“Developing a Mobile Content Strategy That Works”

Ahava LeibtagPresident

Aha Media Group, LLCwww.ahamediagroup.com

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Football on Your Phonehttp://www.youtube.com/watch?v=jn5zytfm9No

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Mobile Devices

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What do we know?People interact with digital information because they want:• Information• To perform a task• Entertainment

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9 out of 10 mobile searches lead to action; over half lead to purchase

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THERE’S SO MUCH WE DON’T KNOW

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Fixed or Fluid?

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Focused or Distracted?

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What do we know?

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Who are they?• 52% of US laptop owners also have a

smartphone

• 31% of US smartphone owners have a tablet

• 13% of Americans own a laptop, tablet and smartphone

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Where are they?

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Where are they?

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When are they?

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Mobile: The Jobs of a Content Marketer

Job #1: Understand content and distribution

Job #2: Know the technical elements

Job #3: Understand the use-case scenario

Job #4: Create a user-friendly mobile experience

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Job #1:Understand Content

and Distribution

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Social Media Mobile Stats• 67% of monthly users are on mobile on

Facebook

• 60% of all Twitter users are mobile

• 40% of all videos are watched on YouTube using a mobile device

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Job #2: Understand the technical elements so you can work as an effective part

of the team

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Environments Available• M.dot• App• Responsive

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M.dot

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App

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Responsive

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Divorce content from design

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Pros and Cons Pros Cons

Mobile • Was the standard in the industry

• Two websites (codebases) to maintain

• Doesn’t always scale on every device

Native Application (App) • Download and keep on their devices

• Have to maintain website and app

Responsive • One codebase• Scales on any device

• Hard to find good designers who know how to design for responsive

• Not all ad works scale ads

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A Google survey found that 65% of US smartphone shoppers preferred to use mobile Web

to mobile apps for shopping(April 2013)

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Job #3: What are the

Use-Case Scenarios?

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How do we know more about our customers?

• Research– Analytics– Build personas– Build scenarios– Test in the lab– Test in the wild

• Cross-device usage

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Analytics

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Cross-device Usage• 86% of Americans use a smartphone

while watching TV

• 68% of smartphone usage happens at home

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You can never know enough about your user audience. EVER.

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Job #4: How do we

create a user-friendly mobile experience?

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User-Friendly Design and Voice/Tone

• Loading times• Ergonomic design• Touchpoints• Cues• Microinteractions

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Loading Times

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75% of people would not return to mobile websites that took longer than 4 seconds to load

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Ergonomics

©Luke Wrobleski

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Touchpoints

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Touchpoints

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Cues

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Microinteractions

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Mobile Glossary

http://ahamediagroup.com/mobileglossary/

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QUESTIONS?

Ahava LeibtagAha Media Group, LLC

ahava@ahamediagroup.comTwitter: ahavaL301-452-5331

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