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Mobile Empowerment – A strategic approach to mobile engagement
The mobile phone (now often referred to as the Sell Phone in the advertising community – an unfortunate trend) certainly presents a number of opportunities for text and display advertising (essentially mini versions of what has proven to be successful on the computer screen) as content tailored for the mobile user continues to grow.
However, as many indicators show, consumer’s interest in “advertising”, as we know it today, delivered to their mobile phone has limited interest at best. Of course relevancy is always a major factor in determining consumer acceptance – a challenge all platforms face. But beyond that, and in light of the continued shift towards consumer control, most mobile phone users don’t see why they should tolerate advertising on their mobile device in the first place.
If we look at the bigger picture of what today’s mobile devices provide (and more importantly tomorrow’s will likely provide) the mobile platform is not just another screen on which to display advertising but rather a powerful device with which to create significant brand-to-consumer engagements.
Mobile Empowerment is a strategy in which brands focus on becoming “enablers” of further consumer control. By providing things like new and unique services, content and access, all designed specifically for the mobile platform, brands not only create new capabilities for the mobile phone but they also create a value for the user and a reason to engage.
Mobile empowerment is about brands focusing on being the “enablers” of new or enhanced mobile capabilities – in essence furthering consumer control and turning the mobile phone into a remote control for the world around them. By providing new and unique services and/or access to content and data, brands create real value for the user and, if done well, a compelling reason to engage and potentially maintain an ongoing relationship.
This approach does require adaptation on all fronts. By blurring the lines between advertising and services (or operations), brands seeking true and lasting mobile engagement will have to work collaboratively across divisions and do so effectively in order to put out the best possible experience.
Those that look at the mobile platform as something more than new opportunities for clicks and impressions but rather opportunities for engagement and ongoing usage and relationships will win the coveted invitation by the consumers in control. Those that don’t will be relegated to tiny advertising elements reminiscent of the early days of the Internet.
About Kirk Drummond
Kirk Drummond is vice president of creative and innovation at T3 (The Think Tank), one of the top advertising and marketing firms in the country with offices in Austin, New York and San Francisco.
At T3, Kirk directs strategy, concept development and technology implementation on projects that range from Flash-based online advertising to experiential Web sites. He also leads T3 Labs, a unique research, development and creative advancement group within T3 focused on developing first-of-its-kind experiences, approaches, products and technologies.
A champion of the online consumer experience, he was recently honored by MediaPost and OMMA magazine as one of three creative Online All Stars. Outside of T3, Kirk actively works to share his interactive knowledge and creative expertise. He judges creative award competitions including the Interactive Advertising Competition (IAC) and the WebAwards, addresses relevant issues as a speaker to industry groups and universities, and serves as a writer and panelist to iMedia Communications and MEDIA magazine.
Kirk’s portfolio includes award-winning work for clients including Dell, Marriott, Chase Card Services, MSN, John Deere, MTV and JCPenney.
In addition, Kirk's continued passion to advance technology led to his current role on the board of directors for Girlstart, a non-profit organization dedicated to empowering girls to excel in math, science and technology.
Prior to joining T3, Kirk worked in management positions with Motive Communications and Tivoli Systems, Inc. Kirk founded ImageWorks Computer Graphics Imaging Inc, one of the first interactive design agencies in Austin and the Southwest in 1994.
Links to Kirks work
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