21/04: Back to the future
"The most meaningful interactions will happen on whatever screen connects you to the internet at any particular moment.", Tom Collins, The Great Marketing Turnaround, 1992
Foresight is a wonderful thing.
Foresight is a wonderful thing.
19/04: Emobile?
Research tells us that connecting emotionally with the consumer is vital to building a brand and maintaining its leadership in increasingly competitive markets. Communicating the rational arguments about a products functional difference is essential during launch and growth phases but to maintain long term leadership it is the emotional perception of a brand, in the mind of the target consumer, that justifies its premium. It's generally asserted that only TV can connect with a consumer on this level as it provides the 'passive-receptive' and high frequency exposure environment that is necessary to penetrate a consumer's psyche.
Can mobile be used as an emotional channel? We think so. But we can't assume that, in order to create this elusive connection, all we need do is plan the wholesale migration of moving pictures from TV to mobile. Think about the first time you received your first mobile phone call, text message or MMS message. That created an impact that left a smile on your face because you were more conscious of the experience rather than the message. If we can recreate this 'experience' whilst communicating a brand message then we'll connect. It may be with bluetooth or a mobile java portal or an advergame. Or it may simply be creative and high impact SMS copy - can't be done you say - haven't you seen the Economist 48 sheet ads?
Granted, we all need to get much smarter with mobile behavioural targeting before big creative ideas will have the intended impact. But consumers have been using mobile content, services and campaigns for five years now and masses of data reside within the organisations that compete in these sectors. Mobile content firms are beginning to wake up to the fact that they need to subsidize downloads with ads to ensure longevity of their business models and they will therefore need to make available behavioural consumer data to brands and their agencies.
This shift is taking place now and we look forward to the day - and it’s coming soon - when the research proves that brands can connect emotionally with consumers over mobile.
Can mobile be used as an emotional channel? We think so. But we can't assume that, in order to create this elusive connection, all we need do is plan the wholesale migration of moving pictures from TV to mobile. Think about the first time you received your first mobile phone call, text message or MMS message. That created an impact that left a smile on your face because you were more conscious of the experience rather than the message. If we can recreate this 'experience' whilst communicating a brand message then we'll connect. It may be with bluetooth or a mobile java portal or an advergame. Or it may simply be creative and high impact SMS copy - can't be done you say - haven't you seen the Economist 48 sheet ads?
Granted, we all need to get much smarter with mobile behavioural targeting before big creative ideas will have the intended impact. But consumers have been using mobile content, services and campaigns for five years now and masses of data reside within the organisations that compete in these sectors. Mobile content firms are beginning to wake up to the fact that they need to subsidize downloads with ads to ensure longevity of their business models and they will therefore need to make available behavioural consumer data to brands and their agencies.
This shift is taking place now and we look forward to the day - and it’s coming soon - when the research proves that brands can connect emotionally with consumers over mobile.
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