With the development of the Internet and the mobile Internet, different types of new media have emerged one after another, and people’s attention is often seriously dispersed. In order to improve the operation effect of the brand, enterprises must carry out fragmented marketing and do a good job of customer attention.
In the era of fragmentation, mobile marketing as a new channel has its unique opportunities and challenges. But there are things that don’t change: you still need to build emotional connections with your customers, you still need to tell a good story, you still need to make great products, you still need to work hard to make yourself a customer.” Love the brand.” Each “love brand” uses three elements to create and strengthen the connection with the customer, which is to lock the customer’s attention and promote the customer’s purchase decision.
Where are you from? Where to go? What will happen next? For any kind of communication, the most basic thing is to tell a story. Every good story contains mysterious elements, including a secret that the listeners want to listen to every day.
If you haven’t adapted your marketing approach to the mobile side, then you’re likely to feel that mobile devices have limitations, which is a big mistake—the features and methods that mobile devices provide for storytelling are dazzling. : APP, games, Weibo marketing campaigns, mobile-optimized websites, promotions, and events. All you have to do is learn to use these things. More importantly, almost every feature on the phone has a certain level of interaction, whether it is playing games, participating in Weibo marketing campaigns, forwarding content, or purchasing products directly from mobile devices.
When building your own brand story, it’s important to remember that the answer is solved by you, but the story itself belongs to both you and the audience, because mobile devices make users part of the story. This is a story-telling tool and performance that you can’t find on other linear media. Inviting the audience to enter the brand’s life, vitality and story – allowing them to be close to the brand – is the reason why the mobile side can be an effective channel to the “love brand”.
2. Sensory enjoyment
The second attribute of “Beloved Brands” is sensory enjoyment. Vision, hearing, touch, smell and taste, how does your brand and product stimulate people’s senses? These five sensations are rarely motivated at the same time, and not all brands need or want to inspire all five of these feelings, but you need to know that this is possible. For example, in a movie, there are images and sounds of movies, dating objects holding your hands, the smell of popcorn, and the sweetness of candy; in the mall, you can see all kinds of displayed goods, audible The music played in each store, you can get the products you want to see, smell the smell of new clothes, the smell of air conditioners and countless other smells, taste the food in the food court; on the mobile phone, the most important sense is vision, Hearing and touch.
Perhaps the easiest to understand is vision. Has the content you made on the mobile side be beautified? Is it exactly what it is used for, and what can users do with it? Does it look novel and unique? Even if your work is primarily based on text messages, you still need to have a degree of aesthetics in terms of font, spacing and color.
Next is hearing. Sound is critical to creating an immersive, all-encompassing, and even immersive experience. Imagine you are walking on a busy street. You want to play games on your smartphone, send a message, or do other things with your phone, but it’s hard to concentrate, because the crowds on the street are noisy and the sound is always on the ear, which will distract you. It’s hard to focus on what you want to do in such a noisy environment. However, if you wear a pair of headphones, the situation is completely different. The background sound becomes a single and coordinated experience, so you can focus on what you want to do.
In a game or in a rich interaction (RIA) environment, the role of sound is critical to creating a persuasive, immersive experience. The interconnection of mobile devices brings a high degree of interactivity, which makes us think that part of our brain has already passed through another time and space. For example, when I played Angry Birds, my brain focused almost exclusively on the game.
The last is touch. This is a sense of energy for the mobile side, it is a sensory attraction that is different from other media. Clicking on a mobile device is much more meaningful than typing on a small screen or keyboard with your finger. Touch, click, swipe – our fingers are always inseparable from mobile devices. We operate the mobile device by touching it, and we also talk to it by touching it. More importantly, even if you don’t touch the screen, people often hold mobile devices in their hands—using the GPS that comes with the device to navigate in a strange city, listening to music on their mobile phones, or waiting for an important call or SMS.
The last attribute of all “love brands” is intimacy. Previously we always told our customers what they wanted, a single channel marketing campaign loudly and aggressively. This kind of advertising method is gone forever. In other words, the advertising method in the TV series “Mad Men” is outdated. From interactive video to 3D printing, especially from 3D printing to mobilization, all products become consumer-oriented.
Customers want to feel that your products are their own, and your products have a high degree of personal attributes and strong intimacy in their lives. As a marketer, you can create this effect in the following ways. First of all, the most important thing is to make a good product! Good products and good stories always attract attention. But the mobile side has its own unique way to help you, so that customers feel that your product is very professional, it can bring intimacy.
To cultivate this intimacy, you also need empathy, whether it is for the product or the audience, from the perspective of the consumer. Don’t tell consumers what they need; instead, ask them what they need and start with their answers. Start with the answer and ask the problem and then reverse engineering. In marketing, we call it “shelf feedback thinking” because it starts with the finished product and then reverses it to shape the product. On the mobile side, you can think of it as an app store shelf feedback thinking. The design process does not start with the studio, but from the point of purchase. Of course, the starting point for shelf feedback thinking is not the shelf, but the beginning of a person buying something from the shelf or browsing the items on the shelf. We call this kind of marketing “one-to-one marketing.”
If Don Draper in “Mad Men” conducts one-to-one marketing, he will never get into trouble. The marketing style in “Mad Men” is spread in a one-to-many mode of communication in a unilateral dialogue. But today, people no longer just want to listen passively. So you need to find ways to communicate with customers or prospects on a personal, one-to-one level, and mobile platforms can offer many of these.
In addition, people don’t want to communicate with companies, they want to communicate with other individuals. The best advertisers have found ways to tailor their brand information with highly targeted survey data, sophisticated data algorithms, interactive media, etc., so that their brands communicate directly with individuals.
On the other hand, mobile devices are also a powerful “love brand” channel, think about how people think about their smartphones:
*75% of Americans will take their mobile phones to the toilet.
* In the United States, 29% of mobile phone users said that “their life can not be separated” mobile phone.
* In recent years, the number of smartphones worldwide has exceeded 1 billion in one year.
We have collected a lot of cases and described people’s love for different brands beyond rationality. Apple is one of the most reported brands. This phenomenon is for a reason. In the late 1990s, Apple set off a revolution in the computer industry. How is it done? Apple made the computer beautiful! The stylish shape and simple and intuitive user interface let the computer go into the lives of millions of people. When you hold an Apple phone in your hand and tap your finger across the edge of the phone to gently slide different apps, you can feel that people who create such amazing devices know how to enjoy the senses and how to tell stories.
Even those who think they don’t rely heavily on their mobile phones will panic when they suddenly find their phones. Mobile devices are more personal, effective, and portable, and these qualities make the phone a tool that people can’t leave, and it’s these qualities that fragment people’s time. Mastering the mysterious, sensory, and intimate professional attributes of these mobile devices can help marketers gain useful insights on how to attract customers’ attention.