I read this quote the other day: “More and more, these moments across the customer journey are happening on mobile devices. Whether it's performing a search, opening an app, visiting a website or watching a video, people turn to their mobile device to get answers or take action. We call these Micro-moments, and they are chances for brands to meet their customers at their moments of intent…”
As customers depend more and more on their mobile devices, publishers need to take this into consideration in executing their outreach, sales and design strategies.
“The trend now is getting away from an overly designed, wow-factor homepage to getting people to information they want fast," said author and speaker Matt Bailey. "Because of mobile devices—and I see this constantly in my analytics – [people’s] time on site and average page views are significantly lower than desktop or tablet. When I start to see 70% visitors on mobile—or even 80%— I need to start rethinking my design on mobile for a small screen.
“We have to design for someone to get an answer to their question in less than a minute,” Bailey said. “That requires dispensing with the fancy stuff and focusing on the function. A friend of mine who owns a marketing agency said that for years she made money on form and now everything is going to function. She even developed an app specific to mobile that provides immediate access to information. She’s dispensed with design—navigation is foremost. This is what people want. ‘I have a question and can I get to the answer within seconds?’”
In his SIPA webinar last week titled Video: What Is It Good For? Absolutely Everything, John Kultgen, content director for Likeable Media, said that shooting vertical video is becoming more common. “[Of course,] horizontal is standard,” he said. “[But] vertical is something that will continue to grow. Invest in Snapchat and they will request your video be vertical. You’ve all seen that classic thing at the beginning of movies—this has been formed for your TV screen.” Now it’s for mobile.
If you want to listen to a recording of the webinar or share it with your colleagues who couldn't attend, click here. SIPA members receive access to our complete library of webinar recordings.
A recent report from Abila on member engagement pointed to the changes taking place. They did a generational breakdown of how we like to receive our communications. While email still tops the charts for every generation, text messaging, mobile apps and social networking are all much higher for millennials than other age groups. (They’re also much more receptive to receiving an actual phone call which is interesting. I’ve never seen this statistic before.)