DIGITAL MEDIA

There’s no need for panic when it comes to mobile: traditional media sensibilities still apply. Yes, this technology is relatively new, but the challenges are the same as always, and it takes time to master any new medium. Today, mobile is in the same stage of infancy as the early TV era: master the strengths of the device and you stand to deliver a persuasive message though. With all that in mind, here are five tips that can help brands use the mobile medium to the best possible effect.

1) Make it five-times simpler

Everything you do with mobile has to be five times smaller. Smaller screen, smaller keypad, smaller engine to render it. As a result, every part of the mobile user experience can end up counting for, or against you. Try and put as little as possible between your idea and the user. Reduce all unnecessary clicking, scrolling and loading. You must be five times more obvious with your idea and make it five times simpler for consumers to engage with it. Factor in the cost of delivering any mobile content and then factor in again the cost of ensuring it displays on the majority of handsets.

Rule of thumb: If you find yourself discussing technical issues in the concept stages, your idea is too complicated.

2) Be recognisable, relevant and rewarding

Mobile consumers pay to engage with you, and their phone is a a very personal space. Identify yourself and be clear about the benefits of engaging with you.

With mobile, you can’t personalise enough. Every piece of information a marketer presents to a consumer needs to be absolutely about that consumer. It’s a big effort to get content to a consumer and it’s a big effort for a consumer to accept and process any information you send. Look for ways to become as relevant as possible in the consumer’s lifestyle. Any service that remembers and reduces the amount of clicking, tapping and scrolling users have to do will succeed in attracting consumer interest.

Rule of thumb: Aim to be associated with everyday functions that can become part of consumer’s lives.

3) The next big thing in mobile is ... usually small

Avoid trying to be next big thing in mobile. It takes significant investment to do complex things well on a wide range of handsets. Focus on small, easy to use things that add value.

Be wary of anything protocol or carrier dependent – you only stand to limit your potential audience and increase the risk of being made obsolete if the market shifts. Generally – anything http (over say WAP, java or an OS specific application) is more likely to succeed, as the web browser usually wins.

While it’s good to exploit the various handset feature sets, it’s important to avoid letting the technology become your core proposition.

Rule of thumb: A mobile feature that is new at the concept stage is likely to be passé by the time you realise it.

4) Good mobile is not just about mobile

Take an integrated approach to your campaign at the planning stage. Mobile needs to be considered when defining the digital strategy for your brand. How can we use this channel to keep the dialogue going once the TVC has ended? Think about what the mobile can do that your other channels can’t. Consider mobile as a destination and place of transaction. It’s a great impulse media; how can mobile become the direct response to your idea?

Campaign crossover from your other media channels generally does not work. Mobile content is always going to need a customised realisation cycle. Avoid putting a campaign idea out as a mobile touch point just for the sake of having a mobile touch point.

Rule of thumb: Mobile is a great closer.

5) Assume nothing and test everything

There’s much diversity in the networks that deliver mobile content and the handsets we use to receive it. Such diversity costs, and your budgeting needs to reflect this for the campaign to succeed. Budget-in the time and resources required to ensure your idea will reach as many consumers as possible.

User test how you transact and how you fulfil. Avoid having anything that needs to be downloaded as it will need to be supported. Usability test every step and strip out everything irrelevant or potentially distracting from communicating your idea. Focus only on the operations enabling the campaign objective. Continually evaluate how you will appear, communicate and engage.

Rule of thumb: Factor in the cost of delivery.

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