Does your brand need a mobile-specific strategy?

HYPE-BUSTERS@kaylam

MOBILE IS NOT THE FUTURE:MOBILE IS HERE TODAY

THERE ARE 3.93 BILLION MOBILE PHONE USERS WORLDWIDE, REPRESENTING 56% OF THE GLOBAL POPULATION

SMARTPHONES ACCOUNT FOR 24% OF MOBILE PHONE USERS WORLDWIDE, OR 13.5% OF THE TOTAL POPULATION

BY 2016 WORLDWIDE SMARTPHONE PENETRATION AMONG MOBILE PHONE USERS IS SUPPOSED TO INCREASE TO 45%SMARTPHONES ARE CHANGING THE DIGITAL LANDSCAPE:

MOBILE WEB SUBSCRIPTIONS 2:1 BROADBAND SUBSCRIPTIONSIDC CLAIMS THAT BY 2015 MORE AMERICANS

WILL ACCESS THE INTERNET VIA MOBILE VS PCIPAD GROWTH = 3X IPHONE GROWTH

MOBILE IS NOT A ‘BOLT-ON’ SOLUTION

TRUTH #1

humans want to be entertained

BRAND STORYTELLING

CONSUMER STORYTELLING

PRODUCT STORYTELLING

TRUTH #2

context drives content (and sometimes content drives context)

MOBILE HAS THE ABILITY TO MARKET TO CIRCUMSTANCE

TRUTH #3

mobile fuels other digital & traditional behaviors

MOBILE ACTS AS CONNECTIVE TISSUE BETWEEN OTHER CONSUMER TOUCH POINTS

TRUTH #4

motivations rarely change; behaviors change often

THINK OF TECHNOLOGY AS AN ENABLER FOR BEHAVIOR CHANGE

SO WHAT?Where do I go from here?

Make sure your marketing strategies fulfill the intrinsic needs and wants of your customer.

Provide utility and not noise.

PUT YOUR CONSUMER FIRST

EMBRACE STORYTELLINGContent experiences are brand stories.

Don’t focus on single strategy messages but rather tell stories through rich content engagements.

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HOW?

Stop focusing on the container.Your customers will consume the content when and where they want to.

Just be there with meaningful and optimized content.

FOCUS ON THE CONTENT

AUGMENT YOUR CONTENT STRATEGYDevelop well-designed user interfaces to connect with people in contextually relevant ways.

CONTEXT DRIVES RELEVANCEFocus on finding those moments where your consumer is in a mindset

to be open to and engage with your content. Make it meaningful and purposeful based on time, location, and circumstance.

DESIGN FOR CONNECTED EXPERIENCESCreate content experiences that are fluid between mobile, tablet, desktop, and IRL.

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BUILD A SOLID CMS AND TRACK EVERYTHINGManage your content so that it optimizes for the right experience at any screen, anytime.

Timely analytics become your best friend in learning about your customer and where and when they engage with your brand.

LOAD DATA [LOW_PRIORITY | CONCURRENT] [LOCAL] INFILE 'file_name' [REPLACE | IGNORE] INTO TABLE tbl_name [PARTITION (partition_name,...)] [CHARACTER SET charset_name] [{FIELDS | COLUMNS} [TERMINATED BY 'string'] [[OPTIONALLY] ENCLOSED BY 'char'] [ESCAPED BY 'char'] ] [LINES

ITERATESet up your organization structures with flexibility for experimentation.

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FOCUS ON PEOPLE NOT THE TECHNOLOGY

Because there will always be another shiny object, screen, device...but people should always remain at the center of your communications strategies.

TRUTH #5

if it is uncomfortable, you are probably on to something big

See you on the internets.THANKS

@kaylam