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In the constant-connected world of transmedia-enabled
consumer engagement, it is imperative for retail
marketers to challenge traditional structures of siloed
brand marketing channels.
Antiquated concepts of disparate sales and marketing
avenues no longer hold relevancy for modern
consumers, who expect a more uniﬁed experience with
the brands they seek connections with, regardless of
The creation of consistent, uniﬁed brand experiences
cross-medium has become de rigueur in any eﬀective
marketing strategy, with each channel acting not as one
in a series of disconnected elements, but as a related
transitive variable along the consumer engagement
Mobile events are inherently transitive in nature.
The diﬀerentiated elements of the channel – constant
connectivity, location awareness, personalization, and
social connection – add aﬃnity to consumer/brand
interactions and empower the medium uniquely as a
transitive, events-driven interface.
This provides dependable communication capabilities
that serve as a vehicle for binding a vast network of
potential touch points.
This array of possible touch points forms the foundation
for the creation of a consumer interaction progression –
a tight, dependable orchestration of relevance in
branded communications that seeks intimacy in an
increasingly interconnected expanse of brand advocates,
irrespective of time or space.
The consumer engagement continuum can best be
described within the conceptual construct of transmedia
Today’s consumer is not simply a “customer” or a
“shopper” – they are consumers not only of information,
social media, etc., but also consumers of context.
Brands are now faced with the unfamiliar challenge of
not only marketing to people, but also marketing to
Experiences along the continuum will vary based upon
the medium consumers choose to engage the brand
with and from. The “stories” or experiences delivered by
the brand will vary, dependent upon the channel –
whether television, the stationary web, interactive
signage, or at the store level.
It is imperative for marketers of the brand to create
uniﬁed, steady experiences and, in turn, become adept
“storytellers” across all of the varied mediums in a
manner that accentuates each channel’s uniquely
distinguished properties and strengths.
The role of mobility solutions in the engagement
continuum is to provide persistent momentum through
consistent exchanges across an ever-evolving ecosystem
of digital screens, as well at the brick and mortar level.
Eﬀective mobile events blur the lines of siloed brand
engagements, existing most eﬃciently in temporal,
closed-loop occurrences as a cross-medium portal into
the brand encounter.
These transitive capabilities existent in the mobile
medium enable true transmedia concentration, bridging
channel communication gaps with precision aim at the
moving target, the mobile consumer, by eﬀectively
navigating location, personalization, and limited time
sequences of interaction.
Mobile consumers are not stationary targets, therefore
engaging with them requires consideration be given to
the variability of exchange.
It is important to conceive of mobile solutions from an
Unlike other digital mediums, which are stationary and
intensely focused on presentation and content, the
mobile medium is location-aware, action-oriented, time-
sensitive, and socially connected.
Actions and events provide the necessary momentum
for the engagement continuum to ﬂourish.
The transitive functions of the mobile channel provide
the consistent messaging and engagement capabilities
necessary to deliver a transmedia marketing model – a
model that ensures a balanced, cross-medium
experience with the brand across the continuum,
constantly engrossing consumers with timeliness and
relevance to provide deeper levels of interaction than
previously thought possible.
For the continuum to eﬀectively exist, it must have
energy to provide momentum.
Transitive mobility in the continuum is the catalyst for
the creation of this model of uniﬁed brand experiences,
designed to deliver consistency of engagement
regardless of where, when, and how consumers choose
to interact with the brand.