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Emily Hixon’s view on Mobile and it’s role in Communication Planning

With Spring upon us and prams spotted everywhere, it’s hard to miss the mass of babies around us. And as parenting moves in to 2015, so too are the communications. And I don’t mean beaming messages from the moon, but rather finding new ways to connect with the ever-elusive, always busy mum and dads of the world with the tools we have today.

So how can brands connect with parents in a way that is approachable, timely and most importantly, helpful?  Please note: no one, and I mean no one wants more spammy (unhelpful) communications from brands. It won’t be tolerated, or worse, it will end in outright brand rejection. By utilising current technology and communicating with parents in a way that is easy and beneficial, brands can better target and reach this audience.

Several businesses have recognized this trend and have jumped on board. A new texting program from “Sesame Street” and “Too Small to Fail,” delivers around two dozen texts over a baby’s first year showing parents how to use everyday moments as teaching opportunities. Short and sweet, and no calendar invites required. These small, dare I say ‘bite-sized’ reminders give parents a quick and easy tip that can be used in the moment with their little one – no special tools or toys necessary.

The program is designed to ‘capitalize on the potential for mobile devices to become learning tools. Studies have shown that supportive texts that include reminders or prompts can help people change their behaviour.’ As a marketer, we can learn from these teaching tools to keep utility and the user at the forefront of our comms planning.

Because at the end of the day, several briefs start with ‘we want to change consumer behaviours from X to Y.’ So looking at those upcoming briefs, we will be asking ourselves, can we use a mobile-first strategy to help evolve those behaviours, and if so, are they absolutely done in a useful and helpful way?

To read more about the programs “Sesame Street” and “Too Small to Fail” have designed and employed, click here.