a consumer-first approach to mobile strategy
DESCRIPTION
My Digiday Mobile Innovation Summit presentation on how to take a consumer-first approach to mobile marketing.TRANSCRIPT
Putting people at the center of our communications strategies
@kaylam
A CONSUMER-FIRST APPROACH TO MOBILE STRATEGY
MEANING
CREATE RELEVANCE
CONTEXT
UNDERSTAND OUR AUDIENCE
INSIGHTS COME FROM:
INSIGHTS COME FROM:
WE OFTEN GO DIGGING FOR THE ‘WHAT’ AND THE ‘WHEN’
BUT CONTEXT IS IMPORTANT...
WHICH ASKS THE QUESTIONS ‘HOW’ AND ‘WHY’
SO HOW DO WE DO THIS?
GO DIGGING FOR CONTEXT
GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS
GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS
FUNCTIONAL AND EMOTIONAL NEEDS
GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS
FUNCTIONAL AND EMOTIONAL NEEDSUNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL
GO DIGGING FOR CONTEXTTO BETTER UNDERSTAND OUR AUDIENCE
Relevanceconversationfeeling physicalnetworkactivityinformation
Just-in-Time
day-partingon-the-fly
intermissiondowntimeweather-
basedprogrammatic
Contextprofessional
socialcultural
economicfun
technicaleducational
“anywhere”
“anytime instantly”&
“personal”
CONSUMERS ARE NOW ‘DIGITAL OMNIVORES’
Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet Platforms Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013
Tablet consumption is highest during the late evening hours when people are curled up on the couch or winding down for the night in bed.
19Percentage of Tablet Users by Platform Who Use Smartphone Platforms
Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012
MOBILE HAS THE ABILITY TO MARKET TO CIRCUMSTANCE
we are social beings
MOTIVATIONS + BEHAVIORSTO SOLVE FOR PAIN AND PASSION POINTS
MOTIVATION: ALWAYS BE PREPARED
MOTIVATION: ALWAYS BE PREPARED
BEHAVIOR: PLANNING EVERY
MOMENT OF HER DAY
MOTIVATION: ALWAYS BE PREPARED
BEHAVIOR: PLANNING EVERY
MOMENT OF HER DAYTECHNOLOGY
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MOTIVATION?BEHAVIOR?
TECHNOLOGY?
FUNCTIONAL + EMOTIONAL NEED?
FUNCTIONAL NEED = WHAT’S THE TOOL/TECHNOLOGY SOLUTION?EMOTIONAL NEED = WHAT’S THE CONTENT/STORY SOLUTION
FUNCTIONAL
EMOTIONAL
STORYTELLINGStories give us context and context help us with understanding
We are wired for narrative construction
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TECHNOLOGYMAKE IT ALL INTUITIVE
KNOW THE LIMITATIONS, THE PRODUCT ROADMAPS, THE USE-CASES AND MOST IMPORTANT, THE UI
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THIS IS THE WEB TOMORROW
MOBILE IS NOT A ‘BOLT-ON’ SOLUTION
GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS
FUNCTIONAL AND EMOTIONAL NEEDSUNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL
FOCUS ON PEOPLE Because there will always be another shiny object, screen, device...
but people should always remain at the center of your communications strategies.
See you on the internets.THANKS
@kaylam