The mobile marketplace continues to grow and with each new model of a smartphone or tablet, more and more people are not only looking for convenience, they are changing the way they digest content. This is not a new trend, but as the technology continues to progress and users become savvier, it is vital for content providers, like publishers, to not only accommodate, but also target these users.
Publishers need to reach as many viewers as they can with their content. The capability to deliver to mobile devices and the desktop, while retaining interactive features like Q&As, surveys, polling and social media functions, has helped publishers transcend the webinar experience to the mobile device, thus reaching viewers whenever and wherever they are.
Mobile webcasting has been increasingly popular with our clients for a variety of reasons: the rise in second-screen viewing, the bring-your-own-device (BYOD) trend among businesses, the increase in telecommuting, and the overall increase in mobile usage in our daily lives, just to name a few.
People are increasingly digesting their content on their own devices, and with advancements in technology equipment and access, personal electronic devices are now often interchangeable with commercial-grade products. There is no longer the reliance on higher-quality service or equipment in the office, and because convenience has even extended beyond laptop access, people can effectively watch content (personal or business) on-the-go with the smartphone they are already carrying in their pocket.
After recognizing the benefits of reaching customers via a mobile device, content publishers need to consider the following points to make sure they are maximizing their efforts:
- Increase Frequency - Since smartphones and tablets allow users to stay connected 24/7, it's important to consistently and frequently distribute information. Although you may have great content, if it takes too long to develop and there is too much of a lapse in sharing information, your audience will tune out. It is vital to reach out to viewers as often as you can with good information. However, you will need to test the process to make sure you don't become "noise." You need to determine the proper frequency for your content.
- Fresh Content - In conjunction with regular content postings, it is essential to share relevant and current content. There is a reason that people look to blogs and Twitter for news. Viewers are digesting information quicker and more often than ever, so try to correlate your messaging with up-to-date news and trends. You need to be relevant and even ahead of the curve. The timeliness of you content plays well into the necessity to view on mobile devices. Prove that it's important now, and that's why you are providing the ability to watch it now. You don't want to become old news.
- Simplicity - While many smartphones and tablets offer users a rich viewing experience, you don't want to overload them with content or graphics. Consider the screen size, and don't oversaturate the slides or video presented. Keep it simple with a single threaded graphic or talking head, allowing viewers to concentrate on the messaging. If you don't, the audience may have difficulty processing the message you are trying to relay. As an added benefit, keeping things simple will also make it easier for you to turn out content quicker.
- Short and Sweet - Much of Twitter's success can be attributed to its 140-character messaging platform, and this idea should be taken into account when it comes to streaming media as well. It's better to post shorter, timely, more impactful content, more frequently, than to share a 30- minute video that won't hold attention spans. Keep presentations short for increased audience viewing.
- Emphasize Key Elements - Although streaming media often provides both audio and visual elements, viewers may be accessing this material from a variety of locations (e.g. while traveling, in a crowded or busy place, etc.) and may only be listening to the presented content. Therefore, it's important to highlight important components of your messaging more than once so that "viewers" will be able to recall the main points.
Mobile webcasts provide an interactive online platform that will save time and money. Say goodbye to scheduling hassles, expensive flights and hotels, jet lag, and inefficiency. You can now reach anyone at any time around the globe with the same level of interaction as desktop webinars.
("On Air" image courtesy of Shutterstock.)