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…
Telling Time – 12-hour time is a very ancient system that traces back to the Mesopotamian empires. They had a cultural fixation with the number 12, used a base-12 numerical system, and divided up most things into 12ths whenever possible – including day and night. The 12 hours of day and 12 hours of night system spread throughout Europe and the Middle East and has defied multiple attempts to change it over the centuries. Also, for anyone curious as to why there was such a love of the number 12, it was because that was how they counted on their hand. Look at your hand. Notice how each of your fingers minus your thumb has three easily identifiable parts to it. They used to count by using their thumb to count each part of the finger, much in the same way we count to 10 using our fingers today. So, 12 was the max you could count on one hand.
