Three steps to appropriately use context to drive both value and differentiation in our marketing experiences.
Over the past year, we're finally seeing an upswing in the talk of truly designing for mobile first in overall user and marketing experiences. As mobile grows into the main digital engagement channel, it's important to remind ourselves in the near future of the importance of "context." The classic mistake we continue to see are brands applying the same model for the web to the mobile screen - resizing the experience for the small screen, and in a lot of cases, a similar banner tossed on the top or bottom of the screen.
As marketers, we need to continue to remind ourselves that a mobile experience is much more than just a mobile website. Mobile experiences continue to evolve from limited, urgent, on-the-go interactions to highly engaged and convenient experiences. Many technological forces continue to drive this - advanced devices, robust browsers, LBS, 4G networks, and app and mobile dev frameworks. Convenience is now a main driver of mobile interactions (being able to get things done while waiting in line for coffee or at the airport), but beyond pure convenience, mobile devices offer context; and that very important feature will continue to allow marketers to refine user experiences.
When context is folded into the mobile experience, we can not only anticipate consumer behavior, but use it to personalize the experience. Context includes data that can help drive personalization such as location coordinates, weather information, environmental conditions, sound, speed, altitude, and the list goes on. It's provided by the combination of all the attributes of advanced devices and combinations of their features: GPS, camera, light sensors, compass, gyroscope, microphone, etc.
Context-related capabilities will only grow in the future. Technology innovation will add more sensors, multiple cameras for depth and 3D capabilities, more processing power, and faster data access. We're already seeing improved mass market voice-controlled experiences over the previous generation with the launch of Siri. All these elements provide an arsenal of data points, and marketers as well as technology companies are beginning to find unique ways of combining these elements with CRM data. Customer preferences, interests, and attitudes merged with specific individual mobile data provides the environment to create powerful marketing tools and experiences.
Context presents an opportunity but also a challenge. How do we appropriately use this context to drive both value and differentiation in our marketing experiences? A simple approach can include the following steps:
As we continue to see the progression of marketing campaigns designed first for mobile, let's continue to challenge ourselves to drive real value through the entire context of the user.
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For the past four years Jason Dempsey has lead Moxie's Technology department with his futuristic thinking and innovative ways. He is constantly pushing his team of 50 to challenge the conventional ways of thinking and develop unique and unprecedented programs and rich Internet applications for Moxie's clients. Being that he oversees the entire department, Dempsey works on all of Moxie's brands from Coca-Cola to 20th Century Fox to Verizon Wireless.
After graduating from Vanderbilt University, Dempsey began working for Accenture where he became immersed in the technology world. During his seven years there, he grew with the company and ultimately became an application project manager where he successfully managed project teams of 12 functional and technical resources through development, lifecycle, and delivery within budget on an aggressive timetable. He learned the ins and outs of the project management, business analysis, functional specifications, technical management, and implementation at Accenture. In 2004 he left to join Impact Innovations Group where Dempsey served as the IT optimization manager. His responsibilities included overseeing all areas of IT analysis and delivery for over $80 million franchise operations. After Impact Innovations, Dempsey went on to work for BellSouth Technology Group before joining Moxie Interactive in 2006.
Dempsey currently lives in Atlanta, GA.
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