Today's consumers want an on-the-go platform that works as speedily as their lives progress, and, thanks to the advent of the mobile device, society has picked its poison. For many, their smartphone or tablet is the last thing they look at before bed and the first thing they reach for when they wake up. Yet, while these personal devices offer the opportunity to consistently engage, entertain, and enlighten consumers, marketers across industries are having a difficult time establishing a mobile content strategy that satisfies and informs.
"With mobile, you must excite, involve, listen, and entertain if you want to maintain communication," says Dave King, executive vice president of mobile solutions at Confirmit. "To ensure success, mobile content must be evaluated against four key criteria, which in combination are universal to mobile. If your content isn't personal, relevant, timely, and easy, people will disengage."