Experiential Where would Netflix be if they didn’t embrace the mobile revolution? Most likely hanging out with Blockbuster and Hollywood Video in the brand graveyard. Netflix extended their product line to mobile which, in turn, creates a great experience for its customers across multiple platforms. Their product creates a positive, accessible experience. An experiential mobile experience can help to connect your brand’s offline presence to the digital world.
Utilitarian When you think about mobile marketing an aspect that always resonates well with users is making their lives easier. The banking industry going mobile has really benefitted the consumer. Instead of going to a local bank branch for every withdrawal, deposit, or transfer you now can do all of that from your mobile device. The infographic below shows how a majority of users want some utilitarian aspect to their mobile experience. Ask yourself, how can I make my customer’s life easier through the use of mobile? It could be as simple as creating a better mobile website experience or putting a “click to call” button on your website. Evidential Having an evidential mobile strategy requires some out of the box thinking. You are providing your users with value that might not be directly tied to your brand. For example, the Nike+ app has nothing to do with buying sneakers. Instead, it tracks your fitness. The app adds more value to the brand without even trying to directly sell anything. You might not have Nike shoes when you download the app but don’t you think the next time you go to buy another pair of shoes you will at the very least consider Nike. Evidential mobile experiences try to improve the lives of their customers by offering them an extension of the product.