mentor presentation: how to focus on the consumer
DESCRIPTION
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.TRANSCRIPT
Putting people at the center of our communications strategies
@kaylam
A CONSUMER-FIRST APPROACH TO MOBILE STRATEGY
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MEANING
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CREATE RELEVANCEThursday, November 21, 13
CONTEXTThursday, November 21, 13
UNDERSTAND OUR AUDIENCEThursday, November 21, 13
INSIGHTS COME FROM:
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INSIGHTS COME FROM:
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WE OFTEN GO DIGGING FOR THE ‘WHAT’ AND THE ‘WHEN’
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BUT CONTEXT IS IMPORTANT...Thursday, November 21, 13
WHICH ASKS THE QUESTIONS ‘HOW’ AND ‘WHY’
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SO HOW DO WE DO THIS?
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GO DIGGING FOR CONTEXT
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GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS
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GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS
FUNCTIONAL AND EMOTIONAL NEEDS
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GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS
FUNCTIONAL AND EMOTIONAL NEEDSUNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL
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GO DIGGING FOR CONTEXTTO BETTER UNDERSTAND OUR AUDIENCE
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Relevanceconversationfeeling physicalnetworkactivityinformation
Just-in-Time
day-partingon-the-fly
intermissiondowntimeweather-
basedprogrammatic
Contextprofessional
socialcultural
economicfun
technicaleducational
“anywhere”
“anytime instantly”&
“personal”
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CONSUMERS ARE NOW ‘DIGITAL OMNIVORES’
Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet Platforms Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013
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.
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19Percentage of Tablet Users by Platform Who Use Smartphone Platforms
Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012
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MOBILE HAS THE ABILITY TO MARKET TO CIRCUMSTANCE
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we are social beings
MOTIVATIONS + BEHAVIORSTO SOLVE FOR PAIN AND PASSION POINTS
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MOTIVATION: ALWAYS BE PREPARED
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MOTIVATION: ALWAYS BE PREPARED
BEHAVIOR: PLANNING EVERY
MOMENT OF HER DAY
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MOTIVATION: ALWAYS BE PREPARED
BEHAVIOR: PLANNING EVERY
MOMENT OF HER DAYTECHNOLOGY
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MOTIVATION?BEHAVIOR?
TECHNOLOGY?
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FUNCTIONAL + EMOTIONAL NEED?
FUNCTIONAL NEED = WHAT’S THE TOOL/TECHNOLOGY SOLUTION?EMOTIONAL NEED = WHAT’S THE CONTENT/STORY SOLUTION
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FUNCTIONAL
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EMOTIONALThursday, November 21, 13
STORYTELLINGStories give us context and context help us with understanding
We are wired for narrative construction
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TECHNOLOGYMAKE IT ALL INTUITIVE
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KNOW THE LIMITATIONS, THE PRODUCT ROADMAPS, THE USE-CASES AND MOST IMPORTANT, THE UI
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THIS IS THE WEB TOMORROW
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MOBILE IS NOT A ‘BOLT-ON’ SOLUTION
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GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS
FUNCTIONAL AND EMOTIONAL NEEDSUNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL
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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.
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See you on the internets.THANKS
@kaylam
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