Over the past decade, the use of cellphones and tablets has increased tremendously, significantly impacting the way marketers produce content. As people increasingly read on mobile devices, it’s crucial for marketers to create compatible content.
Annual sales of smart phones are expected to hit 122 billion units by 2016 (10 time 2007′s sales), and 50 million iPads have been sold since 2010, according to Sys-Con Media‘s Newt Barrett. Among the top reasons he lists for Internet use on mobile phones and tablets are “to connect and communicate wherever we are whenever we want, [and] to consume information via the Internet, including e-mail, news, web-based content.”
With that in mind, marketers need to cater their content to these users. Barrett suggests creating apps for tablets and phones that integrate touchscreen, making sure websites are readable on such devices, and providing “special offers, coupons, or dedicated discounts that mobile users can bring with them directly on their smart phone or iPad,” without having to print them.
In addition, the blog Razoo says that the content should be brief for tablets and phones. GeekWire‘s Neil Patel writes that promoting content on news readers such as Pulse, Flipboard, and Taptu will increase the number of people who see it, especially if the content is tagged. He also says that brands should “consider location as a key to your mobile strategy … and how your content and [the user's] location can be used to deliver even better products.”
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