Mobile engagement and the ‘craft of hacking attention’

Posted on July 1, 2015 by

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A recent Forbes post on why innovation took centre stage at Cannes 2015, touched on some provoking points as to why the mobile age is not only an unpredictable moving target but also one that moves at lightning speed. Referencing Bill Wasik’s work, the writer surfaces the approach of creating “a new genre of content and means to engineer engagement for it” as a leading principle behind Wasik’s focus on ‘hacking attention’.

As more of our attention is sucked into mobile screens, crafting wholly new forms of media engagement is no longer a fringe activity. It’s every marketer’s job.

While it may come as no surprise that innovation would easily take the spotlight in any major event these days, it does beg the question, or rather many questions, including: how are audiences and presenters exploring and examining what they deem “innovative”? Is the sheer rhetoric of innovation enough to truly deconstruct and grasp the intricacies and complexities of how professionals are innovating to meet their business (or personal) needs?

In many cases, prolific examples of modern advertising are no longer ad-like…The deepening of new visual influences and innovations reflects how profoundly the public at large is now embedded in creative processes and even direction of new media platforms.

For this segment of our mobility discussion, let us turn our attention to the very notion of mobile engagement, and specifically, to how we may conceive novel ways not only to create but more importantly to first identify what forces and circumstances would lead us to compelling opportunities that would allow us to be creative when engaging with audiences on mobile:

  • Q1 What are some examples of high traffic, mobile-based touch points that let you gauge the sentiment of your target audience?
  • Q2 Would you agree that “predictive marketing” is a realistic incentive to embed towards creating long-term, renewable, sticky campaigns? Or is the term a mythical holy grail?
  • Q3 Mobile users tend to have a high learning curve. How do mobile conversations help or hinder your mobile strategy? How adaptable and agile is your marketing?
  • Q4 If you were to envision one truly novel approach to your mobile engagement what would it be and why?

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Today’s chat transcript

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