When most people talk about mobile, most people think about “smart-phones”. But this needs to change.
For an industry that has grown-up quicker in Australia than almost anywhere else in the world, we stumble like awkward teenage boys suddenly blessed with strength and height, well before our minds have had a chance to re-connect.
Last week I talked a lot about digital story-telling, and touched briefly on the importance of the four screens:
Mobile is the future of where content will be accessed – and where stories are heard and re-told. Furthermore, it is the ubiquity of that content across smart-phones, tablets, laptops and TV screens that will ensure its success. Today (not the future) stories are shared via photos (Instagram), scrapbooks (Pintrest) and in locations (Facebook). And for the APAC region, car screens are the 5th screen to consider.
This needs to be a 1ft, 2ft and 20ft ubiquitous story-telling experience for consumers.
What I forgot to make explicit is that when I refer to mobile, I am actually talking about the mobility and access to a brand and or content. Smart-phones are mobile devices, not mobile as a whole.
Context = mobile
The other point worth mentioning is that the reason people access sites via mobile is generally because of one of three reasons:
- their need to engage our brand is different (I need your phone number because I’m trying to find your business);
- their desire to access content in privacy (a big reason for healthcare companies);
- or they are consuming mobile media adjacent to other medium (I’m watching The Project and want to follow along other conversations)
Tablets, are mobile devices. And content for TV’s and even cars (Asia-Pacific, NYC etc.) are mobile screens. Which brings brands and publishers (and most of the time they are one and the same), to a clear list of thinking about how to approach this:
- How does our mobile play meet our business outcomes?
- Can our advocates and customers engage with our brand across multiple screens wherever they are?
- Does our content change fluidly in a channel like Facebook across mobile and desktop where content is served in a very different form since timeline?
- Is our content aligned with our tone and style regardless of mobile device?
- Is our mobile site actually relevant to the context of our user? See the points above
Think differently next time think about mobile.