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

Chapter 13: Communicating with Your Audience

The 1960s Batman television show had a formula. Each week there would be two episodes each an hour long. On Wednesday a new story began, with a new villain and a new scheme for Batman to thwart. By the end of the first hour, the heroes were in a crisis—Batman outnumbered, Robin captured, Gotham in peril—“Is this the end of the Dynamic Duo?” the narrator intoned. “Tune in next Tuesday—same Bat-time, same Bat-channel!” Every story needs plot arcs, rising action, dramatic tension, climax, and resolution. But just as important is information on how to find the story. Telling your audience how to find your story is just as important as the story itself.

Marketers, your mobile presence will be your Dynamic Duo, even though your medium doesn’t allow for an announcer with a tremulous voice. How do you point your audience to your bat-time and bat-channel? Here are a few of the non-bat channels that are available to you. Communication with your audience in this highly personal channel is very important, not just about your brand and products, but how you will interact and clearly stating your intentions. You are getting your audience to let you into a very personal place for them—literally in their pockets—so be clear and conversational, and above all be honest about how this particular relationship will work.

APP DATA: The description in the app ...