I’m not ADD-I’m on my mobile phone!
The good folks over at MediaPost send out a series of emails which are aimed at segment marketing and have titles like “Engage:Gen Y” or “Engage: Moms” and I find them to be informative and fun to read. Here’s an excerpt from the December 18, 2009 Engage: Gen Y email:
Gen Y is said to have the attention span of a gnat. Having never studied the attentiveness of gnats, let’s all agree that this means that Gen Y is easily distracted. They (we) are distracted away from your brand, and they (we) are distracted towards your brand. But how can you make sure that your brand is flypaper and your followers are flies?
The solution: a five-second brand. For example, the average Gen Yer lives life buried in a mobile device. Therefore, your five-second brand must resonate on this emerging platform. Can your message be conveyed across a Droid or iPhone? If you are trying to reach Gen Y, then it better. Gen Y is the generation that never had to deal with a dial-up connection; they aren’t going to tolerate a brand that takes 30 seconds to explain. The five-second brand is all about meeting your audience half-way.
If you follow this blog you may know what caught my eye. “Can your message be conveyed across a Droid or iPhone?”
Looking at the big picture I would say that Gen Y isn’t the only one with ADD. I have it and I’m supposed to be a Boomer. I’m not “buried in a mobile device” but I think I’m close. I think it would be safe to say that in a world where 160 character messages dominate speaking to each other that all of us want any message in any medium conveyed to us very, very quickly.
Scaling this notion beyond a brand and the 2 out of 8 mobile phone platforms listed in the Engage email is that anyone wanting a presence on a mobile phone which can be shared with customers, fans, members, etc. had better have a presence which will quickly render on any mobile phone and it had better get to the point fast. Unfortunately, this rules out your PC-based website.
On a mobile phone you have 5 seconds to show your site and explain your message. Moreover, like the Gomez research from earlier this year pointed out, if you don’t have a mobile site which will render on a phone quickly your customer won’t come back.
Try a Ruxter site today and experiment with how you use it to share information and get your point across. You’ll be making the most of the 5 seconds and soon, when more people access the mobile internet versus the PC internet, you’ll be so experienced in conveying your message in 5 seconds that it will seem like at least a minute.
Dale Knoop is the President of Ruxter, a mobile multimedia patents holder and an industry-recognized pioneer of mobile data services. In 2005 Dale won an Emmy while serving as the GM for Sprint TV. In August 2009 he launched Ruxter which allows anyone to quickly and easily become part of the rapidly growing mobile internet with a free, fully optimized mobile website they can share with anyone. You can contact him here. Follow Ruxter on Twitter.