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Mentor Presentation: How to Focus on the Consumer
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Mentor Presentation: How to Focus on the Consumer

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This how-to will teach attendees how to construct the consumer approach to mobile. Kayla Green of Saatchi & Saatchi will explore how participant behavior varies across screens based on the time of …

This how-to will teach attendees how to construct the consumer approach to mobile. Kayla Green of Saatchi & Saatchi will explore how participant behavior varies across screens based on the time of day, individual aspirations, the user’s location, and because of how he or she is feeling.

Published in: Technology, News & Politics

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  • 1. A CONSUMER-FIRST APPROACH TO MOBILE STRATEGY Putting people at the center of our communications strategies @kaylam Thursday, November 21, 13
  • 2. MEANING Thursday, November 21, 13
  • 3. CREATE RELEVANCE Thursday, November 21, 13
  • 4. CONTEXT Thursday, November 21, 13
  • 5. UNDERSTAND OUR AUDIENCE Thursday, November 21, 13
  • 6. INSIGHTS COME FROM: Thursday, November 21, 13
  • 7. INSIGHTS COME FROM: Thursday, November 21, 13
  • 8. WE OFTEN GO DIGGING FOR THE ‘WHAT’ AND THE ‘WHEN’ Thursday, November 21, 13
  • 9. BUT CONTEXT IS IMPORTANT... Thursday, November 21, 13
  • 10. WHICH ASKS THE QUESTIONS ‘HOW’ AND ‘WHY’ Thursday, November 21, 13
  • 11. SO HOW DO WE DO THIS? Thursday, November 21, 13
  • 12. GO DIGGING FOR CONTEXT Thursday, November 21, 13
  • 13. GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS Thursday, November 21, 13
  • 14. GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS FUNCTIONAL AND EMOTIONAL NEEDS Thursday, November 21, 13
  • 15. GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS FUNCTIONAL AND EMOTIONAL NEEDS UNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL Thursday, November 21, 13
  • 16. GO DIGGING FOR CONTEXT TO BETTER UNDERSTAND OUR AUDIENCE Thursday, November 21, 13
  • 17. “anytime & instantly” Just-in-Time Context professional social cultural economic fun technical educational Thursday, November 21, 13 Relevance day-parting on-the-fly intermission downtime weatherbased programmatic conversation feeling physical network activity information “personal” “anywhere”
  • 18. CONSUMERS ARE NOW ‘DIGITAL OMNIVORES’ 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. Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet Platforms Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013 Thursday, November 21, 13
  • 19. Percentage of Tablet Users by Platform Who Use Smartphone Platforms Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012 Thursday, November 21, 13 19
  • 20. MOBILE HAS THE ABILITY TO MARKET TO CIRCUMSTANCE Thursday, November 21, 13
  • 21. MOTIVATIONS + BEHAVIORS TO SOLVE FOR PAIN AND PASSION POINTS Thursday, November 21, 13
  • 22. Thursday, November 21, 13
  • 23. MOTIVATION: ALWAYS BE PREPARED Thursday, November 21, 13
  • 24. MOTIVATION: ALWAYS BE PREPARED BEHAVIOR: PLANNING EVERY MOMENT OF HER DAY Thursday, November 21, 13
  • 25. MOTIVATION: ALWAYS BE PREPARED TECHNOLOGY Thursday, November 21, 13 BEHAVIOR: PLANNING EVERY MOMENT OF HER DAY
  • 26. MOTIVATION? BEHAVIOR? TECHNOLOGY? 26 Thursday, November 21, 13
  • 27. FUNCTIONAL + EMOTIONAL NEED? FUNCTIONAL NEED = WHAT’S THE TOOL/TECHNOLOGY SOLUTION? EMOTIONAL NEED = WHAT’S THE CONTENT/STORY SOLUTION Thursday, November 21, 13
  • 28. FUNCTIONAL Thursday, November 21, 13
  • 29. EMOTIONAL Thursday, November 21, 13
  • 30. STORYTELLING Stories give us context and context help us with understanding We are wired for narrative construction Thursday, November 21, 13
  • 31. TECHNOLOGY MAKE IT ALL INTUITIVE 31 Thursday, November 21, 13
  • 32. KNOW THE LIMITATIONS, THE PRODUCT ROADMAPS, THE USE-CASES AND MOST IMPORTANT, THE UI Thursday, November 21, 13
  • 33. 33 Thursday, November 21, 13
  • 34. THIS IS THE WEB TOMORROW 34 Thursday, November 21, 13
  • 35. MOBILE IS NOT A ‘BOLT-ON’ SOLUTION Thursday, November 21, 13
  • 36. GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS FUNCTIONAL AND EMOTIONAL NEEDS UNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL Thursday, November 21, 13
  • 37. 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. Thursday, November 21, 13
  • 38. THANKS See you on the internets. @kaylam Thursday, November 21, 13