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.

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