Content must be SIMPLE: a clear and simple call to action. You just cannot get all the content you want on a mobile screen no matter how small you make it. You really have to be good at more with less. Focus on messages that entice them to download your app, or to view that video that visually sells your value proposition, or to click on that link with more detailed content. Your target audience is most likely walking and/or talking when they get a glimpse of your text or tweet, so don’t make them overthink it. Just tell them the one thing you want them to do, and if there is a need, they’ll do it.
Integrated Marketing Communications (IMC): bring it all together in a clear, organized way. Carefully integrate and coordinate the content message about your organization and your offering across the many communications channels, not only to your target customers but to your employees and stakeholders as well. Engage, entertain, inform and persuade to action…..
Must be QUICK: instant gratification is just not quick enough these days. Download NOW. Watch the video NOW. Visit our website NOW. Order NOW. Provide a link that is quick and easy to access. A quick effective message is all you need to get their attention and the desired response. Even the larger mobile screens can’t handle a lot of stuff, so IF IT DON’T FIT, don’t add it to your mobile content.
Must create RELEVANCY: how many emails, text messages, tweets, posts, ads do you get every day? With me, it’s hundreds… it’s getting harder and harder to access the things we actually care about. Things I don’t care about get directed to the trash file. Make sure your content doesn’t suffer this fate. The best way to be relevant is to think about what people do on their devices. Are you talking to your target audience that need your products and services? Are you solving their problems, relieving their “pain points”, not just selling your stuff? Do you matter to your mobile users? If you do, they will listen….customer-centric!
Must measure the RESULTS: it’s a digital game….the analytics are there. Evaluate how you are doing. Open rate, hits, click rate, unique clicks, visitors: new & returning, referrals, SEO, etc. Do more of what works, change what doesn’t. Very important in the era of Big Data. Oh, hire AI Certified…
Name, Image Likeness (NIL) – NIL legislation has transformed the college sports landscape. The Supreme Court, NCAA, and student-athletes all played a role in the new compensation rules. NCAA long argued that amateurs are understood as those who do not profit off of their athletic performance and college sports fans and consumers demanded amateur play on the collegiate level. That argument was denied by the Supreme Court. Student-athletes can now be paid for their autograph, developing their own merchandise, promoting products or services, and event appearances due to their personal celebrity. Now, athletes are starting their own brands, endorsing brands, and becoming their own brands. While the Supreme Court and NCAA passed Name, Image, and Likeness into affect, schools still have their own specificities around the new rule. One of the most important hurdles for student-athletes now is to use these guidelines properly. That is to say athletes must understand how the state they play in or school they attend may affect the way they can utilize now-legal NIL rules. Rules on school logo restrictions, what products may or may not be sponsored, as well as other guidelines, differ from state and school. Athletes are also expected to inform universities of NIL deals and contracts they decide to engage in. Social media and personal branding are now more important than ever. And this is just the beginning.
