We’re all excited by ever more creative and innovative ways to tell consumers to buy this product or download that app. But if we’re only on a constant quest to find the most inventive route, more often than not, messages get lost, and consumers are left feeling bombarded by unsolicited content. Often, in our mission for that download or sale, we think of the communication in terms of how they serve the brand, not the consumer.
Savvy brands are using the mobile channel to turn advertising into a service rather than an interruption. This type of branded utility ultimately creates a more intimate relationship with the end consumer by offering an additional product or service to make their life easier.