Digital technology has been shaking the very foundations of communication: this revolution has led to changes in usage modes and content sharing. What once could only be done at home or in the office can now be done anywhere, thanks to mobile connection.
Data speaks for itself: mobile web traffic has multiplied over the past few years, and 2016 marked the point of no return: the number of mobile users exceeded for the first time that of users accessing the Internet from desktop.
Considering the expected growth of mobile traffic, especially in emerging countries (3 billion users!), brands must study the best formula to align their Content Marketing Strategy to users who choose this navigation mode. Google itself has adopted a mobile first index model: its algorithms will index content which is optimized for smartphones and tablets before that aimed at traditional desktop views.
Just like Google helps users find what they are looking for, brands must provide to the mobile surfer the best customer experience. Adopting a Mobile First Content Marketing strategy is more than just design. It's about setting up content to meet the desires and needs of mobile users.
How to become Mobile First?
First, you need to design and rethink blogs and websites to make them responsive, able to react and adapt to any screen resolution.
You've probably experienced yourself how frustrating it is for a user to try to expand the content on a website by widening their fingers on the screen because it is unreadable. When the navigation is not easy users will soon get bored, so you need to offer optimized content.
There are some small suggestions you could take into account to improve user experience. First of all, exploit the power of visual communication (learn more here). But pay attention to connectivity, as when multimedia content loads slowly the user is bound to escape.
Videos are a type of multimedia content. They add that large scale human touch that can tickle emotions, build a precise identity and convey useful information to the user. If optimized for mobile, they are extremely powerful in forming a consumer loyalty, being a mix of advertising, information and entertainment.
The road to Mobile First passes through the Intelligent DAM
Bear all this in mind, and remember as well that many mobile users use voice search, therefore a good classification of content is necessary to make it easily retrievable. The best way to manage the complexity of the editorial production for a brand is to use an Intelligent DAM such as THRON.
Thanks to THRON, companies can finally have a single archive, from which to centrally manage any type of file, text files, multimedia assets (images, video files, audio files, galleries, 360° product images), and also html pages.
This archive is very rational, because thanks to AI all assets are semantically analyzed and classified. But we’re just scratching the surface: the platform is designed to offer the best web performance, from a Mobile First perspective too. We talked about it here.
The historic cycling brand Campagnolo has connected its brand-new app, MyCampy, to the Intelligent DAM, with a dual aim:
- to guarantee a more engaging customer experience
- to leverage the data collected by Content Intelligence to boost the business
The results were clear: by using THRON, in a few months the number of CRM users Campagnolo knows the interests of has increased by 75%.