Gartner Research

Enthusiast Brands Show Principles of Mobile Engagement

Published: 28 June 2013

ID: G00252086

Analyst(s): Jake Sorofman, Julie Hopkins

Summary

The "fandom" and affinity of sports mean that the PGA TOUR, NCAA and MLB have natural advantages in driving mobile engagement. But their techniques offer lessons that traditional brands can use to engage with the connected consumer.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Like sporting events, the best brand storytelling follows a narrative arc that mobile marketers should use to deepen engagement with customers
  • Day-to-day realities often get in the way of brand engagement, but mobile can help you fit your story into your customers' busy lives
  • Many mobile marketers expend effort modeling personas to predict customer needs and wants, but sometimes it makes more sense just to ask

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