DMC 2013. Brian Wong. Чего хотят пользователи, или новая...
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Transcript of DMC 2013. Brian Wong. Чего хотят пользователи, или новая...
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C AU G H T U P I N T H E M O M E N T
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This is a story about moments. It starts with a moment of inspiration.
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Moments, abused.
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Acknowledgment and reciprocity was the key.
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Fast Company’s Top 50 Most Innovative Companies in the World (WE BEAT MICROSOFT!)
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Our evolution: what other moments were in a consumer’s day?
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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.
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It wasn’t just about a reward. It was about feeling acknowledged.
EXCLUSIVE CONTENT
COUPONS
ACCESS
FEATURES
CREDITS
BRANDED TIPS
EXTERNAL POINTS
VIRTUAL CURRENCY
INFLUENCER REWARDS
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Terms & Privacy
Here’s a reward for Unlocking an Achievement
Enter your email
A Reward from CampbellsApril 26, 2013, 12:44 PM
Here’s a reward for Unlocking an Achievement
KIIP REWARDS
Your Reward from Dannon
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10.5% of those shown a reward claim it with an e-mail.
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Advertising + Loyalty
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have completed a to-do list. women have logged a run. moms have bookmarked a recipe in Moscow. !
23,454 6,545 34
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Why moments? !
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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
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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
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% 25%
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Shopping queries are 2x more likely to be in storeMobile Search Ads
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Mobile is a series of moments.
MORNING
AFTERNOONE
VENING
LOGGEDworkout
MAKESplaylist
FINISHESto-do list
ACHIEVEShigh score
WATCHESnew show
REVIEWSnew recipe
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We live in moments. We consume in moments. We want things now.
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TIMELINESS TIME-OF-DAY, MINDSET, FREQUENCY
HISTORICAL REDEMPTION RE-REWARDING
VELOCITY, TIME OF DAYVELOCITY, TIME OF DAY
UNIQUE INSIGHTS DEFINING MOMENTS TO OWN
PMT
MORNING
AFTERNOONE
VENING
Precision Moments Targeting by Kiip
Native not only in UX, but in the moment itself.
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Understanding and pinpointing emotion.
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Billions of moments, billions of opportunities to delight.
A crisis in consumers’ mindsets.
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MomentsMoments
Media
Conversion
CRM/Loyalty
Data
Social
Content/Creative
Doing more with the moment.
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Building loyalty in the moment.
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Moments off the device.
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Looking beyond: moments off the device. The right reward for the right moment.
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Doing it right. !
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Best Practice: Natural Moments
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Serendipity, surprise, delight, and respect.
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It’s about being human.
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WHAT’S YOUR MOMENT?
SPORTS
COOKING
CELEBRATION
PRODUCTIVITY
JFDI
CLUMSY
BEAUTY
SOCIAL
UNPARALLELED
WINNING
GOALS
WINNING
DINING