Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design

Chapter 6: Marketer, Know Thyself (And Thy Audience)!

The best mobile work comes from brands and products that keep human connections and human insight at the core of their interactions with their audience. It all comes back to knowing your product and knowing your brand. The kind of experience your customers have with your products and services should be drawn directly from your brand and your brand identity. A mobile banking application or set of services isn’t going to waste time developing an augmented reality (AR) game, for example, because their brand, and the experience of interacting with your money on mobile, is associated with seriousness, professionalism, and commerce. They don’t want you to think they’re playing games with your money (unless of course it’s a promotion directly tied to playing with your money), so they’re not going to associate their brand with something that’s purely a time-wasting bit of fun. All of a bank’s products are focused on super-high utility, and super-high security, and if a bank’s mobile presence can do just those two things, and do them really well, then that’s not a bad place to be.

Know Your Persona

For a number of reasons, there can be a temptation to be silly, edgy, or ironic online simply because it’s the web. Especially in the medium’s early days, we considered Internet-based information to have less gravity, almost as if it was less ...