Mobile First: Creating Vivid Content Experiences
Thomas Husson, Forrester analyst and the study's author, says it's time for marketers to start asking questions about how their core audience is using mobile, the value that mobile is adding throughout the customer lifecycle, the experience they want to transform, and the marketing objectives they have.
Getting It Right
As marketers, our goal should be to pinpoint the sweet spot where customer behavior intersects with marketing objectives. Instead of delivering a static, one-way conversation, we need to create emotion-evoking experiences that are meaningful to customers and create real value that differentiates our message and our brand.
And as we develop and measure mobile experiences, we need to move beyond clickthrough and coupon redemption to increasing loyalty, shares and referrals. For us, that means creating emotion-triggering experiences that make audiences want to share it with others. To inspire them to help us spread our messages, the experience must be meaningful to them and add value at that precise moment. It also needs to feel natural, not forced. Most of all, it needs to offer an immediate sensory or psychological reward.
Providing that instant gratification created instant success for one of our clients exhibiting at the Direct Marketing Association conference. If you were there, you couldn't have missed the Darwill booth. The Hillside, Ill.-based printer specializes in very targeted, data-driven communications. Looking to make a splash at the show, it had already hired an amazing magician to perform in the booth.
Our challenge was to produce immersive, content experiences that would keep attendees coming back. With the help of the magician and some green screen magic, we developed four augmented reality experiences accessible from printed cards. Each communicated the Darwill value proposition through surprise, reveals and the possibility of winning a prize. The cards had the added benefit of providing a sharable takeaway that served as a reminder of Darwill and the magic experienced in the booth.