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Digital Signposts: Mobile Channel Strategies

Jun 23, 2014 11:03 AM, By Vern Freedlander, Vice President, Production, X2O Media


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When developing a channel strategy, communications professionals tend to put their attention primarily on distributing content to employees' laptops and place-based screens. Distributing to mobile devices is often an afterthought or seen as phase two of a rollout. However, it is important to remember that many employees are on the road or commute to and from the workplace and would benefit from timely content. Reaching these employees demands a comprehensive mobile channels strategy. Here are some ideas that should be considered when bringing corporate communications channels to mobile devices:

1. Produce for the Small Screen

Mobile devices have less real estate available for content than laptops or place-based screens. Mobile users also tend to be busy and generally don’t have time to consume a lot of information. It is therefore important to keep messaging concise, clear, and easy to read. Having users scroll through vast amounts of text is not the ideal way of interacting with them. Instead focus on a headline format with a very short story synopsis or three to four brief bullet points. The objective should be to lay out the content on one or two easy-to-digest pages that readers can consume quickly and easily retain.

2. Curate

Channel producers have to push the right content at the right time. This means taking on the role of curator and making some important judgements regarding which content is the timeliest and can be of the most benefit. Remember that mobile users are checking their devices often and using them for other purposes, therefore having content that is relevant to their specific tasks is crucial. Instead of pushing any and all things, try to be mindful and select content that is most appropriate. Try to focus on industry news that is breaking or important sector trends or competitive analysis. Aim to arm your mobile sales staff with this kind of content prior to an important client meeting.

3. Be Social

Social media on mobile devices is the killer internal communications app. For team members to exchange ideas and information in a quick, easy-to-use fashion is one of the best ways to keep up to date and instill a sense of community.

An enterprise mobile channel strategy can certainly be a subset of an existing strategy; however, it is important to remember that content is consumed differently on a small screen and therefore communications professionals must apply a new set of editorial and design considerations.

Vern Freedlander is vice president of production services for Montréal-based X2O Media, a full-service provider of technology, network management, and content services for professional digital signage applications. With more than 20 years of broadcast television experience as a producer, director and executive, Freedlander oversees all of X2O Media’s content initiatives. He can be reached at vernon.freedlander@barco.com.



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