- July 10, 2014
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Think Fast and Small for Mobile Marketing
In the same way that car culture gave rise to drive-thru windows and drive-in movies, the mobile smartphone culture of the new millennium is creating new ways to consume content quickly, while on the go.
Writing for Gigaom.com, Om Malik postulates that as the size of our viewing screens (movie theaters, television, desktop computers, tablet computers, smart phones) changes the way users adapt and consume content for each format also changes.
Smaller Screens, Smaller Content Portions
The size of the screen determines the amount of time we spend with the media shown in each format. The smaller the screen, the shorter the time-span of the content. Movies on the big screen usually run at least two hours. On television, shows are generally in 30- or 60-minute episodes.
Although consumers today are spending a lot of cumulative time on hand-held mobile devices, the content consumed has become shorter and more bite-sized, if you will. People like to use their mobile devices to “snack” on “fast” content. After all, it’s not easy to watch a three-hour movie on your phone.
The Medium Molds the Message
When developing a campaign, integrated marketers should consider the way different media formats each require a different variation of the marketing message. That doesn’t mean you need an entirely separate campaign for different media vehicles. But you will need to tailor your message to suit the way users are accustomed to consuming content over each media channel and format.
Use short copy and simple, uncluttered images for mobile messages. When used in small (short) doses, video can also be an effective marketing tool for mobile audiences. Many small businesses as well as larger brands today are effectively using mobile like Instagram (photos and :15 videos) and Vine (:06 looping videos) to get their message across to mobile consumers.