Who are you marketing to when you create a mobile app? The actual person or the person using the device? That’s the question that mobile marketers will need to ask themselves the next time they create a campaign.
According to John Lim, CEO of LifeinMobile:
“This is our first self, our physical self that is interactive with the world and environment surrounding us. Meanwhile our second self, our digital self, is poking around cyberspace completely connected to the Internet through one of our many devices.”
The physical self is the one that experiences the world – the one that is lured into a retail store by a pleasing odor. This self manually controls a digital device. It is the self that marketers tend to forget about when creating a mobile strategy.
The emotional self is the one that reacts favorably to “random acts of good manners” through push notifications and mobile messaging. The self that marketers need to tap into more. It’s also the one that creates brand loyalty and future purchases.
The digital self is a combination of the previous two. It is the one that exists because of both but is seldom acknowledged. It’s the self that we are when we are on our mobile devices and who we are when we are using them.
The key to success for mobile marketers is to reach all of those selves at once. For example, try sending a human-centered notification when someone enters your retail store while using their mobile device and therefore captivating the whole self.
Let Pervasive Path lead you through an Art of the Possible Workshop to explore how to incorporate these and other concepts into your enterprise mobile strategy.
