In a world where consumer choice rules, it is surprising that marketers insist that the way to create awareness is to stimulate viewership. Consumers are bombarded with well over 10,000 messages a day. A "viewership" approach to awareness creation is a luxury only the largest marketing budgets can afford. A more efficient approach would be for marketers to move beyond eyeballs to the proactive and deliberate delivery of experiences that would be noticed, individualized and of some sustainable value.
Nowhere is this mandate clearer than in mobile marketing. Brands that occupy precious mobile screen real estate should be accountable for more than getting individuals to see their logos, or for sending them into another application to enter a shortcode. Doesn't this create a negative impression of the marketer's brand?
In addition, the premise of many digital ads is to get me to do something for them (i.e. click, text, call), rather than them doing something for me. I use my mobile device in a stolen moment to enjoy a much needed escape, to get the last minute reservation made for a trip I am planning, or to see what's playing at the movies tonight. The last thing I need is to add one more to do.
There is an increasing number of major brands beginning to adapt a service-oriented approach in the mobile and online space, replacing an eyeball approach with an experience orientation. For instance, Ticketmaster proactively serves individuals' preferences from their explicit profiles, saving them significant time sifting through non-interesting event information. TiVo extends its personal TV recording services into the mobile world by turning an individual's mobile device into an on-the-run "remote control", telling TiVo to record a program they may have just heard about from a friend. This extends TiVo's original value proposition into a greater portion of an individual's life.
These two companies both focus on becoming noticed by making it easy for individuals to make them part of their lives. Indeed, providing a value-adding service is a much easier way to gain a toehold in individuals' attention spheres. And, expanding the breadth, relevance and value of this service will be the pathway to capture an ever larger share of individuals' experience. This is efficient. It delivers higher ROI and it gets the marketer much closer to their vision of building significantly-tradeable relationship goodwill.
Elizabeth Chaney
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Posted by: Morris Young | June 27, 2007 at 07:36 AM