HarrisonRand Know-How: Thinking for Mobile – 5 Trends for 2017

By Jason Rand, HarrisonRand

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What would you like to read about in Jason’s next post? Email your suggestions to jason@harrisonrand.com

For many of us, we start our days reaching for the mobile phone to turn off the alarm feature, read a notification about Trump’s latest tweet or check the weather or email. Mobile has now become a “hub,” enabling overall connectivity for consumers and opening doors to the internet-of-things, mobile payments, virtual reality and beyond.

By this year’s end, 75 percent of online content consumption will be mobile according to AdAge.  Still, many businesses, both large and small, are struggling with how to engage audiences to provide a richer, more unique mobile experience.

Here are 5 tips to keep in mind when moving into mobile and how thinking for mobile, can help focus your efforts.

#1 Mobile Mentality

When designing your banner ads, websites, Instagram posts and emails, think bold, clean and easy to read with a clear call to action. Hectic schedules and an on-the-go lifestyle combined with small touch screens present unique challenges when designing for the mobile experience. Keep clutter to a minimum.

#2 Mobile-Only Social

Since 80% of time spent on social media is mobile, marketers may want to make this their focus for 2017. Instagram and Snapchat are quickly growing and becoming important channels to consider to engage your mobile audience. Instagram, in particular, is providing many regional businesses with powerful features such as live streaming, in-app purchase and targeted advertising to enhance the mobile first experience.

TIP: Video advertising through Instagram has proven to be a valuable and cost-effective strategy to engage Hudson County target audiences.

#3 Video Wins

In the ongoing competition for attention, users and consumer behavior are transforming the ways in which brands are engaging audiences. As a result, social video is one of the key trends for mobility that is important to consider. YouTube reports that mobile video consumption rises 100% every year. Including video on a landing page can increase conversion rates by 80%.

TIP: Be sure to include sharing features when using video content and make sure to ask users to help spread your message.

#4 Geofencing on the Rise

All mobile devices feature location information through various network systems, by setting up geofencing businesses can engage mobile audiences within a defined geographic area. For regional events and trade shows geofencing has become an incresingly important strategy to target unique audiences.

TIP: Geofencing was used extensively and effectively in the Jersey City “Make It Yours” campaign to engage audiences at various mobile hubs throughout Brooklyn, NYC and Jersey City.

#5 Listen and Learn

Don’t forget to A/B test with your mobile messaging. When deploying in-app content through Facebook and Instagram, its recommended to run multiple campaigns with different creative and messaging to ensure that your efforts are as effective as possible and yielding the greatest ROI. Tracking performance and analytics can provide important clues to your audience’s behavior and where to take your marketing efforts moving forward to meet their needs. Listen to your audience and you’ll be richly rewarded.

The world of mobile is a complex, ever-changing landscape which is constantly evolving by aggregating important consumer data and insights. The result is a powerful marketing machine which is seamlessly adapting to user behavior by adding features and benefits to engage audiences in a deeper mobile brand experience. So whether you’re a Fortune 500 company or a small business, embracing mobility can help supercharge your marketing efforts through the coming years.

Jason Rand is Creative Director of HarrisonRand, a third generation family owned business in Hudson County and Member of the Hudson County Chamber of Commerce. Please let Jason know how it goes and what you’d like to see in his next post: email him at Jason@HarrisonRand.com

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