LONDON: People interact with their smartphones fleetingly throughout the day and brands need to connect positively yet unobtrusively if they are to build brand love and influence in these micro-moments, an industry figure says,

Writing in the current issue of Admap, Julian Smith, head of strategy and innovation at mobile marketing agency Fetch, recommends that marketers identifies five Ps for engaging in mobile moments: Presence, Personalisation, Presentation, Peer-to-peer and Performance.

First of all, they need to understand which mobile channels their target audiences inhabit, and what kind of content they are accessing, to ensure that their brand message can be pushed out at the appropriate moment to reach and engage.

It then follows that if a brand is going to present itself in an individual's personal mobile moment, it needs to communicate something compelling and personal to the recipient – and location-specific messaging can help deliver that.

But, adds Smith, it is not only what you communicate but also how you communicate it. Brand messaging needs to be tailored for the small screen, and, where possible, to leverage the native features and functionality of the device if it is to have a 'thumb-stopping' effect.

Marketers should also take note that most mobile moments throughout the day are spent engaging in some form of socialising with others, whether that's checking the social feed, posting and sharing content, or messaging. As such, the more shareable ('viral') the content experience, the more likely it is to gain attention.

On top of the work of capturing momentary attention and persuading consumers to tap deeper into an owned content experience, delivery cannot be neglected: it simply has to be fast, frictionless and flawless, says Smith.

Content has to load 'superfast', the user interface has to be uncluttered and intuitive to navigate and any links have to work every time; log-in and check-out processes should require minimal steps.

Traditional marketers will have to shift to a mobile-first approach, which Smith says encompasses everything from media buying to content and creative. Not only that, their organisational structures need to be able to adapt to the constantly evolving mobile landscape.

Data soured from Admap