matthews --mobile expectations
TRANSCRIPT
“Becoming the Brand that Pioneers !
Mobile Expectations”!!
By: @MobileMatthews!!
about.me/MichaelMatthews
Answering Wants: Easy!!!!Uncovering Desires: Hard!!!!Creating Expectations: $$$!!
“Mobile” Consumers!
“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” !
Today’s goal:!!!!!
I’ll present a current consumer desire…!
Today’s goal:!!
…And you think of one idea that makes most sense for your
brand!
“What if my peer influence was
worth something?”!
Consumer Desire!
Solution to desire!
Social Payment/!reward Systems!
Example technology!
Consumer Desire!
“Help me feel like two hours of ‘Angry
Birds’ is worth something ”!
Solution to desire!
Reward Incentives !!
(Not Redeem Incentives)!
Example technology!
Consumer Desire! “I’d like a reason
to go outside and play”!
Solution to desire!
Real-world gaming!
Example technology!
Example technology!
Consumer Desire!
“I need something beyond reminding me to buy or use your product”!
Solution to desire!
CRM / Compliance Rewarding systems!
Example technology!
“What if my peer influence is worth something?”!
“Help me feel like 2 hours of ‘Angry Birds’ was worth it”!
“I’d like a reason to go outside and play”!
“Is there something beyond just reminding me to buy or use your
product?”!
} Desire !to be !rewarded
“What if my peer influence is worth something?”!
“Help me feel like 2 hours of ‘Angry Birds’ was worth it”!
“I’d like a reason to go outside and play”!
“Is there something beyond just reminding me to buy or use your
product?”!
Brand Ambassador tools!
Awareness!
Trial/Purchase!
CRM!
Consumer Desire! “I expect brands to
be on all my devices, but what if each device played off
each other”!
Solution to desire!
Transmedia Storytelling !
Example technology!
Example technology!
Consumer Desire!
“I’d rather be shown than told” !
Solution to desire!
Rich media > Text!
Example technology!
Example technology!
Consumer Desire!
“I prefer using more senses than
just ‘sight’” !
Solution to desire!
Sensory Marketing!(Ex: Audio Tagging)!
Example technology!
♫ ♪
“I expect brands to be on all my devices, but what if each device
played off each other?”!
“I prefer using more senses than just ‘sight’”!
“I’d rather be shown than told”!} Desired!Methods of!communication
“Industry-accepted” desires we’re not talking about today!
!
“Make all media clickable”!!
“Turn my phone into a coupon wallet”!!
“Synch my credit card to my check-ins”!!
“Options beyond app downloads”!!!!!