For consumers, mobile is at the center of modern life. It’s the engine that powers how we shop, how we socialize, how we navigate the world around us. And, for modern marketers, mobile is the beating heart pumping vitality into every consumer touch point. Check out this free eBook to learn how you can develop the strategic framework necessary for seeing the highest return possible from your mobile audience.

1. Mobile Content
Strategy
The Definitive Guide
Your
Brand
Here
Mobile Best Practices
B2A Mobile Engagement

2. Mobile Content Strategy
The Definitive Guide
2 hours
48 min
Even television, the great
American pastime, now trails
mobile in terms of daily average
consumer attention
Average daily consumer attention, Q4 2014:
TV
MOBILE
Mobile-First
Thinking
The world has gone
mobile. For day-to-day
activities like shopping,
browsing, and socializing,
your audience puts mobile
first.
To keep pace with this shift
in consumer attention,
modern marketers must do
the same.
Mobile share of consumer media consumption:
51%75%84%66%
Email* In-store Shopping** Social Media*** YouTube****
2 hours
57 min
*Venturebeat
**Google Shopper
Marketing Council
***Wallstreet Journal
****Recode.net
*****24/7 Wall St
*****

3. Mobile Content Strategy
The Definitive Guide
Here is a strategic
framework for putting
mobile at the center
of your marketing
planning.
Mobile Content Strategy
The Definitive Guide

4. Mobile Content Strategy
The Definitive GuideB2A Mobile Engagement
Break your media
down into four media
categories
1. Paid
2. In-Store
3. Owned
4. Social
1 2
3 4
1
2
3
4
Media
Categories
Mobile Content Strategy
The Definitive Guide

5. Mobile Content Strategy
The Definitive Guide
Within each media
category, there are
specific consumer
touch points.
We include the
most common
touch points in
this framework,
but you can create
your own that are
specific to your
business.
Consumer
Touchpoints

6. Mobile Content Strategy
The Definitive Guide
Here are the most
common touch
points in each
media category.
Each touch point
requires its own
set of tactics.
The sum of these
tactics is, in
essence, your
mobile strategy
TV & Radio
Search
Desktop Display Ads
Mobile Display Ads
Mobile App
Brand Website
SMS
Email
Facebook
Instagram
Twitter
Pinterest
End Caps
On-Pack
Demos & Events
Print Ads

7. Mobile Content Strategy
The Definitive GuideB2A Mobile Engagement
The core of your mobile
strategy involves publishing
engaging content on the
mobile web.
While a native app can be an
indispensable tool for
brands, a web-centric
approach gives you
maximum flexibility & reach
while enabling you to
capitalize on Google’s new
mobile-first search engine
ranking.
Mobile Content Strategy
The Definitive Guide

8. Mobile Content Strategy
The Definitive Guide
Let’s look at mobile best
practices for the different touch
points in each media category.

9. TV & Radio/Video
Desktop Display Ads
Mobile Display Ads
Search
Integrate an SMS call to
action into the narrative,
incentivizing your audience
to text a keyword to opt-into
a mobile database
Don’t stop at the click – create responsive
cross-screen landing pages built around
an interactive post-click experience
Publish mobile-optimized
landing pages designed for
keywords relevant to your mobile
audience
Paid Media

10. On-Pack
End Caps
Print Ads
Demos & Events
Capture mobile numbers &
emails at demo stations via
SMS opt-in & incentivized
lead generation
Replace that QR code with
a clearly-incentivized SMS
call to action, creating an
experience that fits the
consumer’s natural mobile
behavior
Drive foot traffic to the shelf
with the promise of engaging
digital content like product
selectors, games, & multimedia
Generate leads and drive
your print audience to
engaging digital content &
promotions with a printed
SMS call to action
In-Store Media

11. Brand Website
Mobile App
Email
SMS
Employ a responsive, mobile-
friendly design. Embedding
iframes into the page offers an
easy tactic to ensure mobile
first content renders correctly
on desktop devices
Integrate rich media HTML5
web content with push
notifications to create a
seamless brand story across
the mobile experience
Enhance emails with
mobile-optimized layout &
engaging post-click content
that collets actionable data
Build, segment, & regularly
engage an SMS opt-in list
with personalized post-
click content to see 98%
open rates
Owned Media

12. Facebook
Twitter
Instagram
Pinterest
Create Facebook-specific
mobile landing pages with
calls to action designed to
drive social share
Make sure your campaign
story and mobile-call-to action
are streamlined enough to be
delivered in 140 characters
Collect followers and promote earned reach
with mobile campaigns that encourage user
generated content & social participation
Social Media

13. Mobile Content Strategy
The Definitive Guide
A unified, mobile-
first strategy allows
you to bring content
created for all these
different touch
points together in a
cohesive brand
story for the
consumer.
This approach
makes your brand
more relevant, more
accessible, and
more memorable
for your audience.
TV & Radio
Search
Desktop Display Ads
Mobile Display Ads
Mobile App
Brand Website
SMS
Email
End Caps
On-Pack
Demo Stations
Print Ads
Facebook
Instagram
Twitter
Pinterest
Engage
Your
Brand
Here

14. Mobile Content Strategy
The Definitive Guide
The next step is tracking
audience and performance
for all your content across
marketing channels. Google
Analytics uses UTM strings
with custom URLs to
accomplish this.
Once you’ve established a
mobile-first content
publishing structure, you
will be able to reliably
attribute engagement to
marketing spend from any
source.

15. Mobile Content Strategy
The Definitive Guide
Want to learn more?
Read the free ebook
for more info

16. Mobile Content Strategy
The Definitive Guide
Mobile Content
Strategy
A Definitive Guide
Your
Brand
Here
Mobile Best Practices
B2A Mobile Engagement