Posted by Tracy Stokes on July 29, 2014
- Loyalty moments deepen established relationships. Loyalty moments are relevant to brands that already have a direct relationship with a customer. These are the brands that you consider essential and the apps you use most often — likely your bank, preferred airline, or favorite store.
- Manufactured moments create an opportunity for engagement. Manufactured moments create assets to solve a customer’s problem, entertain, or connect around shared values. The recent World Cup was rife with brands like Samsung trying to manufacture moments around their customers' love of soccer.
- Borrowed moments drive discovery. Borrowed moments take brands to where their customers are already engaging in mobile. This could be on social networks like Facebook or Pinterest, message platforms like Snapchat or WeChat, or media properties like The Huffington Post or The New York Times.
To learn more about how to create your mobile marketing moment, check out my new report “Brief: Create Mobile Moments That Boost The Brand Experience” (subscription required). What's your mobile moment?
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