Mobile First: Creating Vivid Content Experiences
It's no longer acceptable to just transmit static, one-way messages. And that applies to all marketing communications, not just mobile. It's up to us, as marketers, to create content experiences across all media that appeal to the emotional, as well as the analytical, parts of our audience's brains.
Emotions are key drivers in decision-making. Our emotional unconscious influences what products and services we buy and our loyalty to brands, people and companies. All of that activity takes place in the limbic brain—our emotional center. Interestingly, it's a part of the brain with no capacity for language. It's our cortical brain that's responsible for rational, analytical thought. That's where we combine information from friends and experts with facts and figures to produce the data sets that allow us to rationalize our "gut" feelings.
Mobile as the Catalyst
Mobile technologies offer much more capacity to create the kind of interactive, sensory experiences that evoke emotion, leading to short-term purchases and long-term loyalty.
Let's face it, people already have an emotional attachment to their mobile devices. Our smartphones are our cameras, music players, answering machines, Web browsers, gaming platforms, social networking tools and personal assistants. They're our universal remote for everything from controlling a home theater to adjusting the thermostat. They're a portable credit card for making purchases and a health monitor for tracking fitness levels and vital signs. They're always with us, allowing us to reach out to each other, document our lives, share our world and our opinions.
With all the amazing technology either embedded into mobile devices or developable as apps, marketers shouldn't have any trouble finding ways to arouse emotional responses that surprise and delight audiences. However, many marketers are still trying to shoehorn existing content into this new media.
Just look at Forrester Research's recently released "State of Mobile Technology For Marketers." It reveals that while marketers are embracing the "shiny object," which is mobile, their use of mobile tactics and technologies isn't aligned with how customers are actually using their smartphones.