The Mobile Consumer

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NiUG Conferenc e Austin, TX April 22-24, 2013 iMIS Mobile Angelia Moore Advanced Solutions International Suzanne Carawan Golden Goose Marketing

description

This presentation discusses the changes that have occurred in expectations and perceptions now that social and mobile have shifted the power to the consumer.

Transcript of The Mobile Consumer

Page 1: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

iMIS Mobile

Angelia MooreAdvanced Solutions International

Suzanne CarawanGolden Goose Marketing

Page 2: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

The Mobile Consumer

Designing from the User Viewpoint

Page 3: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

User-Centric Design

• You don’t matter. Nor does: Your tastes, opinions, preferences, likes Who you know and talks to you Your peer-group Your executives’ opinions, board, squeaky

members etc

• UNLESS: You are your target market

Page 4: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

Why Do We Care?

• Attention• Activation• Adoption

Page 5: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

The Mobile Consumer

Members read email on mobile

Page 6: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

The Mobile Consumer

People actively look for information

Page 7: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

Be there when your members are waiting

Page 8: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

Members expect one experience

Page 9: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

First inquiry on mobile; research on computer

Page 10: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

Target group without smartphones is the exception

Page 11: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

The Mobile Consumer

• Process of finding information changed

• Experience is key• Information on-the-go• Consumer-level expectations

regardless of location or information provider

Page 12: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

Serving the Mobile Consumer

• DIFFICULT! Don’t distinguish between brands (you

v. Nike) Additive! Social creatures! Budgets/resources aren’t increasing More, more, more software & new tech

to learn and manage

Page 13: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

Questions to Ask

1. How do you compare with Coca-Cola?

2. How do you compare with Zappos?3. How do you compare to CNN?4. How do you look?5. How do you make the jump?

Page 14: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

Mobile Landscape

Everybody’s Got One

Page 15: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

EventsMembership

Publications Social Networking

Ecommerce

Donations/FR

Page 16: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

Mobile Management

• Different CMS systems• Sync v. real-time• Analytics• Graphics• More project management!

Page 17: The Mobile Consumer

NiUG Conference

Austin, TX April 22-24, 2013

iMIS 20 Mobile is Here

RiSE to the Challenge