Abstract: Marketers and advertisers now have the duty to society to market to people through moments in order to improve their
lives and build brand relationships. People are achievement oriented and this is spilling over into all aspects of their lives as part of the “connected” generation. Mobile, no matter what device you are interacting with, is about a series of moments within connected devices via apps or mobile sites. We, as brand makers, need to change our focus of delighting, gifting and thanking someone in the right moment. By delivering something of value while capitalizing on positivity and happiness of connected people, we can bring advertising to a new era of relevance and true value. Brian Wong and his company Kiip are driving this movement.
Because people are achievement oriented, they want the possible experiences or moments in their pocket and the rewards that come from this. These moments are not only times like “leveling up” in a gaming app, but also the “moments” had through apps pertaining to music, productivity, recipes, fitness and the list goes on. Brian wants to embed into the future experiences that people have already downloaded onto their phone and are already experiencing. These rewards or gifts or thank yous need to be serendipitous to the audience. This will allow advertisers to build their brand and brand relationship between the consumer and the brand. “Rewards don’t define behavior; behavior should define rewards” –Brian Wong.
Brian speaks about how leveraging permissions (how users are used to being marketed to) have not yet been established for mobile, so why do we not establish it around congratulating and gifting? This can be accomplished by understanding the relationship between connectivity and brands and the implications to the brand. Brian brought up six different items that examine these implications to the brand and audience.
- Every-screen, seamless. The advertisements on every screen that users can possibly be connected to need to be displayed in a seamless, easy to process fashion.
- The challenge: UX + Brands. There are new apps with new interfaces and user interaction that are taking over (like binary methods with Tinder). The future goal is to have experiences between interfaces to enable users to never have to worry about anything. Connected devices are bringing this to us by tracking our behaviors and personalities and giving us what we need when we need it.
- Connected devices: Moments. Pre-Intent. How can brands add value by understanding a user’s intent before they have to tell their devices what they are wanting to do. This will all be happening without us having to preform searches based off of intent triggers.
An example of a succession of these triggers is someone driving to the movie theater and buying movie tickets in their car and then their car gives them directions to a parking spot picked out just for them at the theater. On their way back from the movie, their car already has the sound track from the movie loaded to the sound system and they can listen to it on the way home.
An example to use this idea to make “experiences” better for users is use a brethometere (a bluetooth device to measure your drunkness) and if you are on the line or over – a brand can reward you for a credit for a Lyft or Uber home.
Advertisers can not only give tangible items to users, but also can give content. If your kid brushes teeth for three days in a row – they can unlock a Disney show as a reward.
- Predictive Productivity / AI. AI is going to make our lives much more convenient because brands will be able to add value to where their consumers are going to spend 80% of their time. Through being able to do this, predictive productivity will improve device convenience and overall quality of life.
- Instant gratification/ On Demand. We want to be fulfilled and gratified right away. We are now called the “connected or instant” generation. Having advertisers capitalize on these moments and giving people what they need and when will allow us to have the instant gratification we crave.
- New forms of content for brands to take into consideration. Brands need to produce new content for new services or apps that become part of people’s daily lives throughout time. This will be an ever evolving task because each year services and apps that consumers use change drastically.
- Finally, messaging, connected input. Connected input is when you tell one device what we want and then have a domino effect of things happen after due to automated devices. This is tying in pre-intent. Your devices should know what to do based off of your personality and habits based off of what you were doing.
Throughout working through these seven points, brands, marketers and advertisers can change the way the target and interact with consumers. According to Brain, the main question you as a brand should ask is, what moment will you add value you in?