Media Mobilization – Making it Work for You
We are all familiar with social media and its influence in the realms of public relations, communication and marketing, but what about mobile media? Given similar desirable traits, including the element of amplified accessibility that was previously unattainable, mobile media should be given due attention as well.
Mobile media can loosely be defined as the portability of media – information and communication that can be accessed and utilized on the go. This trend started off with the invention of the laptop and has now accelerated and made more widespread – thanks to increasingly compact devices, ranging from PDAs to tablet PCs and Smartphones. Accessing the internet and engaging in communication and information exchange while on the go is now possible for everyone.
The number of people owning these devices has increased exponentially in recent years. The rapid increase in availability, product options, cost reductions and technological improvements in younger, developing markets have helped these products become more mainstream. It is definitely not difficult to see why there is slated to be heightened utilization of mobile media. PricewaterhouseCooper’s Global Entertainment and Media Outlook 2012 – 2016 reported that the number of mobile internet users will more than double by 2016, and this would amount to about 2.9 billion.
One of mobile media’s more unique traits is the possibility of location-aware services. Technological advancements has allowed mobile media specific services like SMS Broadcasting Messaging (the sending of a message over an area or to all connected devices within an area), for instance, to be achieved. This allows for a more specific, real-time outreach which would in turn benefit companies in various aspects.
In a research conducted by SoundBite Communication on companies ranging various fields and industries, mobile marketing has also shown higher return-on-investments than traditional marketing, averaging an increase of 32 percent for responding companies. These findings also represent one of the positive attributes of mobile media – the results are more quantifiable than other traditional forms of media. This is because mobile media prides itself on being personalized, targeted and hence, relevant. If someone were able to relate to the presented content, he is more likely to respond and provide constructive feedback.
So how can this platform be worked in the most effective and advantageous manner? First and foremost, as with the most forms of communication, there should be a clear idea of the message intended to be conveyed and specific recipient audiences. Once that is settled, the following pointers would be a lot easier to keep in check.
Value Conciseness and Clarity
Given the nature of mobile media, succinctness is of paramount importance. Most mobile devices are palm-held (and continually getting more compact!) hence reducing the effective space available to create impact and grab attention on the first given chance. So, cut the fat and just deliver the facts – prioritize, filter and ensure that the primary message is conveyed in a bite sized chunk. The secondary details can be presented in the form of a URL link where interested parties may receive further information.
A cost effective and interesting alternative would be Quick Response (QR) codes. QR Codes are a matrix barcode- a 2D image of black squares, in a pattern, on a white background that can store information, be it in the form of text or images or even videos. The information stored, which surpasses the storage capacity of standard barcodes, can be retrieved by scanning the said code with a Smartphone.
From Content to Consumer
This doesn’t mean that the content decreases in importance, but rather, the content should be tailored to specific target consumer groups – the same message presented in different, appropriated ways. Heavier focus should be placed on the targeted consumers and packaging the intended message in a more personalized manner. The product or service would require a different message or tone of delivery depending on the target audience. Details like word selection, pictorial placements, graphics, and audio accompaniment if any, amongst numerous other things, would appeal to different age groups for instance.
Be Creative and Consistent
This is a run-on of the previous point; creativity has to be employed to appeal to various target audiences. With the element of freedom and the vast availability of options that has come to be associated with modern forms of communication, not just limited to mobile media, should the message not appeal to the recipient upon first impression, he may very well just pass over the message without so much of a glance.
With that said, even though there should be variation in the way the intended message is to be conveyed to the different targeted audiences, it is important to maintain consistency in the branding.
By Yasmin Md Basir, PR Associate @ Corporate Media Services