Hey Four I’s!!

I’m not really a fan of the click-bait style of content with titles like “8 things your start-up should avoid” or “5 ways to go viral”.

It seems there is no end of topics with lists accompanying them with the upshot of “do more of this” and/or “do less of that”.

So, having just pooh-poohed the genre, I have my own topic and list!

And, as the title suggests, I have Four I’s for brands and their mobile efforts. While your brand may know these I’s you have to live them each day.

They could/should become a kind of filter that you ask yourself as it pertains to your brand in the millions of micro-moments your customers and prospective customers face each day.

Each day, your brand no matter how large or small, finds itself in a micro-moment, intentionally (advertising, packaging) or via other means like location or word-of-mouth.

As you read these Four I’s, think about your own life outside your job and view them as a consumer.


There is only one thing to say and that is phone in hand. At all times. If not in hand, at arms-length. This is you as a consumer.


It then follows that if I have my phone in my hand, I am able to act on any impulse that strikes me. Content of the feel-good type rarely has a strong call-to-action and is more around placing a halo around the brand.

The problem from my point-of-view for this type of ad is that if the impulse strikes me to check out your brand I’ll go to search or try to type in your top-level-domain URL. Ugh. Friction awaits. Your competitors are there hawking their brand too. Oops.

Without a direct and surefire way to satisfy my impulse, my impulse fades away.

Please, I urge you to offer more powerful ways to satisfy my impulse on my phone.

Don’t risk me searching (aka, foraging) for you in the micro-moment.


Likewise, building on Impulse is Instantaneous.

I want to instantly connect (Immediacy) with what I want (Impulse) right (blanking) now.

Your brand has me now give me what I want.

I am reminded of the movie, Fast Times at Ridgemont High.

“I’m here and you’re here Mr. Hand, doesn’t this make this OUR time?”

Dis-satisfaction with this I can be brutal for brands in myriad ways. Again, think of your own reaction to frustration with anything you have to wait for.

Tell me instant gratification is lame?


Lastly, there’s Immersion-the chance to show and share all you have to say in the micro-moment.

The spray-and-pray (S&P) approach to advertising scatters your brand content hither and yon. This I represents the chance to flip the script on S&P and immerse and reward the customer with all your digital and print content presented in snack-sized micro-moments of customer bliss.

I hereby command you that at your next “what’s our mobile strategy” meeting for your brand/business, you blurt out loudly and proudly, “HEY FOUR I’S!”

Dale Knoop leads a great team attempting to #breaktheduopoly by making  TRE the global standard for micro-moment brand engagement. Using a simple numeric code any brand can present their TRE code in TV, video, video games or their product packaging and take their customers and brand fans to exactly what they want, exactly when they want it. No searching through results, no foraging around your website-just customer pleasing instant gratification. Oh yeah, and there’s real-time attribution and an ongoing brand immersion. Watch the TRE video on YouTube here.