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