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

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

2. MEANING

3. CREATE RELEVANCE

4. CONTEXT

5. UNDERSTAND OUR AUDIENCE

6. INSIGHTS COME FROM:

7. INSIGHTS COME FROM:

8. WE OFTEN GO DIGGING FOR THE
‘WHAT’ AND THE ‘WHEN’

9. BUT CONTEXT IS IMPORTANT...

10. WHICH ASKS THE QUESTIONS
‘HOW’ AND ‘WHY’

11. SO HOW DO WE DO THIS?

12. GO DIGGING FOR CONTEXT

13. GO DIGGING FOR CONTEXT
UNDERSTAND THE MOTIVATIONS + BEHAVIORS

14. GO DIGGING FOR CONTEXT
UNDERSTAND THE MOTIVATIONS + BEHAVIORS
FUNCTIONAL AND EMOTIONAL NEEDS

15. GO DIGGING FOR CONTEXT
UNDERSTAND THE MOTIVATIONS + BEHAVIORS
FUNCTIONAL AND EMOTIONAL NEEDS
UNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL

16. GO DIGGING FOR CONTEXT
TO BETTER UNDERSTAND OUR AUDIENCE

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. 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. Percentage of Tablet Users by Platform Who Use Smartphone Platforms
Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012
19

20. MOBILE HAS THE ABILITY TO MARKET TO CIRCUMSTANCE

21. MOTIVATIONS + BEHAVIORS
TO SOLVE FOR PAIN AND PASSION POINTS

23. MOTIVATION:
ALWAYS BE PREPARED

24. MOTIVATION:
ALWAYS BE PREPARED
BEHAVIOR:
PLANNING EVERY
MOMENT OF HER DAY

25. MOTIVATION:
ALWAYS BE PREPARED
TECHNOLOGY
BEHAVIOR:
PLANNING EVERY
MOMENT OF HER DAY

26. MOTIVATION?
BEHAVIOR?
TECHNOLOGY?
26

27. FUNCTIONAL + EMOTIONAL
NEED?
FUNCTIONAL NEED = WHAT’S THE TOOL/TECHNOLOGY SOLUTION?
EMOTIONAL NEED = WHAT’S THE CONTENT/STORY SOLUTION

28. FUNCTIONAL

29. EMOTIONAL

30. STORYTELLING
Stories give us context and context help us with understanding
We are wired for narrative construction

31. TECHNOLOGY
MAKE IT ALL INTUITIVE
31

32. KNOW THE LIMITATIONS, THE PRODUCT ROADMAPS,
THE USE-CASES AND MOST IMPORTANT, THE UI

33. 33

34. THIS IS THE WEB TOMORROW
34

35. MOBILE IS NOT A
‘BOLT-ON’ SOLUTION

36. GO DIGGING FOR CONTEXT
UNDERSTAND THE MOTIVATIONS + BEHAVIORS
FUNCTIONAL AND EMOTIONAL NEEDS
UNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL

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.

38. THANKS
See you on the internets.
@kaylam