The evolution of innovative technologies has transformed the nature of today's business environment. The proliferation of smartphone and tablet devices has made digital content a critical component of effectively communicating with audiences. Just as important is ensuring all materials and information are easily accessible and seamlessly translated across all channels.
For years, corporate executives have recognized the advantage of marketing to consumers who are on the go. But the implementation of Web-based platforms isn't just beneficial for interacting with consumers; it is also becoming increasingly relevant for internal operations. Digital content applications can and should be used by companies for attracting, training and retaining top talent.
More people are using portable devices to perform a wide range of functions, from shopping and socializing to learning and working. This is why businesses are starting to take a mobile-first approach to their content strategies. But what exactly does this mean?
Contrary to popular belief, this model does not mean that a distribution channel is only focused on smartphones. The traditional pillars of Web-based platforms, such as responsive design and screen scalability, are still vital aspects of digital content. However, organizations that adopt a mobile-first mindset recognize that handheld devices are beginning to replace desktop PCs and staying ahead of this trend will provide them with a distinct set of advantageous opportunities.
Mobility model for millennials
As Rachel Pasqua pointed out in a recent article for Media Post, "[p]rogressive marketers understand that mobile-first isn't about smartphones, it's about human mobility - after all, it's the person that is in motion, not the device."
"Millennials value training programs and they learn best through microlearning platforms."
And if there is one group of people in particular that should be a primary focus when developing a digital content strategy, it's millennials. This generation now represents the largest demographic in the United States and is slowly but surely dominating the workforce. There have been bodies of research showing that the employees who perform best at work are those who are most engaged. In addition, studies have revealed that this generation values learning and development programs. Therefore, in an effort to stay ahead of competitors and reduce the chances of high turnover rates, organizations must satisfy the needs of millennial members.
Existing in tandem with their desire to expand their skill set is their reliance on mobile applications. This is why microlearning and gamification techniques have begun to dominate the eLearning environment. Traditional methods of instruction, such as live-classroom settings, are not effective as they once were. Not only can they cost more for businesses, but they can also waste time and, ultimately, prove less effective. According to Government Executive, 77 percent of people in this age group use a smartphone every day, which is why training and learning management programs should be delivered through digital content platforms that let users access the material on the go.
ELearning methods that many argue are the most effective method for educating millennials include microlearning and intelligent multimedia content such as videos, gamification and interactive modules. Digital applications are the ideal platform for delivering this type of education and provide businesses with the perfect channel for distributing training and development programs.
Custom content capabilities
The source also added that mobile-first models are beneficial for millennials because they can be delivered and accessed on any device, browser or operating system. Being able to consolidate a wide range of content from multiple sources onto one online portal improves connectivity, engagement and effectiveness.
By leveraging a mobile platform built with HTML5, companies will experience faster content conversions, better format, structure and design quality and quicker input of rich content and multimedia features. To stand out to potential audiences, it is also important that a company's digital strategy is optimized for search engine rankings. Many experts emphasize that Google prefers sites that are mobile-friendly, which includes replacing any Flash components with HTML5 elements.
As digital technologies continue to develop, it is going to be up to companies to utilize the best-in-class systems and platforms that make their content accessible, interactive and adaptable. It won't be long before taking a mobile-first approach isn't just an option for marketers and business leaders, but rather, a necessity.The distribution models of digital publishers are changing. Facebook, for example, recently launched its "Instant Articles" feature which makes it so readers don't have to leave the application to read a posted link; the content opens right on the page without opening another browser.