Mobtimization – The Next Marketing Revolution

First there was SEO which was followed by SMO in the recent times. Whats next? The conclusive evidence from various research studies and surveys reveal that the mobile domain would be the next big platform for marketing professionals for which the existing strategies would have to be completely revamped. Mobile is an omnipresent entity in today’s technologically sophisticated world where the majority of communication media involves the use of mobile devices. Statistics indicate that by 2014, mobile users will account for more than 1/4th of the global internet traffic as more users are expected to access the internet from their mobile devices instead of traditional personal computers.

What is Mobtimization (Mobile Media Optimization)?

Mobile media optimizations requires digital content to be modified achieving higher visibility and ranking in media search results prevalent in the mobile domain. There is also a need to integrate features for allowing users to tag, link, share and re-publish the content in their own network or social circle. These activities are not defined by mobilization of web pages where the content is made to appear effectively on various mobile platforms and device models. The intention behind optimizing mobile media is to ensure that the search results yield optimized content that has been created specifically in keeping with the usability and functions of the mobile device.

Why does Mobile Media Require Optimization?

Mobile devices are powerful internet access hotspots wherein each individual mobile unit can provide immense access to the user and subsequently, a world of opportunities is made available to the businesses. Similar to social media, mobile forms a crucial part of the user’s efforts to “stay connected”. It is this key benefit that is being targeted by mobile media optimization efforts. While mobile media may be the next big thing in marketing, it would be wise to still hold on to the traditional marketing strategies involving desktop users. Mashable has quoted 2013 to be the year of the responsive web design which is a vital step for ensuring a near perfect fluid experience with respect to optimization of media for all devices and output media. This is important considering the need for mobile media to have versatile adaptability to various screen sizes and orientations.

Optimizing mobile media would directly affect the effectiveness of ongoing SMO efforts as the content would be made available to the user at the convenience of mobile access. In simple words, MMO allows marketing campaigns to reach a potential customer on the go. Current web pages and marketing may be accessible on mobile devices with the display format being similar to the desktop versions. But a mobile specific web page or even an app in the native platform would take the effectiveness of the marketing effort to a whole new level.

Mobilization or Mobtimization?

Mobilization is simply the adaptation of existing web pages and web-based strategies to meet the requirements of the mobile domain. While this holds significance considering the utilization of existing content and information, it would be wise to create specific content based strategies exclusively for the mobile. This is the underlying concept behind Mobtimization (mobile optimization). This is one segment where the “one-size-fits-all” approach would render the marketing effort completely useless. The need of the hour is to create custom content and strategies for the mobile users in keeping with the need to maintain effective presentation of the content on the mobile devices. Mobilization can be imagined as a lunch box where various culinary preparations are organized and placed within the confines of the lunch box. The contents of the food may remain the same but it may be packed in a different manner for all boxes having their own unique dimensions. Mobtimization may be compared with an energy bar – one which has been specifically made from scratch in keeping with the requirements of its intended purpose and is packed with adequate care. Moreover it has been provided in such a way that single-handed usability is made possible for the customer.

How Should Mobtimization Be Approached?

The most important aspect of the approach to mobtimization includes the usage of technology which helps you to reach out to potential customers without acting as obstacles. Marketing professionals involves in content, strategy and marketing plan development have been excessively dependent on the technical staff to integrate the content on the mobtimized platform. This may be attributed to the rapid advancements in complexity and design of mobile technologies. As a possible resolution to this issue, new tools have surfaced which enabled people with no or less technical expertise to create and manage optimized mobile content (web pages and apps) on their own without any dependency being created on the IT staff.

Mobiles and traditional desktops are worlds apart and a common approach should never be used for them. Studies conducted for mobile technology and their usage have revealed that the interactions on the mobile are often:

Frequent – Mobile users have been known to check their devices approximately 150 times in a single day.
Effective Converters – 3 out of 4 searches done on the mobile device result in effective conversion with 41% conversions occurring immediately and 55% conversions being brought into effect within an hour of the disbursement of information. These statistics have been compiled by a joint study conducted by Google and Nielsen for identifying the role of mobile devices in bringing about successful conversion rates.
Rapid Access Interactions – Interactions on the mobile device have been found to be 56% faster than on conventional desktops. This means that the content used for mobtimization needs to be powerful enough to captivate the interest of the user within very less duration.
The 5 Cs’ of Content Creation for Mobtimization:

Concise – No point in writing huge volumes of descriptions when it can easily be presented in minimilastic forms often with the use of Infographics.
Crisp – Mobile users are interested in “to-the-point” information and beating about the bush would make the purpose ineffective.
Current – History is good, but only for academic readings and occasional reflections / references. Users need the current happenings and trends to be able to keep up with the latest information.
Captivating – Mobile users are the most challenging audience as their attention needs to be grasped in an instant. The moment the interest levels begin to wane, the users would simply skip to the next content.This is where your creativity kicks in to accentuate the content and bringing it to a whole new level.
Capable of Converting – This is the main agenda of all marketing efforts. What use is a content that is incapable of converting marketing efforts to successful customers?
Native is the Way to Go:

The percentage of users who prefer to spend time on native apps is growing annually along with significant increase in the users’ engagement with the apps. Flurry Analytics conducted a study in 2013 to this effect and concluded that both Android as well as iOS users spend an astounding 80% of their time on native apps. The reason – better notification methods, higher response accuracy, compatibility with the device’s operating system, widgets and integration of personal information with the app. Native apps need to be an integral part of the mobtimization strategy for reaching out to the intended audience.

Measurable Marketing Value – The Key to Effective Implementation of Potentially Useful Technologies:

Technologies come and go with their own peak periods evident during their deployment. It is the period after the hype, which is crucial in terms of justifying the value of the inclusion of the respective technology. The mobile domain is relatively new considering the immense potential as well as the risks associated with the use of this technology. It is best to identify and analyze the measurable marketing value of using mobile technology before fully implementing it in marketing efforts. A good marketing system for the mobile domain could be developed by ensuring that the analytics, content management and communication strategies be integrated with both mobile websites and native apps.

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