Mobile Marketing Strategy and beyond
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The Role of Mobile in the Transmedia Brand Narrative

The Role of Mobile in the Transmedia Brand Narrative | Mobile Marketing Strategy and beyond |

Scott Forshay posted this wonderful piece on his blog today. Great information and insights as always.

This article was originally written for, and appeared in, Fashion’s Collective (

Intro: (Sorry this is so long, it was so good, it was hard to edit)

The essence of any coveted brand is the story it tells. Its history conveys mystery, passion, and intrigue and creates in consumers an insatiable desire to be among a select few bit players in the theatricality of the brand experience. These narratives are communicated through a variety of channels. Artful photography displayed in print tells a tale. The runway provides the dramatic stage. The store is the epicenter of the encounter.

Digital media voices a story and the shared experience platform enabled by social media allows the consumer to contribute to the brand dialogue.

Successful brands tell stories and deliver experiences through each medium uniquely, artfully orchestrating events that leverage the inherent strengths of each in an ornamental array of disconnected, yet consistent, transmedia vignettes.

The question remaining to be effectively addressed, however, is how best to weave these disconnected encounters together in a more unified fashion – how best to allow consumers the ability to carry the narrative with them, irrespective of time or space.

That is, until now.

The mobile medium is inherently transitive in nature, providing the vehicle for consumers to navigate an ever-evolving ecosystem of digital screens. Aware of location, sensitive to time, and ever connected, the mobile medium delivers contextual relevance to brand communications and allows marketers to truly engage consumers in the moment. Unlike other more stationary channels for consumer interaction, successful strategies for mobile marketing require precision aim at moving targets.

The mobile medium is unique in its ability to transport the brand’s narrative in transmedia storytelling models. Given that the device is ever connected, contextually relevant, and always within arms’ reach,

**the opportunities for brand marketers to engage consumers with consistency, relevance, and personalization are tremendous.

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Cloud Computing & Streaming Of Everything Will Change Media Forever

This is not new information, it's still in its infancy but there will be no avoiding it, this is in everyone's future. Word of caution, never have all your data in one place so do keep your own backup on a hard drive of everything no matter what.


Can you imagine paying a subscription fee and all your data is delivered to you on demand, no downloading on your hard drive, no losing information, consuming content wherever you want it, smartphone, Ipad, computer, whereever......Early adaptors are using this technology now.


Here's an excerpt:


This isn't streaming as you've thought of streaming to date.


Amongst media and marketing professionals, the idea of streaming is more commonly thought of as a way to broadcast live where the data and information is never stored on the consumer's hard drive - they can simply enjoy the content (text, images, audio and/or video) live and "in the moment." That is the streaming of yesterday.


The streaming of today looks very different. Take a look at what Apple is attempting with their upcoming iCloud product. The idea is that all of your content (or the data you used to save on your hard drive) will now be stored "in the cloud." This way, whether you're opening your laptop, tinkering with your iPad or roaming with your iPhone, the content that you want can be streamed from one central location and acts as if it is resident on your hard drive (it's also pretty great if your hardware crashes... now you won't lose everything).


Now, push this even further and imagine that your content is not just the things you have downloaded to date, but it now becomes anything and everything that can be sold via iTunes (and beyond). Suddenly, the notion of streaming has a new paradigm. The world's catalogue of content is now your catalogue.

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