The rise of smartphones and mobile use has created a massive shift in behavior across society. According to Statistica, the number of mobile phone users is forecast to reach 4.77 billion in 2017.
For many, mobile devices are with us constantly; changing how we share news, how we browse the web, order a taxi, read a book, buy products and even exercise. According to Google, in over ten countries, including the US, more searches take place on mobile devices than on computers.
All this means mobile can no longer be an afterthought. Instead, brands have an opportunity to create deeper engagement with customers through mobile apps and rich mobile-optimized content. When planning your mobile marketing strategy, consider:
- Internet access by mobile phones is more common that via PC in many countries
- Your platform needs to support formatting for mobile display
- Localize your app so that your content has an impact on the target audiences that use it
- For mobile apps, consider translation in even more languages than your website
In the following image, we provide an example of American and French Canadian mobile sites. The locally optimized mobile sites are available in relevant local languages but are delivered “app-like” from the same content as the desktop version of the website.
Stay tuned for step 5: “Remember video, visuals & transcreation”