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Mobile Content Marketing: Seducing Moving Targets

Mobile Content Marketing: Seducing Moving Targets | Mobile Marketing Strategy and beyond | Scoop.it
The strategic dilemma of how best to convey the luxury brand story and experience to a mobile audience has not been successfully solved. The mobile device, as a platform for brand communications, i...
janlgordon's insight:

This post was written by Scott Forshay for his blog 

in July of 2010 aimed at luxury brands. Not only is it relevant today but there are many takeaways for any brand that is trying to capture and cultivate consumers in the mobile ecosystem.


Here is one highlight that caught my attention:


Rule of Seduction One: Produce Content Episodically


**Resist the temptation to unveil the entire story in a single instance.


**By deconstructing the narrative into episodes, the engagement teases the audience and creates desire to continue following the unfolding of the story.

 

Takeaway:


**Mobile, as a medium, is innately transitive in nature, serving as a persistent interface for consumers to navigate an ever-evolving digital ecosystem of retail touchpoints and become, themselves, players in the storytelling experience.


**Strategically dissecting the brand narrative to take on an episodic form allows the brand to engage audiences in the on-going drama, create desire to see where the story will lead, and create deeper emotional connections in the process.


Selected by Jan Gordon covering "Mobile Marketing Strategy and Beyond"


Read full article here: [http://bit.ly/W1QNrZ]

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Scooped by janlgordon
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How to Master "in the Moment" in Mobile Marketing

How to Master "in the Moment" in Mobile Marketing | Mobile Marketing Strategy and beyond | Scoop.it

This piece was written by one of my favorite people, Scott Forshay for iMedia Connection. Great information you need to know to engage and do business effectively with the mobile audience.


No matter what business you're in, you can't avoid the always connected mobile audience. You can no longer market at them, you have to learn to market to context and, in turn, remain (or become) relevant.


Here's are the highlights of this article:


The variables associated with a successful mobile marketing campaign are:


**the immediacy, mapping, interaction, and collective aspects


**Each variable must be planned for to deliver a relevant experience between brand and customer, and to strengthen this mutual connection


**Today's digital-native consumer is empowered with more information and access to brands than ever before


**They are also hyper-connected to an influential social graph where tribal knowledge is constantly being shared


**The margin for error in any connection is slight, so considerations must be made for each changeable element to ensure the experience is on brand and on point


Here is one thing of the points that caught my attention:


Immediacy


**The mobile medium is in the moment. Unlike other communications vehicles that are stationary and heavily presentation-oriented, the mobile medium is:


**actionable

**time sensitive 

**on the

**always on


**Given the limited time intervals of engagement opportunity, brands must ensure that communications are:


**crisp

**call to action is clear, consise and quick to          

    participate in


Curated by Jan Gordon covering "Mobile Marketing and Beyond"


Read full article here: [http://bit.ly/xIATEz"

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