How to Make Sure Your Mobile Marketing Is On Track (Part 4)
4. Flaw: Employing Old World, Unidirectional Strategies
Effective consumer engagement can no longer take a
unidirectional mindset. Today’s digital natives are constantly presented with a
dizzying array of branded digital touchpoints. They are expecting consistent
yet unique communication and brand message.
Brands are now challenged to become adept transmedia
storytellers, to create a message that syncs with the communication medium in
which it’s delivered. Brands must move beyond simply marketing to people but,
instead, must master marketing to a context that is determined by device or
platform. They must consider the specific medium which they choose to engage.
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