s mobile readiness.
- Use SWOT analysis as the framework for assessing your brand.
- Give examples of how to turn data into insights.
- Cite the three steps for implementing a mobile strategy.
- Describe why you might want to consider working with external partners.