Mobile Media or 'Mocial': An Interview with Jacob!

Spread it!

Email This

Jacob was one of the first users of an iPhone. He has always tried to do all of his work on a mobile device. He is big on blogs and social networks, and yes he pulls most of this up on his mobile device. To him the future of interactive marketing will be delivered on mobile devices - with social networks & user interest driving relevant content.

Here are some tips from him to make campaigns more engaging:

-Marketers should assume that their customers are checking emails on a wide variety of mobile devices, so start using mobile text versions and use header row offers that will display in the message preview on a mobile devise screen. Images in HTML should be reduced in file size so that a mobile device will not take as long to download the images, and a better ratio of text vs images should be worked for.

-A/B testing to learn how to shorten a subject line so that it will deliver the most impact in with the least amount of space. Short subject lines will also display well on mobile devices where real estate is very limited.

What Jacob doesn’t like:

-Blanket offers that do not apply to the email receiver; by getting more information at the subscribe page, offering a recepient to update preferences, and then using past purchase history, geographical location, past email history, and the wise use of surveys, a much more targeted offer can be presented that will encourage engagement, not unsubscribing.

What can Social Media do?

- Build a good blog that is updated frequently with valuable content, then add blog post snippets into the email to pull people to the website. Blogs are a softer sell and provide a rich source of content and interaction. Provide responses and feedback on the blog to build a community, and then tie the blog posting back to products offered on the website.

Perhaps the most important thing Jacob points out is for marketers to learn how to engage their customers on social media channels while they are on the move! Think about it, you are at a 'real' social event, and you are on a 'virtual' social event at the same time. Mobile social networking will facilitate two way communication based on your location.

That is where we are headed.