Digital marketing professionals gathered to attend Outbrain’s latest Content Conversation forum at the Phoenix in central London last month. The panel of speakers was chaired by IAB UK head of mobile Alex Kozloff, and included deputy group director of digital at OK, New and Star magazines Jonathan Bown, STA Travel’s digital strategy manager Nichol Callaghan and chief commercial officer at SOMO Thomas Schulz.
The central topic for discussion surrounded the challenges and opportunities of mobile marketing in 2015, with the panelists presenting some best in class content examples that range in format types as well as the kind of KPIs they deliver.
The number of pages viewed per session on mobile devices is now firmly closing the gap on desktop. So, producing engaging content across multiple channels is essential. With the evolution of content marketing and the on-going hype around mobile-friendly marketing techniques marketers need to produce user-friendly content at the same time as maintaining viewer engagement and traffic.
Common challenges include the difference in speed and practicality of mobile devices in comparison to desktops, meaning certain types of content may not be as effective or viable on a smaller screen. The importance of knowing where to place content was a consideration discussed by each panel member – with all discussing the range of multiple devices that their target audiences would rely on.
Video content was also deemed highly problematic because of erratic streaming speeds on mobile devices that may not always be connected to the internet or receive strong enough data coverage. Marketers should therefore keep video content as succinct as possible if they believe that the target consumer is most likely to access the content on a mobile device.
Working closely with consumers to learn how to successfully amplify content is also an important component of any mobile marketing strategy. In an age where each consumer may access information from a multitude of devices depending on the time of day it is or the place they are, knowing which content to push out at different times is essential to properly reach target audiences.
Smartphone technology and the ways in which consumers can receive and engage with content are endlessly improving, which gives brands multiple opportunities to diversify their content, yet at the same time is also a challenge.
To get notifications for future events, register at Outbrain’s Content Conversation London meet up group here. If you want to get involved in the next Content Conversation, email the Outbrain team at eumarketing@outbrain.com
This advertisement feature is brought to you by Outbrain, sponsors of the Guardian Media and Tech Network’s digital content hub
