The Mobile-First Mindset

On January 17, Lumentus attended an intriguing panel, “Measuring the Mobile-First Mindset” held by the Financial Communications Society, a national not-for-profit organization dedicated to improving professional standards in financial marketing. Here’s what you need to know.

Mobile-FirstMobile has changed everything. No longer an afterthought, the mobile-first mindset has created a paradigm shift in how content is created and consumed. That was the topic of discussion held by FCS with data provided by Flipboard, a mobile curation platform. Panelists Jessica Purdy of JPMorgan Chase, Amy D’Oliveira of Prudential, and Wylie Kain of OppenheimerFunds explored what it means for businesses in this brave new world.

“2017 delivered some seismic shifts for our industry. This is a profound time for all of us,” remarked Amy Green of Flipboard. We couldn’t have said it better.

The mobile content landscape is ever-evolving and spending the time to understand why consumers go to the platforms they use most often is key. What motivates them to use one platform over the next? What are they doing on each platform? Are they open to advertisements and organic brand content? The answers to all the questions are complex, but there is data that demonstrates there are three main user “mindset moments”: browsing, connecting, and acting. Each of these moments reflect a time where the consumers are passive or active in their platform usage and whether they are receptive to branded content. It’s an intriguing look into the mind of the average daily consumer.

So how do businesses deal with the increasing level of noise and distraction on mobile? Jessica Purdy of JPMorgan Chase said you have to “put out there something that’s useful and helpful.” Amy D’Oliveira of Prudential agreed. “We need to matter. It’s about having to create [content] in line & in tune with the devices people are using.”

For mobile marketing, this means business must be aware how end users are seeing and engaging with content. “When we’re developing assets, we need to think how’s it’s going to be displayed and received on mobile,” noted Wylie Kain of OppenheimerFunds.

As a final note, D’Oliveira reminded that it’s important to consider that a mobile phone is a “utility device that’s also a connector; it’s interwoven into people’s lives.” It’s not just a phone; it’s a camera, a music player, a fitness tracker, and more.

When your brand is developing content, you need to bring people what they need, what they want, when they need it, when they want it. You have to be careful to not be too intrusive, but also get them the relevant content that helps them. It’s a fine line, but that’s where the creativity comes in.