Mobile Bootcamp Closing Keynote: "Creating Emotional Moments on Mobile"

Kiip: Creating Emotional Moments on Mobile

C AU G H T U P I N T H E M O M E N T

This is a story about moments. It starts with a moment of inspiration.

Moments, abused.

Acknowledgment and reciprocity was the key.

Fast Company’s Top 50 Most Innovative Companies in the World(WE BEAT MICROSOFT!)

Soon, we found moments everywhere.510 million of them per month.

1,500 apps integrated.75 million devices each month.

39 million rewards delivered per month.

Our evolution: what other moments were in a consumer’s day?

It wasn’t just about a reward. It was about feeling acknowledged.

It wasn’t just about a reward. It was about feeling acknowledged.

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A Reward from CampbellsApril 26, 2013, 12:44 PMA Reward from CampbellsApril 26, 2013, 12:44 PM


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10.5% of those shown a reward claim it with an e-mail.

have completed a to-do list.women have logged a run.moms have bookmarked a recipe in Austin, Texas.


23,454


23,4546,545


23,4546,54536

Why moments?

Twitter is a series of ‘now’ moments, while there are other platforms that are about yesterday's moments. Marketing is all about owning the ‘now’ moment.

“

- Adam Bain, CRO, Twitter

MOBILE SEARCH MOMENTSUNDERSTANDING HOW MOBILE DRIVES CONVERSIONS

3 of 4 mobile searches trigger follow-up actions

Mobile searches drive valuable

outcomes for businesses

Actions triggered by mobile search

also happen very quickly

of conversions (store visit, phone call or purchase) happening within an hour55%

On average, each mobile search triggers

nearly 2 follow-up actions

Product & shopping searches have a

Mobile search is always on, happening

on the go, at home and at work

of mobile searches occur at home or work; 17% on the go77%

36%

Continued

Research

25%

Visited a Retailer’s

Website

Shopping queries are 2x more likely to be in storeMobile Search Ads

Mobile is a series of moments.

MORNING

AFTERNOONE

VENING

LOGGEDworkout

MAKESplaylist

FINISHESto-do list

ACHIEVEShigh score

WATCHESnew show

REVIEWSnew recipe

We live in moments. We consume in moments. We want things now.

Understanding and pinpointing emotion.

VELOCITY, TIME OF DAY


PMT Precision Moments Targeting

TIMELINESSTIME-OF-DAY, MINDSET,

FREQUENCY

HISTORICAL REDEMPTION RE-REWARDING



UNIQUE INSIGHTSDEFINING MOMENTS TO OWN

PMT

MORNING

AFTERNOONE

VENING

Precision Moments Targeting

Billions of moments, billions of opportunities to delight.

A crisis in consumers’ mindsets.

MomentsMoments

MediaConversion

CRM/Loyalty

DataSocial

Content/Creative

Doing more with the moment.

Building loyalty in the moment.

Moments off the device.

Looking beyond: moments off the device. The right reward for the right moment.

Doing it right.

Serendipity, surprise, delight, and respect.

It’s about being human.

WHAT’S YOUR MOMENT?

SPORTS

COOKING

CELEBRATION

PRODUCTIVITY

JFDI

CLUMSY

BEAUTY

SOCIAL

UNPARALLELED

WINNING

GOALS

WINNING

DINING

[email protected]

twitter.com/brian_wong

www.kiip.com

mailto:[email protected]

mailto:[email protected]

http://www.kiip.com

http://www.kiip.com

Mobile Bootcamp Closing Keynote: "Creating Emotional Moments on Mobile"

Technology

Transcript of Mobile Bootcamp Closing Keynote: "Creating Emotional Moments on Mobile"