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...
|Scooped by janlgordon|
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.
**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]