Mindy Loverin, Vice President of Strategic Partnerships at Shutterstock, offered insights into the use of mobile devices and digital technologies to produce timely, relevant and engaging content during her presentation at the 2018 CMO Financial Services Forum: Marketing & Technology Innovation in San Francisco on October 30. During her presentation, “Scaling Branded Visual Content,” Loverin provided tips and recommendations to help marketers use mobile and digital platforms to connect with their target audiences.
Mobile devices today play important roles in marketing campaigns. No longer can marketers produce campaigns across a single channel; instead, marketers must tailor their campaigns to smartphones, tablets and other mobile platforms. Otherwise, marketers who ignore mobile consumers risk missing out on opportunities to help a brand engage with its target audience.
At the same time, producing marketing campaigns for mobile devices is insufficient. Marketers must understand why consumers are using mobile devices to engage with a brand. They then can obtain actionable consumer insights to create meaningful mobile content that hits the mark with prospects and customers.
“People are spending a ton of time on their [mobile] devices,” Loverin pointed out. “The apps that people are using … and the behavior surrounding them is what’s important.”
How marketers tailor mobile content to consumers can have far-flung effects on the end results of a marketing campaign. Ultimately, marketers must allocate time and resources to learn about a brand’s target audience. They next can use this information to produce meaningful content and deliver this content across a broad array of mobile platforms.
“Marketers that are using [mobile] platforms to connect to people have to think about the content that they are creating in a completely different way,” Loverin indicated. “[Marketers] need to switch things up and create content that is specific to those platforms.”
How marketers approach digital may have long-lasting ramifications on a brand, too.
Marketers must understand the digital technologies at their disposal. If marketers can realize the value of digital technologies, they could find the best ways to use these technologies to produce the best-possible content for a brand’s target audience.
“Current processes of creating content for traditional [media] do not work for digital,” Loverin stated.
The ability to distribute content effectively across mobile platforms is paramount as well.
Marketers who craft strategies designed to engage consumers on a wide range of mobile platforms may reap the benefits of these strategies for years to come. With these strategies, marketers can provide seamless customer experiences on a variety of mobile platforms. Plus, marketers can track consumer data over time and update their content strategies accordingly, thereby ensuring that content helps a brand achieve its desired results.
“People can basically create content that they can use to market to people who are using Google and Facebook and distribute this content through Amazon, but people don’t have to leave Amazon,” Loverin said. “This is an entire experience that companies are building their marketing plans around.”
There is no shortage of content delivery options available to marketers. Yet marketers who fail to learn about a brand’s target audience are unlikely to deliver content that helps a brand accelerate its revenue growth and foster customer loyalty.
“The number of audiences and the way that we communicate with people is a lot more complex that what it was in the 1950s,” Loverin stated. “And when you think about creating content that speaks to those audiences [today], it’s much harder.”
Personalized content represents a major opportunity for marketers. If marketers consistently learn about a brand’s target audience, they can provide content that consumers can access on their preferred platforms. Perhaps best of all, marketers can gain actionable insights to find innovative ways to engage consumers.
“Homogeny no longer rules,” Loverin noted. “If you think about individuality at scale, there are all of these platforms … that you can use to identify new audiences.”
Creating content is challenging for marketers worldwide. Meanwhile, persistence is key, particularly for marketers who want to become vital contributors within their respective organizations.
Producing content regularly across mobile platforms can help marketers stay connected to consumers around the world. Conversely, marketers must analyze content engagement and find out which content that consumers prefer.
Furthermore, marketers must be willing to update their content strategies as needed. If marketers possess the agility to modify a content strategy based on a brand’s target audience, they may be better equipped than ever before to determine the best ways to connect with consumers.
“It’s hard to create content, but we need to do more of this,” Loverin said. “We have a challenge, and we have to figure out a way to [overcome] it. But a lot of companies and marketers are figuring out ways to … create a lot of solutions.”
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