Marketing with Fresh Breath

I once had a great coach who had chronic, I mean really bad, halitosis. While his insights during the game where outstanding and well received, half-time talks and individual conversations could be painful. On the field, his bad breath wasn’t an issue. In a huddle it was.

It’s the same with marketing communications. Marketing through many previous media, such as billboards and TV, had some distance between the piece and the actual recipient. If need be, the recipient could take the parts of the message they needed and move on. If it was uncomfortable, bordering on nauseating, they could ignore it entirely.

Now those messages are moving to our mobile and now wearable devices. Extremely close. As these communications move ever closer to their audiences personal space, marketers need to make sure that their breath is fresh – in addition to communicating the right message. Not doing so will create an uncomfortable and less than positive user experience.

Here are five things you can do to make sure your marketing has fresh breath every time.

  1. Have a point. And get to it quickly. When you’re interrupting someone (and you are) don’t waste their time.
  2. Don’t be boring. Seriously, you’re interrupting them, so this better be good. It’s your duty and you’re already on the back foot. Win them back by giving your point an interesting, thought provoking or humorous angle.
  3. Consider the time. “You should have turned there” is my instructional pet peeve because it’s too late to act. Thanks for nothing. Time your communications to a point where they can take the action you want and allow the time to take that action.
  4. Consider the place. Similar to above. You wouldn’t send a text message to someone who was driving. But I listen to a music service that I love on a mobile device – but it continuously has ads that ask me to click on a banner. Hello?! When I’m on a mobile device – I’m mobile, not looking at the device to click on anything. The message and moment are wasted and gone.
  5. Some things can wait. Better yet, they need to (see 3 and 4). Include a mechanism for your audience to revisit your message when they’re in a better position to respond. At the very least, provide a memorable offer or URL so that you audience can respond at an appropriate time.

Mobile and wearable marketing aren’t going to do anything but increase. All signs point to the messages getting even closer than the current consumer wearables we see now in May 2015. Let that sink in a bit. Marketing closer than a wristwatch … is likely literally right next to the face of your audiences. Be courteous. Make sure you have fresh breath.

 

This entry was posted in High Bar Marketing, Modern Marketing and tagged mobile marketing on May 21, 2015 by Devin Meister.

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