Marketers obsess over “being there” for their consumers. Whether it’s share at the store shelf or share of voice on TV, these are metrics used to judge how present a brand actually is. But what about on a mobile device, where there are billions of products researched every day? Are you devoting the same amount of resources to your mobile marketing strategy and your brand’s role of being there whenever consumer’s needs arise?

60% of the time we are online, it’s on a mobile device

Compete for attention in the digital space

Mobile devices overtook desktop and laptop in 2013. In fact, 60% of the time we are online, it’s on a mobile device. If your digital presence isn’t optimized for a smartphone, you’re not only behind, you are actively depleting your business. 84% of the population has a second device in hand while they are watching television. 65% check their phones within 15 minutes of rising each morning, and 87% of millennials have smartphones on their person 100% of the time. 75% of Facebook users are mobile-only. If you aren’t competing for attention in the digital space or have a mobile strategy, you should be.

Provide solutions

Preparing your content for the mobile user isn’t difficult, but it does take thought. Mobile users want to learn, do, find, or buy something right now. Whether in the form of a search, an interaction with an app or visiting your site (or all of these), your content should answer the question they are asking.

Think Bite Sized

While the user should be able to click to a lengthier or downloadable version of the bite-sized content, small and easily consumed is key. Try to focus on learn, do, or find to start. In the jewelry world, this could be a single graphic on cuts of stones, or an illustration about the 4C’s of diamonds. Consider lists, such as the five things to consider before buying a diamond, or six reasons to visit a custom designer.

Tie your bite-sized pieces together with larger artifacts that tell more of the story. For instance, a five minute video on choosing a gemstone could be placed on your business’s YouTube channel. A highly edited, “snippet” version of 0:15 seconds could be placed on Instagram, and another on Facebook, both linking to your online blog. Your website contains a short narrative on the same topic, with a link to the YouTube video for the full story. You crafted a few paragraphs, and a single video, but now these pieces are interwoven and amplify one another, creating an affordable tactic without an upfront cost.

This content was originally published in The Retail Jeweler.

84%

Of the population has a second device in hand while they are watching television.

65%

Of the population check their phones within 15 minutes of rising each morning.

87%

Of millennials have smartphones on their person 100% of the time.

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