Matthews --Mobile Expectations

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  • 1. “Becoming the Brand that Pioneers ! Mobile Expectations”! ! By: @MobileMatthews! !about.me/MichaelMatthews 
  • 2. “Mobile” Consumers!Answering Wants: Easy!!!!Uncovering Desires: Hard!!!!Creating Expectations: $$$!! 
  • 3. “You can’t just ask customerswhat they want and then try to givethat to them. By the time you get it built, they’ll want something new.”!
  • 4. Today’s goal:! ! ! ! I’ll present a current consumer desire…! !
  • 5. Today’s goal:! ! …And you think of one idea that makes most sense for your brand!
  • 6. Consumer Desire! “What if my peer influence was worth something?”!
  • 7. Solution to desire!   Social Payment/! reward Systems!
  • 8. Exampletechnology!
  • 9. Consumer Desire! “Help me feel liketwo hours of ‘Angry Birds’ is worth something ”!
  • 10. Solution to desire!   Reward Incentives ! ! (Not Redeem Incentives)!
  • 11. Exampletechnology!
  • 12. Consumer Desire! “I’d like a reason to go outside and play”!
  • 13. Solution to desire!  Real-world gaming!
  • 14. Exampletechnology!
  • 15. Exampletechnology!
  • 16. Consumer Desire! “I need something beyond reminding me to buy or use your product”!
  • 17. Solution to desire!  CRM / Compliance Rewarding systems!
  • 18. Exampletechnology!
  • 19. }“What if my peer influence is worth something?”!“I’d like a reason to go outside and play”! Desire ! to be ! rewarded  “Help me feel like 2 hours of ‘Angry Birds’ was worth it”! “Is there something beyond just reminding me to buy or use your product?”!
  • 20. “What if my peer influence is worth Brand something?”! Ambassador tools!“I’d like a reason to go outside and Awareness! play”! “Help me feel like 2 hours of ‘Angry Trial/Purchase! Birds’ was worth it”! “Is there something beyond just reminding me to buy or use your CRM! product?”!
  • 21. Consumer Desire! “I expect brands to be on all my devices, but what if each device played off each other”!
  • 22. Solution to desire!  Transmedia Storytelling !
  • 23. Exampletechnology!
  • 24. Exampletechnology!
  • 25. Consumer Desire! “I’d rather be shown than told”!
  • 26. Solution to desire!   Rich media > Text!
  • 27. Exampletechnology!
  • 28. Exampletechnology!
  • 29. Consumer Desire! “I prefer using more senses than just ‘sight’”!
  • 30. Solution to desire!  Sensory Marketing! (Ex: Audio Tagging)!
  • 31. Exampletechnology!   ♫ 
  • 32. }“I expect brands to be on all mydevices, but what if each device played off each other?”! Desired! Methods of!“I’d rather be shown than told”! communication “I prefer using more senses than just ‘sight’”!
  • 33. Contact! mike@TheMobileCulture.com! ! Or ! ! @MobileMatthews! ! Or! ! About.me / MichaelMatthews 
  • 34. “Industry-accepted” desireswe’re not talking about today! ! “Make all media clickable”! ! “Turn my phone into a coupon wallet”! ! “Synch my credit card to my check-ins”! ! “Options beyond app downloads”! ! ! ! !