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11/22/2013
09:06 AM
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5 Ways Mobile Marketers Can Hold Consumers' Attention

In a multiscreen world, marketers have to work harder to keep consumer focus. Consider these tips to minimize distractions.

No one pays attention anymore. And it's no wonder. According to Google, 81 percent of consumers use multiple devices simultaneously. So, how do you capture people's attention and imagination?

Here are five simple but powerful suggestions for mobile marketers:

1. Engage customers everywhere. Don't divert consumers to another website to engage them. Create a connection at every place and moment they come across your brand. Customers don't like ads that send them to another site. So, don't waste your customer's enthusiasm with links. Get them involved and active where they already are online.

2. Be visually centered. People are inherently visual. Web users rarely read; they skim. So, captivate them with visuals. This is way more effective than text alone because users rarely read much of the text. With the transition to mobile devices and smaller screens for viewing content, this is quickly becoming mandatory and not just priority.

3. Be contextually relevant. Context for mobile means more than simply considering how content connects locally. Consider the customer's journey and serve up a variety of content to supply the right information in the right amount at that specific point in time. Don't try to close customers at the first touchpoint -- that's like asking to get married on the first date. It rarely works and makes you look creepy. Instead, build the relationship over time by providing the right content for the circumstance.

[ Are you using mobile technology to build ties with customers? See From Beer To Bureaucracy, Mobile Strategy Matters. ]

4. Tell more of your story. Don't just limit your engagement to a single media type or single sliver of your message. New technologies such as SYNQY.com and Prezi.com are available that allow you to combine text, visuals, videos, and HTML into bitesized microstorytelling showcases.

5. Be authentic. Don't just stick to flat, stock images. Research shows stock images just don't work. Be authentic by telling your unique story in your own unique way, on any device.

Beware the common traps
There are three fundamental challenges that are causing major behavioral shifts affecting how people connect with content and your brand. Successfully engaging customers requires active awareness and consideration of the following:

1. Keep it short and browsable. People scan for relevant content as a coping mechanism to handle the tsunami of new content being generated every day. According to leading Web usability expert Jakob Nielsen, only 40% of consumers will read this far into an article. So, consider yourself in the minority if you are reading this section. Visuals help, as does focus.

2. Control your distributed content. Most marketers lack the ability to control their message or build engagement when they distribute their content online. That's why marketers have resorted to diverting people to their own websites -- because that's been the only place they've been able to tell their story. Utilize technology to add interactivity in ways you can control and even customize.

3. Grab your real estate now. Historically, getting space or "air time" to get your message across has been at a premium. It's been difficult to tell more than a small portion of the story. Consider: How are you using the digital real estate you acquire through content placement? Make the most of your real estate to create more interactivity and extended engagement with people.

What else works?
Turning to technology can solve the problem with a user experience that is not only seamless, but also captivating. Now that's a better brand experience that pays for everyone.

Among nearly 900 qualified respondents to our 2013 Mobile Commerce Survey, 71% say m-commerce is very or extremely important to the future of their organizations. However, just 26% have comprehensive strategies in place now. That spells opportunity. Find out more in the 2013 Mobile Commerce Survey report. (Free registration required.)

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Marilyn Cohodas
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Marilyn Cohodas,
User Rank: Author
11/22/2013 | 9:49:06 AM
Good suggestions
Thanks for the tips, Michael. Can you give us some examples of some your favorite mobile messaging campaigns? 
anon4634978612
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anon4634978612,
User Rank: Apprentice
2/25/2014 | 8:26:41 AM
Re: Good suggestions
Hii Marilyn, I was also looking for the same then I landed on a page <a href="http://www.m2onhold.com.au/news.php#11">http://www.m2onhold.com.au/news.php#11</a>  Here I came to know that how effective is this on hold messaging technique. After adopting this method, not only we can maintain a good relationship with our customer, but we also can increase the total sell, but condition is that the message should be full of updated information. Professional can do this job very precisely. 
Marilyn Cohodas
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Marilyn Cohodas,
User Rank: Author
2/25/2014 | 8:38:34 AM
Re: Good suggestions
Thanks for that link anon4634978612! It's good advice that bears repeating -- and not just for mobile customers:

Taking the time to know the situation and customer can save you a lot of embarrassment and even some lost customers. Because the only thing worse than telling a customer he or she is wrong, is telling them they're wrong when they're actually right!

Alison Diana
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Alison Diana,
User Rank: Moderator
11/22/2013 | 10:32:34 AM
Engage - Fast
I find one of the best ways to keep me coming back to a site is to respond to my comments, whether it's a simple like or an answer to a question when warranted. While dealing with one or two retailers' poor service, their social media initiatives were actually the best routes to customer support. 
shamika
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shamika,
User Rank: Ninja
11/23/2013 | 9:15:03 PM
Re: Engage - Fast
It is always better to have a positive relationship with customers in order to increase your sales. Making your business more attractive is the best way to do this. 
SachinEE
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SachinEE,
User Rank: Ninja
11/27/2013 | 1:16:05 AM
Re : 5 Ways Mobile Marketers Can Hold Consumers' Attention
We can't overemphasize the importance of visuals in stories. As goes the saying, "One good picture is worth 1000 words." This is actually perceivable in the real world. Importance of visuals is more important than ever in today's smart phone world. People take less pain in reading the long texts on small screens. They rather like to grab in a minute what they want to know.
SachinEE
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SachinEE,
User Rank: Ninja
11/27/2013 | 1:16:11 AM
Re : 5 Ways Mobile Marketers Can Hold Consumers' Attention
@ Alison Diana, that's what we call interaction, right? Nothing can be more catching than getting the feeling of being noticed and addressed. Responding to Facebook page likes gives a strong message to customers that they are taken care of. Addressing customers' concerns and issues is one thing, responding to their questions is another. Response is as important as resolving their issues.
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