[Part 1 in this week's series on "Engagement." See below for the introduction to this series.]
A key element of mobile is access from anywhere at anytime. So your mobile campaign must leverage the value of immediacy: not only in access but also in gratification for the user.
Mobile absolutely must have an element of instant gratification because mobile is marketing, but on 5 cups of espresso. The whole process is speeded up and compressed into just a few moments. So the potential payoff is enhanced. But so is the expectation from the user.
That’s why we counsel clients to keep campaigns simple and direct. Make a clear offer, provide a simple method to obtain it, and deliver on it immediately. Keeping it simple makes it easy to present value to the user with every action they take.
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