One look at the vast num­ber of smart devices—smartphones, tablets, TVs, house­hold appli­ances, and phablets (smartphone/tablets)—in use today, and it’s not sur­pris­ing that mobile access is over­tak­ing fixed Inter­net access. This trend, in turn, gives media and enter­tain­ment com­pa­nies new oppor­tu­ni­ties as they look to engage larger, more tar­geted audiences.

Whether they are watch­ing, read­ing, Tweet­ing about, or shar­ing stream­ing news, sports, TV shows, videos, or other con­tent, con­sumers increas­ingly pre­fer to access con­tent on demand on their terms and on their devices of choice. Media and enter­tain­ment com­pa­nies must ask them­selves a few ques­tions: Are we deliv­er­ing the right mobile expe­ri­ence to the right audi­ences and devices? And are the­ses the kinds of expe­ri­ences that keep con­sumers return­ing to our brand?

Those media and enter­tain­ment com­pa­nies that lis­ten to con­sumers and under­stand their pref­er­ences can bet­ter meet rapidly chang­ing con­sumer expec­ta­tions. These com­pa­nies are also best posi­tioned to max­i­mize returns on their tech­nol­ogy and con­tent invest­ments when deliv­er­ing enter­tain­ment and adver­tis­ing to savvy, diverse global audiences.

By tak­ing advan­tage of lead­ing dig­i­tal mar­ket­ing solu­tions for ana­lyt­ics, test­ing, con­tent pub­lish­ing, and other activ­i­ties, media and enter­tain­ment com­pa­nies are gain­ing more user con­text and then apply­ing mobile mar­ket­ing tac­tics such as per­son­al­ized app expe­ri­ences, ads based on geolo­ca­tion, and push noti­fi­ca­tions. These types of ini­tia­tives allow com­pa­nies to extend the reach and fre­quency of their brands, deepen engage­ment, and uncover new options to mon­e­tize content.

There are sev­eral proven, help­ful steps to fol­low for media and enter­tain­ment com­pa­nies look­ing to get the most out of their mobile strategies:

  1. Develop a “mobile first” strat­egy. Reusing tra­di­tional con­tent for mobile devices sim­ply does not work. Cre­ate robust mobile spe­cific exe­cu­tions and fol­low that with mea­sure­ment and opti­miza­tion strate­gies that are fully inte­grated into every other mar­ket­ing initiative.
  2. Ensure con­text and rel­e­vancy. Media con­sumers are more will­ing to view an ad if it is rel­e­vant. Per­son­al­iz­ing user expe­ri­ences will ensure stick­i­ness and return vis­i­ta­tion, as well as more app downloads.
  3. Adopt second-screen expe­ri­ences. Enter­tain­ment today for media mul­ti­taskers often seems incom­plete with­out one or more mobile and tablet-specific counterparts.
  4. Con­nect the dots of the cus­tomer jour­ney across all chan­nels. To make expe­ri­ences rel­e­vant, col­lect and inte­grate data from every touch point, includ­ing dig­i­tal app down­loads and engage­ment, activ­i­ties on social net­works, time spent inter­act­ing with dig­i­tal mag­a­zines, location-specific data, in-game pur­chases, offline expe­ri­ences, and more.
  5. Lever­age Big Data and ana­lyt­ics. To drive bet­ter ads to the most valu­able audi­ence seg­ments, aggre­gate and ana­lyze data for bet­ter tar­get­ing, results, and cus­tomer engagement.
  6. Mea­sure and mon­e­tize dif­fer­ently. By look­ing at met­rics such as launches, monthly engaged users, and life­time value, focus on per­for­mance met­rics such as cost per install (CPI) and cost per engage­ment (CPE).
  7. Quan­tify and attribute. Mea­sure and ana­lyze the effec­tive­ness of mobile-specific cam­paigns such as SMS, mobile search and dis­play ads, and QR codes.
  8. Cor­re­late mobile data. It’s impor­tant to look at the con­text of all dig­i­tal channels—Web, social, and email.
  9. Do not rely on guess­work. Instead,adopt solu­tions that quan­tifi­ably answer press­ing ques­tions, such as “What types of paid media work for acquir­ing iOS audi­ences?” or “Which devices should we pri­or­i­tize for deliv­er­ing our enter­tain­ment, edu­tain­ment, adver­to­r­ial, or videos?”
  10. Act swiftly. Mobile is trans­form­ing the mar­ket­ing land­scape faster than any­one could have ever imag­ined. The uptake and usage of mobile devices is a wave that media and enter­tain­ment mar­keters must catch, or risk being left behind.

Media and enter­tain­ment com­pa­nies today need to adopt solu­tions that help them suc­ceed through­out the entire cycle, from con­tent or app cre­ation through to deliv­ery, analy­sis, and opti­miza­tion to mon­e­ti­za­tion. The mobile world in media and enter­tain­ment has become so com­plex that a solid foun­da­tion based on pow­er­ful, inte­grated dig­i­tal mar­ket­ing tech­nol­ogy is a require­ment for success.

For more infor­ma­tion on how to har­ness mobile oppor­tu­ni­ties in media and enter­tain­ment, down­load the lat­est Adobe paper on “Mobile in Media and Enter­tain­ment: Tec­tonic Shifts and Big Oppor­tu­ni­ties.”

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