The next frontier is among us, it’s here, and that’s mobile. So to become successful in online publishing, what content providers and marketers need is to create a comprehensive mobile strategy, this which informs their audience that they’re relevant.
To realize mobile revenue for publishers, the key isn’t just posting a responsive site design along with some standard ads which has been retrofitted to comply to mobile screens. Publishers are creating a strategy which utilizes the entire mobile experience.
This in a world of hurry up offense, from understanding the motivation of mobile users, to creating content which complies to how this mobile audience consumes this information.
So to create a mobile specific strategy to generate revenue, developing an optimized user experience becomes paramount.
The Planning Out Process
It begins with developing solid building blocks to create a strong mobile platform. Begin with an in-depth analysis of your active audience.
Start by finding out what percentage are from mobile devices. Find how they interact with your content, and how long they remain on your site.
Use advanced tracking which will give you a core baseline on how your most common users interact with your site, how it’s shared, which keywords they use.
The Intent Of The Users
Knowing the motivation of your audience and having the analytics which backs them up, will help you decide what type of content that you need to create, which is appropriate for this mobile base.
Once you understand how they interact on the site, is when you can begin to monetize it. User experience becomes integral, so creating a strategy that’s aligned to how they consume the content becomes vital.
How Users Consume Mobile
Mobile devices are used completely differently than desktops, including the information that they search for, the time of day, how much time they spent on a particular page.
It’s known that major brands are now experiencing two-thirds of their traffic from mobile, and it’s growing exponentially. Share rates are also double that of desktops, so there’s definitely opportunities to monetize.
Although the big brands are already investing in mobile, they’re finding that CPM still isn’t as high as desktops, this because the mindset of the mobile users are different. They’re more prompt, and usually not always looking to buy something.
Tracking Mobile Behavior
Know how users will navigate to your mobile site. It’s found that over 80% percent of the traffic comes from search or social referrals. Most publishers find that this traffic primarily just views one mobile page at a time, then will quickly back out.
What’s also found is that when it comes to social sharing, or if the content is referred to them by email, that the mobile user is more likely to view more pages on the site.
The Need For A Responsive Mobile Design
The majority of social along with search users are usually first time visitors to your mobile site, so first impressions become critically important.
What’s needed is a clean crisp fast responding functional mobile theme design which loads instantly, and is found to be critical if you’re wanting readers to return back to your site.
Once a mobile user finds a site that they like, which is usually a clean clutter free experience, does is it engages them to return, which should provide an increase in conversions and revenue.
Your audience should also be able to instantly and easily determine the difference between your content and the ads, this unless it’s cleverly disguised. This is where native advertising comes in.
Monetizing Mobile Content Sites
Mobile e-commerce is now unavoidable, as various metric measurement sources claim that mobile ad spending is expected to surpass $75 billion annually in a couple of years.
So what all publishers need is to create an advertising revenue model that’s mobile specific, which is distinct from traditional online advertising.
The reason being that it’s not as easy as just splashing a few website banner ads on a mobile site. The pricing strategy along with budget will also usually differ from desktop advertising.
Mobile Ads Need To Be Concise
What the smaller mobile device screens also doesn’t offer is gratuitous advertising space, this when compared to desktops, so everything needs to be more concise and compact.
What becomes important is finding the precise partners to monetize with, the ones which fits into your mobile strategy, and not the other way around.
It’s found that an effective mobile ad which yields a good user experience, is proven to monetize up to six times better than desktop ads will. So what’s needed is a proven strategy, planning, and lots of testing.
What planning along with research that’s in place, spearheads the precise monetization strategy. What you need is to give your audience the best user experience possible, this with targeted ads from relevant advertisers.
Planning To Plan Ahead
The mobile landscape is constantly shifting, so what you need is an evolving strategy in place, this with all the appropriate audience insights and monetization strategies. You’re then well on your way, but far from being finished.
It’s known that mobile evolution can suddenly turn overnight, this with every new operating system update, and every new smartphone or tablet that’s released.
So what you’re required is to constantly monitor how your audience reacts, gauge their feedback, this to see where you can make improvements, and then make them immediately.
What this feedback can lead towards are site redesigns, or new mobile ad strategies. Keep in mind that you need to use and activate all of the information that’s derived from the analytics.
Always make sure that you’re planning for change, and when doing so, the end result should be improved user engagement and conversions.