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…
The Creator of Baby Ruth Actually Sued Babe Ruth –The Baby Ruth candy bar was created by the Curtiss Candy Company in 1920 — the same year that baseball legend Babe Ruth hit a then-record 54 home runs. But the Great Bambino was irked that the company was selling a candy bar with such a similar name to his own without offering him any royalties. Rather than take the Curtiss Candy Company to court, the Sultan of Swat decided to make his own candy bar, and in 1926 he debuted Ruth’s Home Run bar. The Curtiss Candy Company responded by turning the tables and taking Ruth to court. They accused the slugger of trying to steal their trademark and capitalize on the success of their brand. In a 1931 deposition, Curtiss founder Otto Schnering insisted the candy was named after “Baby Ruth” Cleveland — the daughter of President Grover Cleveland. He also attested that the company came up with the name in 1919 before the baseball player had become a household name and that the name was merely coincidental. While the validity of those claims is disputed to this day, the court nonetheless ruled in favor of the candy company, forcing Ruth to end his foray into the world of candy.
