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A CONSUMER-FIRST APPROACH
TO MOBILE STRATEGY
Putting people at the center of our communications strategies

@kaylam
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 NEEDS
UNDERSTAND THE TECHNOLOGY, LI...
GO DIGGING FOR CONTEXT
TO BETTER UNDERSTAND OUR AUDIENCE
“anytime & instantly”

Just-in-Time

Context
professional
social
cultural
economic
fun
technical
educational

Relevance

d...
CONSUMERS ARE NOW ‘DIGITAL OMNIVORES’
Tablet consumption is highest during the late evening hours when people are
curled u...
Percentage of Tablet Users by Platform Who Use Smartphone Platforms
Source: comScore MobiLens, U.S., 3 Month Avg. Ending D...
MOBILE HAS THE ABILITY TO MARKET TO CIRCUMSTANCE
MOTIVATIONS + BEHAVIORS
TO 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

TECHNOLOGY

BEHAVIOR:
PLANNING EVERY
MOMENT OF HER DAY
MOTIVATION?
BEHAVIOR?
TECHNOLOGY?

26
FUNCTIONAL + EMOTIONAL
NEED?
FUNCTIONAL NEED = WHAT’S THE TOOL/TECHNOLOGY SOLUTION?
EMOTIONAL NEED = WHAT’S THE CONTENT/ST...
FUNCTIONAL
EMOTIONAL
STORYTELLING
Stories give us context and context help us with understanding
We are wired for narrative construction
TECHNOLOGY
MAKE IT ALL INTUITIVE

31
KNOW THE LIMITATIONS, THE PRODUCT ROADMAPS,
THE USE-CASES AND MOST IMPORTANT, THE UI
33
THIS IS THE WEB TOMORROW

34
MOBILE IS NOT A
‘BOLT-ON’ SOLUTION
GO DIGGING FOR CONTEXT
UNDERSTAND THE MOTIVATIONS + BEHAVIORS
FUNCTIONAL AND EMOTIONAL NEEDS
UNDERSTAND THE TECHNOLOGY, LI...
FOCUS ON PEOPLE
Because there will always be another shiny object, screen, device...
but people should always remain at th...
THANKS

See you on the internets.
@kaylam
A consumer-first approach to mobile strategy.
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A consumer-first approach to mobile strategy.

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My Digiday Mobile Innovation Summit presentation on how to take a consumer-first approach to mobile marketing.

Published in: Marketing, Technology, Business
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Transcript of "A consumer-first approach to mobile strategy."

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