In today's on-the-go lifestyle, a majority of people are turning to their mobile devices for all kinds of information. Not only are we using smartphones and tablets for phone calls and texts, but also checking email, using social media, watching videos, listening to music and Internet use. This isn’t limited to just non-government employees, either. Even though feds may have restrictions on what they can access, mobile device usage is up from 80 percent in 2014 to 90 percent in 2015, according to the 2015 Federal Media and Marketing Study by Market Connections.
Consider these three things to maximize your federal mobile marketing strategy.
YouTube and Pre-roll Videos: The study also finds that YouTube is one of the most used social media sites by federal employees (55 percent), second only to Facebook, making this another great place to target your audience. According to YouTube, users spend more time on the site from their mobile devices than on desktop and the average viewing time is more than 40 minutes per session. For these reasons, pre-roll videos are an increasingly popular form of advertising. It important to keep in mind, however, that these ads should not follow the same format as a traditional television commercial. Pre-roll videos have a 5-second window to engage the audience to continue watching, so use immersive content. Consider the way your potential customers watch YouTube videos. Create content that will be something interesting and enjoyable to the viewer while promoting your brand. Don’t just link back to your website, but continue the experience with another video or engaging article. Take a look at my last post about how to use Facebook for federal marketing for more information on advertising on social media.
Email Marketing: PEW Research Center reports that reading emails is one of the top reasons that people use their mobile device. According to a study by LookOut, 50 percent of federal employees access work email from their own personal devices (regardless of whether or not this is allowed). If you are using or planning to use email in your marketing strategy, consider layout and copy. In a 2013 GetResponse study, 42 percent of subscribers delete emails that don’t display correctly. Make sure that your emails are responsive so they will display on all screen sizes. Utilize attention grabbing images and copy. Use a single column layout, provide plenty of white space, place the most important information above the scroll and optimize your emails for image blocking by using alt text.
Mobile Apps: In a 2014 study conducted by SalesForce, 85 percent of mobile users feel more at ease with apps than mobile websites because it is more convenient to access information. Using push notifications via the app can also be a great way to keep your customers engaged. These messages can take the form of alerts, reminders, events or special offers. If creating a mobile app is not a possibility, at least make sure that your website is mobile-friendly as it is likely that it will be accessed via smartphone or tablet.
In a recent interview with Federal News Radio, Verizon Enterprise Solutions discusses the importance of mobility in the federal community. Nancy Green, one of the interviewees, stresses that being able to have information where you need it, wherever you want it, is a key factor.