This should not come as a surprise. Mobile is everywhere while the majority of
manufacturers and retailers have no idea how to use it, much less why they should.
The trust in the past is powerful.
As stated in an article by John X. Kenney, published in mobilecommercedaily.com,
he believes part of the huge appeal of mobile is its unpredictability. When we hear
them buzz, we have no idea what might be in store for us, and that in turn is
massively irresistible and motivating.
A famous experiment found that surprising rewards were three times as motivating
as predicable rewards. Children were given crayons and asked to draw. Half were
promised candy if they drew, and half were promised nothing. Regardless of what
they were promised, all children received candy at the end of the day, half as a
predictable reward, half as a surprising reward. What happened next stunned
researchers. They monitored the children the next day to see what happened. The
children that received the surprising reward spent three times as much time
drawing with crayons as those who received the predictable reward.
The mobile phone is a 24/7, all-the-time surprise machine in your pocket or purse,
and surprises are often key components of the most successful mobile apps.
American Express‘ foursquare app is an institutionalization of the surprising reward,
tying a standard check-in behavior to an unpredictable reward. Geo-fencing text
message offers and proximity triggered push notifications are consistently rated as
highly useful and engaging by consumers precisely because it is like finding hidden
digital treasure stashed all over, simply by just walking around in your normal
The brands that tie surprising rewards in mobile are tapping into one of the powerful motivators of human behavior.
It is time to think...MOBILEFirst.
We live in a new DNAge.
In planning your marketing communications plan…Think MOBILEFirst
Lance Hanish is Chairman/CEO and Chief of Imagination at Sophis1234 Data.Digital.Direct. He can be reached at Lance@Sophis1234.com; Facebook: http://on.fb.me/w88x5m Twitter: @Sophis1234; Pinterest: http://pinterest.com/sophis1234/
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