Mobile Manifesto

That’s why we love it – we’re a 6.5 Seconds type of agency. Below, we’ve assembled the 10 key thoughts we think you need to embrace to be successful in mobile today. We call it our 6.5 Mobile Manifesto.

1. Mobile is the connective tissue.

Mobile has the ability to link together other media experiences for the consumer. Like a mouse on the real world, consumers use mobile to “click” and engage with media experiences.

2. Mobile has 3 Pillars – Be bite-sized, be relevant, and be disposable.

People aren’t looking to have a deep engagement with you on the phone. Keep it simple, targeted and easy to get in and out of.

3. People are more mobile than brands.

Each day, increasing numbers of consumers are turning to their mobile phone to look for information about brands and products they are interested in. Are you in position to be there for them?

4. It’s not optional.

When was the last time you got ready to leave the house and thought to yourself “you know, I don’t need to bring my phone with me today…”? It’s not optional for consumers, and it shouldn’t be for brands.

5. It’s the remote control… for life.

Increasingly, the more a person’s phone can do to help them manage their life, the more they come to rely on it for that purpose. As mobile becomes the central digital platform for people, brands need to be ready to go there with them.

6. Mobile is the digital Swiss Army knife.

Getting mobile right is not about devices and technology, it’s about people. Brooke uses hers for music and video, Brad for social networking, and Alan for work productivity. They all have a Blackberry Curve. One device, three very different profiles.

7. Make it useful.

People are demanding of their mobile experiences. You may only get one shot with them. Focus in on making your mobile offering super useful, or risk alienating a once willing customer.

8. Time Killers vs. Time Savers.

In the end, there are really only two things to offer mobile consumers – things that help them SAVE time, and things that help them KILL time. Every brand in the world can offer at least one, if not both.

9. The Tulsa Test.

Ask yourself three questions: 1) Will our consumer understand what we are asking them to do? 2) Will they be able to do it with the phone they have today? 3) Will they get something valuable out of it? That’s the Tulsa Test.

10. If you make it fit me, I’ll notice.

Our data shows that if you get this formula right for your target consumers, they’ll not only respond, but often the response will be dramatic.