Scott Forshay posted this wonderful piece on his blog mobiluxe.com today. Great information and insights as always.
This article was originally written for, and appeared in, Fashion’s Collective (www.fashionscollective.com)
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.