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The mobile device, as a platform for brand communications, is unique, requiring brand marketers to rethink engagement strategies and devise innovative campaigns that leverage the medium as it is intended for effective mobile content marketing. The challenge lies in seducing moving targets.
Seducing Moving Targets: Four Content Marketing Rules for Luxury Mobile Marketing
SEDUCING MOVING TARGETS
Four Content Marketing Rules
for Luxury Mobile Marketing
The essence of any coveted brand
is the story it conveys.
Through video and other forms of brand content,
luxury brands have become media companies and
content marketers selling a vision of an exclusive
lifestyle attainable only by a select few.
Designed entirely for a captive audience,
unobstructed and intently engaged, both print and
digital representations of brand identity have
eﬀectively conveyed the brand narrative for this
This new media has not, however, been eﬀectively
translated for a new breed of digital audience – an
audience in motion.
The strategic dilemma of how best to convey the
luxury brand story and experience to a mobile
audience has not been successfully solved.
The mobile device, as a platform for brand communications,
is unique, requiring brand marketers to rethink engagement
strategies and devise innovative campaigns that leverage the
medium as it is intended for eﬀective mobile content
marketing. The challenge lies in seducing moving targets.
Rule of Seduction One: Produce Content Episodically
Resist the temptation to unveil the entire story in a single
instance. By deconstructing the narrative into episodes, the
engagement teases the audience and creates desire to
continue following the unfolding of the story.
Rule of Seduction Two: Communicate Cryptically
Regardless of the communication mechanism employed, be it a
mobile ad, SMS or MMS, in-app push notiﬁcations, beacons, or
augmented reality, messaging should be intriguing and subtle.
Be cryptic about what awaits the audience if they choose to
participate. Creating mystery through veiled communications
fuels desire to see what is on the other side.
Rule of Seduction Three: Make the Theater Participatory
Take the consumer on a journey with the narrative. Provide
sophisticated clues to challenge the audience by using the outside
world as your canvas. Clues could exist on billboards, on buildings,
on bus shelters, in taxis – adding a sophisticated element of game
mechanics to engagement and allowing the audience to become
players in the theatricality of the campaign.
Rule of Seduction Four: Reward with Exclusivity
The luxury consumer seeks priority access to, and deeper levels of
intimacy with, the brands they most covet. The lure of exclusivity
is the most eﬀective mechanism for playing marionette with the
heartstrings of this highly sought consumer and forming greater
connections. The reward of prerelease viewing accessible only to a
select group of participants creates desire for brand association
The seduction of moving targets
requires precision planning and
Mobile, as a medium, is innately transitive in
nature, serving as a persistent interface for
consumers to navigate an ever-evolving
digital ecosystem of retail touchpoints and
become, themselves, players in the
Strategically dissecting the brand narrative
to take on an episodic form allows the
brand to engage audiences in the on-going
drama, create desire to see where the story
will lead, and create deeper emotional
connections in the process.