Content marketing often fails to engage, especially when it comes to mobile users, per recent findings from BrightEdge's “Content Engagement Report” posted by B2B marketing firm KoMarketing Associates. Engagement rates for content vary by industry, coming in at 33% to 50% overall, with hospitality at the high end of the engagement rate spectrum and retail at the low end. However, industry engagement rates also differ based on whether the audience accesses content via a mobile device or a desktop, with engagement rates consistently lower for mobile users. For the B2B technology industry, as an example, there was a 53% engagement rate among desktop users, but engagement fell to 26% when content was viewed on a mobile device. The poorer mobile engagement is not surprising given that one in four mobile sites are not optimized correctly, resulting in an average smartphone traffic loss of 68%, KoMarketing points out. What is surprising is the slow response of some marketers to the need for mobile-friendly content to engage the 35%-40% of website visits coming from mobile devices, such as tablets and smartphones. KoMarketing cites a 2015 survey published by Clutch showing that only 56% of small businesses have mobile-friendly websites, and 10% said they have no plans to create mobile-responsive design! For more, read http://www.komarketingassociates.com/industry-news/report-less-half-todays-content-leads-engagement-2430/
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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