The post Industrial Marketing Tips for a Distracted Generation Gone Mobile first appeared on the ISA Interchange blog site.
Chances are you are reading this blog post from a smartphone or tablet. How do I know? Easy. A quick check with Google Analytics reveals that nearly 50 percent of the automation and control industry visitors to this site are using some type of portable computing device with Internet access.
Industry analysts had been predicting that mobile Internet users would eventually overtake the desktop. According to comScore, mobile surpassed desktop usage in the U.S. in March 2015 as the primary gateway to the Internet. Analysts expect the trend to continue, as people cut the digital umbilical to their desks and opt to access the Internet from any location at any time.
Increasingly, people prefer to access the Internet on the go or in places where using a desktop or notebook computer simply isn’t convenient or practical, such as at a coffee shop, restaurant, in a meeting or between meetings, at the airport or train station, in a car or bus, or on a subway. We’re in an era of getting the job done, and getting it done now. In many cases your physical location is a secondary concern, especially considering surveys showing a significant growth of remote workers and telecommuters during the last two decades.
A slight twist in the trend: The jury is still out on whether phones, tablets and dedicated e-readers will replace the printed book. It seems that even young people raised in the digital era may actually prefer ink on dead trees. Some of the reasons printed books may have a longer shelf life than anticipated are directly related to the challenge of marketing to mobile device users. Tablets and phones offer numerous distractions, reducing comprehension levels when readers click away to read email, browse web pages and update their social media status. Printed books force the reader to focus. Marketing in an era that enables people to digitally hopscotch is a challenge. I’ll offer some tips shortly.
The general consumer shift to mobile devices is an important heads up for industrial marketers, who might assume that automation executives, engineers, plant managers and factory technicians remain wedded to traditional computing platforms. In fact, production facilities and factory floors are being tuned for the mobile era, with a growing number of applications designed for remote monitoring and management in process control industries.
So with this shift toward mobile access, it’s probably time for you to review your web analytics for the percentage of smartphone and tablets that are accessing your industrial business landing pages. If the numbers reveal visits are trending towards handheld devices, you’ll need to reassess your messaging and graphics to ensure marketing content is optimized for people in motion.
It’s also important to remember you are marketing to the distracted generation. A 2015 study found that 55 percent of American workers prefer to communicate with friends over the Internet. The survey also noted 68 percent of respondents said they didn’t finish work because they were checking email, browsing the web and engaging on social media. That means your content is highly vulnerable to the delete button or high bounce rates if there isn’t a compelling reason to stay.
The shift to mobile means focusing on copy optimized to be noticed, consumed and acted upon. It also means carefully choosing images to accompany your text to enhance the key takeaway messages delivered in the often smaller format of a mobile device.
It should not be a surprise that email is the top application for mobile devices. Email marketing ranks as one of the most effective means of reaching and converting customers and prospects. Have you optimized messages being delivered to your email marketing lists as well as to your “cold call” list of new prospects?
In a nutshell, here’s the email marketing challenge to this noisy, distracted environment: You have very little time to grab someone’s attention. Studies show each email gets a few seconds attention, mixed with distractions from audio, video and environmental sources. You can’t compete in this marketing competition if your content is not optimized for mobile. Here are a few suggestions for email marketing and social media promotions to help you maximize the opportunity and minimize the potential for a “bounce”:
What strategies have you leveraged to optimize marketing messages for mobile device users?
Source: ISA News