Leveraging Mobile Content Strategy

Project Title
How Companies Use Mobile Content Marketing To Advertise Their Products
Subject Area
Marketing Research
  • Project Description

    The project’s objective was to elaborate on the benefits of mobile content marketing to a business and show its role in how businesses use it in the marketing of their products.

  • Strategy/ Actions Taken

    I conducted a survey with 30 participants on Bowie States campus. This location was chosen because of the wide age range of people. I categorized the participants into three age groups,18-25 which had 15 respondents, 25-35 which had 9 respondents, and 35-50 which had 6 respondents. The participants were asked nine questions which were:

    • what sort of telephone do you use?
    • do you believe you’re hooked to your mobile phone or not?
    • is your mobile phone your preferred way of consuming content?
    • how much time do you spend on your mobile phone consuming content?
    • what periods of time do you spend the most consuming content during the day?
    • do you share content from your mobile phone?
    • do you believe ads or content present on mobile phones are profitable to businesses?
    • do you consume content on your phone through apps or the web browser?
    • what type of content do you think helps marketers sell the more of their products?

    The second research strategy I used in this project was referencing verified sources to show the importance of content marketing, the value of content marketing, content marketing versus traditional styles of marketing, how the future of marketing is mobile, and how mobile apps have become an integral part of content marketing.

  • Results & Learnings

    All the participants that responded showed that they all owned mobile phones. More than 60% of participants in the age group 18-25 believed they were hooked to their phone, whilst the percentage for people who believed they were hooked lowered amongst the older age groups with 55% for ages 25-35, and a split 50% for ages 35-50. Results yielded from people who preferred consuming content from their mobiles showed that over 80% of 18-25yr old’s, and over 60% of 25-35 and 35-50yr olds prefer consuming content on their phones.

    Engagement and time spent on a mobile is vital to mobile content marketers. In the age group 18-25, over 60% spent over 4-6 hrs. on their phones per day. Over 60% of age groups 25-35, and 35-50 spent about 2-4 hrs. per day on their mobile phones. 60% of all respondents believed they spent most of their evening time on their mobile phones. 60% of all respondents in the different age categories shared content or ads from their mobiles, showing that if a customer could take interest in your content they could share it to their followers or contact list only increasing the popularity of your brand.

    Over 80% of age groups 18-25 and 35-50 believed that content or ads presented on mobile phones are profitable to businesses, the percentage lowered to 60% amongst ages 25-35. 80% of respondents ages 18-25 consume content on their mobile apps the percentage drops to 60% in the age group 25-35. Over 60% of respondents ages 35-50 consumed content on their mobile web browser rather than their mobile apps, showing the shift in consumption of content with the shift in ages. 80% of respondents ages 18-25, and 25-35 believe video content help marketers sell more of their products but ages 35-50 have 60% of respondents believe that text content help marketers sell their products.

    The qualitative research revealed marketers now and in the nearest future should shift their focus towards mobile content marketing. It showed that an increased use of emails on mobiles reveals another path to which content marketers can attack current and potential customers. It revealed mobile applications to be an integral part of where content marketers should start focusing their marketing strategies also, because it seems to be a way of retaining customers as well as drawing in new one.

  • Project Roles

    Solo project, with responsibility for full completion.

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