Content marketing is not only about getting prospects' attention initially; it is also about keeping it for as long as possible, encouraging return visits and, crucially, converting into loyal customers.
But new research by Google shows that a good content marketing strategy should take something else into consideration as well - the growing importance of adapting content for a single user interacting with content across multiple screens.
Writing for the Google Mobile Ads blog, Dai Pham noted 90 per cent of people move between devices to accomplish an online goal, for example seeing a review for a new car on a mobile device and then conducting a search for the specs on a desktop and perhaps viewing a video on a tablet.
The research, entitled The New Multi-screen World: Understanding Cross-Platform Consumer Behaviour, showed the most popular cross-device activities include browsing the internet, online shopping, managing finances and planning trips.
There are two primary ways that people use multiple screens: sequential, where they move from one device to another in order to complete a goal, and simultaneous, where they might use a smartphone while watching TV, for example.
Sequential multi-screening and digital marketing strategy
Sequential multi-screening is the most popular and is potentially very interesting to digital marketing strategies.
Ms Pham said: "Sequential screeners will start interacting with you on one device and then pick up where they left off on another, so making experiences seamless between devices is key. Additionally, cross-media campaigns can help you make the most of consumers' simultaneous usage across screens."
She noted multi-screening offers marketers more opportunities to connect with consumers, which means businesses should ensure they are not only accessible via different devices, but also properly optimised.
Crucially, search is deemed the "critical connector" between devices, as it is used by people to pick up on the second device where they left off on the first, and tactics such as keyword parity are highly important in leveraging this.
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