At the beginning of each year, business thought leaders from every industry announce their predictions for new trends and innovations. In previous years, popular predictions have been the internet of things, omni-channel and personalization, among others.
With regards to content marketing, delivering relevant content to your audience, wherever they are, has typically been the mantra for most of these predictions, and traditionally,”wherever they are” has referred to social channels or advertising on publisher sites. While this is certainly a good start, these approaches don’t take into consideration how these audiences engage with these channels. What time of day do they visit? Why do they visit them? And finally, what device do they use to visit them?
According to eMarketer, 51% of the total time an adult spends engaged with digital media is on a mobile device, and according to Internet Retailer, mobile commerce is now 30% of all US e-commerce.