If someone asked me to give up my iPhone for a week the payout would have to be huge. I am addicted to the thing and love going online while out and about. And I am not the only one. According to the Mobile Marketing Association and Luth Research, one in four U.S. adults say “they plan to access the Web from their mobile device on a daily basis in the next year.”
Aside from checking email, accessing social networks and playing with new apps; people are making online purchases more and more. A survey by Experian Marketing Services found consumers use their phones to check prices (22 percent), research products (21 percent), and make purchases online (13 percent). Understanding the boom in mobile usage and the technology’s potential, PR professionals need to consider what this means for our clients and how to best advise them.
More and more marketers are thinking in terms of mobile when it comes to websites, campaign micro-sites, and viral campaigns. PR professionals should be prepared to reiterate mobile-friendly web design while taking things a step further. Aside from a client’s website, PR professionals should also suggest mobile-friendly news rooms, whitepapers, and case studies.
Additionally, with the media landscape changing and social media continuing to grow there’s been a shift toward both user- and company-generated content. Companies are becoming their own media outlets with video, newsletters, corporate blogs and social media participation. All these outlets need to be mobile-friendly as well. The mobile boom also means agencies need to adapt and provide interactive design along with more traditional PR services so clients have access to digital design and mobile application development capabilities. At this point, digital capabilities are no longer a nice-to-have; they are a must-have for PR activities.
When it comes to mobile marketing and accessibility, what other suggestions to do you have? How can PR professionals better guide their clients? I would love to hear your thoughts.