Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design

Chapter 5: The Sweet Spot: Search and Social

The intersection of search and social is one of the most important places to begin building your mobile program with customers. The premise of getting into this sweet spot is: SEARCH: When your customers look for something, aim to be the brand, product, or service that they find. SOCIAL: Be the brand, product, or service that everyone’s talking about. Search and social need to feed off and drive each other, and they need to be simultaneously, constantly cultivated. Mobile is dynamic and constantly in use by your audience. The content created for and around your brand needs to drive awareness, establish who and what you are, and create interest with your desired customers. A smartly constructed social presence must make you sought after and easy to evaluate and find. Soon it will become an important part of the execution of your mobile efforts.

Search

Just What I Was Looking For

Advertising isn’t about pursuit anymore—today’s consumers are proactive. They want to feel like they’ve sought out multiple options and made well-informed choices. They’re out there, right now, looking for a product just like yours. To get new customers, you need to make your product the thing that shows up when they start looking, in the right place, time, and context. Your goal is to get consumers to search for you by name and keep coming back. But first you ...