While a lot of buzz words get thrown around the social media and marketing scene, Personal Media is one that's gaining traction. 

The term encompasses the growing range of personal devices, from mobile phones to tablets (like the Apple iPad), portable and home gaming consoles and eBook readers like the Kindle. 

One of the global leaders in the Personal Media space is Tigerspike, which specialises in developing apps and mobile optimised websites.

Tigerspike began as a mobile technology company in 2003 and has since been featured in the Deloitte Technology Fast 50 every year since 2007 and is recognised as one of Forbes Top 100 Most Promising Companies.

SMK recently spoke with Zac Jacobs, the General Manager at Tigerspike's Melbourne office, about the importance of Personal Media and why brands can't afford to ignore their mobile offering.

Tailored delivery

While social media allows brands to communicate directly with consumers, Jacobs says the message must be tailored to the device.  

“Brands today can communicate with consumers like they've never been able to before – personally. However consumers relate to every device differently, therefore brands need to treat content delivery on each device very differently.”

Mobile is the first screen

Jacobs says that mobile has become the first screen, or first point of contact for consumers interacting with brands.

“Data from Google's Our Planet Mobile Study shows that 57 per cent of consumers won’t recommend a brand if you don’t have a Personal Media solution, while 40 per cent of consumers will go to a competitor if they have a bad experience. If you are not thinking of mobile then it is to the detriment of your brand.”

Mobile optimised site

A recent study from Google found that consumers are more likely to engage with brands who feature a mobile optimised site. Jacobs shares his tips for making sure a website is presenting as strongly as possible from a mobile device.

“Firstly, consider the user. Who, why, how and when will they use the service or product? Too many companies are approaching app or site development from their own perspective without paying enough attention to the user. Those that do are rewarded with frequent usage, longer engagement, positive social sentiment and loyalty – the hallmarks of success.”

In addition to design, Jacobs says that integration into a marketing or enterprise resource and strategy plan is also key so the right budgets and ongoing support can be allocated.

Mobile influencing desktop

Jacobs says the shift to smaller screens is having an impact of desktop design, as developers are increasingly looking to present information in a more concise, intuitive layout. 

“Previously, you would try and put as much content as possible on your website. However with mobile design you need to really understand your user’s behaviour and make it as minimal and simple as possible.”

Making mobile integral

Smartphones and tablets have changed the way consumers interact with devices, one another and brands. Whatever a brand's needs, Jacobs advises brands to consider the needs of users.

“Businesses need to have a long term approach and be agile in their approach to consumers changing needs. Mobile and tablets are transforming businesses and must be seen as an integral part of any businesses strategy.

“By listening to consumer’s feedback companies are able to develop a long term roadmap to maximise utility, value and engagement.”

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