You can’t ignore social media. You can’t ignore mobile marketing. Therefore, you can’t ignore mobile social marketing. Here at Readz, we spend a lot of time talking about getting your content ready for the growing audience of mobile users. With everything from technical data sheets, white papers and financial information to educational handbooks and travel brochures, using mobile content tools has to be a key part of your marketing strategy. It’s what people want and it’s your job to deliver.
But for 2014 and beyond, simply going mobile is not enough – you have to integrate social networking too. And we’ve got the stats to prove it.
An infographic on social networking around the world reveals that:
- in 2012 half of all internet users signed onto a social network.
- by the end of 2013, it was estimated that 67% would use a social network at least once a month.
- in 2014, the prediction was that 70% of web users would use a social network at least once a month.
The infographic also shows the huge growth of social media sites in various global locations. We already know that social is growing even faster than people thought a couple of years ago and it’s becoming embedded in the way people communicate, even for business.
There’s more data to support this in an infographic on online culture, which shows that:
- 85% of customers expect businesses to have an active social media presence.
- customers see social media as a key way for brands to communicate with them.
- 83% of those contacted by brands in response to complaints liked the fact that they got a response.
This shows the importance of social media interactions. Pew Internet also has data on the increasing use of social networks. Its study shows that:
- 73% of online adults use social networking sites.
- 42% of online adults in America use two or more social networks.
- 84% of those that use one social network alone use Facebook.
This all adds up to the fact that you cannot ignore the importance of social media for your business. In fact, it’s a no-brainer for any business to have a presence on social media and ensure that content can be easily shared on the main social networking platforms. It’s a key part of content marketing and should be included in any content marketing plan.
What makes this even more interesting is the intersection of social networking with the mobile market. We already know that the mobile market is huge and growing with more devices around than people and widespread penetration of smart devices. People have mobile devices with them throughout the day, using them as a second screen for both business and leisure.
Social media is a key activity for many mobile device users. This is important for businesses and marketers because a survey by Adobe showed that 71% of people are using mobile devices to access social media and this can then lead to purchasing. Global social network Facebook recently revealed that 70% of its US users are using mobile devices and other social networks are banking on mobile for the same reasons.
What does this mean for you? That if you are using content marketing today, you don’t just have to think about being mobile-friendly, but socially enabled – mobile social marketing. There’s nothing worse than reading a great piece of content and finding it difficult to share. But before they can share, they need to be able to access and navigate the content, no matter what screen size they are using. It’s one area where many websites fail, so doing this well could provide a competitive advantage as the number of mobile device users increases.
To do this you need a mobile content publishing solution that:
- ensures that content looks great on any screen size
- is enabled for taps, swipes and gestures
- includes large call to action buttons enable users to complete the desired actions quickly and easily
- makes it easy to follow links and to navigate to other pages.
- enables easy social sharing via social sharing buttons or integration with mobile social networking apps.
In other words the right publishing platform will look after mobile usability which is key to a great user experience. Marketers can also benefit from in-depth statistics about how users are interacting with your content and sharing it. This gives you valuable information for your mobile content marketing efforts.
From now on, mobile and social will be inextricably linked, so it’s important to get the mobile social marketing right. Do so and you will reap the benefits in creating content that is more visible, more readable and more shareable, along with the search optimization benefits that this strategy brings.