Have you ever noticed that phrases traditionally used to describe mobile characteristics such as “on the go,” “when and where you want it,” and “in real-time” are now being applied to every type of media experience and campaign?
It’s true, mobile’s influence on consumers is reaching far beyond which device and apps you choose to download, it’s actually inspired a new breed of consumer habits and expectations, and in turn, is shaping consumers’ interactions with all marketing channels.
Whereas marketers once questioned the need for any mobile strategy, their questions have since morphed into ones about extending mobile practices to other marketing channels: How do I make a TV commercial or billboard drive real-time activity? How can I sync mobile content delivery with consumers’ needs at the exact moment they arise? How can I use several marketing channels to build a story rather than tell the same story over and over again?
- Make mobile the alpha and the omega… and whatever lies in between
As with any campaign, developing an effective overall mobile-driven strategy means understanding your target audience, knowing your goal, and figuring out how to unite the two. Thanks to mobile and online data, we have more information about consumer behaviors and desires than ever before. We know where they are (in the shopping aisle, at the stadium, shopping online, watching a live TV event), what they’re searching for (from specific products to half-baked ideas), and what they respond to (discounts, relevant offers, and content)…We can use all of this knowledge to create a campaign blueprint that integrates several channels into a unified experience. Mobile comes in to bridge the gaps between the series of moments that comprise the resulting campaign.
- Replace storytelling with storybuilding
Marketing campaigns are typically apprised of many stories in various formats: there’s the 30-second-TV-spot version, the Facebook version, the billboard version, and so on. While disseminated in all shapes and sizes, this approach may offer consumers a consistent experience, but also a redundant one.Storybuilding, however, results from assigning each channel a different role in telling its part of the larger story. Subsequently, this approach creates a cohesive experience that is relevant in a range of consecutive moments, across all those same channels. While this may sound frightening, storybuilding isn’t a matter of crossing your fingers and hoping for the best; it’s the effect of recognizing the on-the-go nature of consumers and using their behavioral data to predict the likelihood that they will come into contact with certain channels, in certain moments.
- Use mobile content to seal the deal in real-time
In a mobile-driven campaign, the goal is to conclude the story with the delivery of some form of mobile content the consumer can use to satisfy the real-time need the rest of your campaign made him/her aware of. This content can be anything from coupons and gift cards to mobile voting opportunities and instant app downloads. For example, mobile content can:
- Generate custom shopping lists based on past purchases and current promotions
- Use location data to provide offers and coupons that are specific to the store they’re in
- Provide a range of product information, such as real-time pricing, reviews and availability
- Allow them to place orders directly through the app
Although mobile has drastically altered what consumers expect from and interact with media, it has also breathed new life into traditional channels—which can now be activated in real-time, on the go, and when and where consumers want it.