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July 02, 2008
Rules of Mobile Engagement
MobiAD » Mobile Rules of Engagement
I came across this article by Scott Forrest and Jose Lozano of Mo7. They write about 3 specific simple rules of how to ensure that mobile campaigns are truly engaging.
Mobile rule #1. Immediacy. Instant gratification
Mobile rule #2. Gratification. Reward your audience at every level of engagement.
Mobile rule #3. Convenience. Make it simple and easy.
This is very valuable insight. So simple yet so mysterious to a lot of companies. Simplicity is often overlooked because some of the integrated campaigns may be cluttered to start with, therefore the call to opt-in of mobile is often buried below the URL's of ads. The campaign messages must tow the balance between compelling headlines and direct message to opt in. Clear, simple, convenient.
However I would add social relevance. This may seem elementary. But in an on-the-go world, and the injection of social media into mobile, people (or shall I say millennials) are constantly bombarded with messages daily. A lot of people talking, but not a whole lot listening. So if you can tighten up the relevancy of each reward making it even more personal as they go, that will help contribute to deeper brand immersion.
Posted by russellmiyaki at July 2, 2008 07:11 PM