Scott Forshay, creator and editor of mobi.luxe writes brilliantly about mobile marketing and the concept of concept of a mutual exchange of value, in www.briansolis.com. Read more below.
Establishing consumer relationships through mobile marketing, as with any successful, productive relationship, inherently requires a mutual exchange of value. Whether consumers are opting-in for brand communications via SMS or engaging with the brand in a single instance through scanning a QR code, the onus is on the brand to deliver value in return for customers’ valuable time and information. Without the perception that value has been exchanged for value, the relationship becomes essentially one-sided and unrequited attempts at interaction on the part of the consumer will spell the end of the relationship – perhaps permanently.
In the early stages of mobile marketing, the value exchange was almost exclusively defined through promotional-based marketing. Consumers were asked to share their mobile numbers in exchange for coupons. While seemingly primitive by today’s standards, text back couponing remains an effective behavior stimulus for many brands and retailers, but for luxury brands discounting flies in the face of the intrinsic value of the brand. The challenge for innovative prestige brands is defining how best to create a true value exchange with their most loyal advocates while remaining true to themselves and not cheapening the brand in the process of attempting to deepen relationships.
Any value exchange requires the exchange of currency. Whether the currency is monetary, emotional, or informational, it establishes the parameters necessary to define a successful exchange and secures a commitment to future exchanges. With this in mind, an analysis of the efficacy of any value exchange must be measured by the mutually beneficial exchange of mobile currency.
Affluent loyalists of prestigious brands seek greater intimacy with, and priority access to, the brands they most covet. In exchange for priority access, the affluent consumer will exchange premium monetary currency. A mobile campaign touchpoint that directs the consumer to an optimized landing page or microsite featuring a product exclusive to mobile subscribers effectively plays marionette with the heartstrings of affluent consumers by exclusively engaging a prestigious audience with exclusivity and access to product available only to a select audience. Tactics such as these create a successful value exchange whereby a monetary commitment is made by the consumer in exchange for priority access to the brand and the prestige associated with exclusive ownership.
The essence of any coveted brand is the story it conveys. And as Brian Solis believes, “the aspiration it evokes.”
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