Mobile Rule of Engagement #2: Gratification

[Part 2 in this week's series on "Engagement." See below for previous posts in this series.]

The key to mobile, like any marketing, is gauging the level of reward necessary to motivate the consumer to do what you’re asking. If you’re asking for someone to merely text in, the reward can be relatively small. But if you’re asking them to click through to a .mobi site and enter their personal information, you better make it worth their while.

Fortunately, mobile lends itself very well to this process. A strategy that we employ quite effectively is something we call “escalating incentives.” Basically, you start with a small, but relevant, incentive to get consumers to respond. Then you gradually up the ante with larger incentives as you move them to your final goal, which is usually opting-in by giving their personal data.

It works because the user feels rewarded at every turn, so they’re encouraged to move forward with you. They also feel secure. You’ve proven yourself. Now they’re comfortable taking the next step.