Tim Reis of Google was the opening speaker at the first event I attended at SXSW Interactive. He spoke about buckets — Social, Local and Mobile buckets and how consumers don’t see these buckets but marketers should. He said consumers are constantly connecting and weave from one app to the next. ”Device is not as important as context,” he said. ”Intent x Context = Direction we are going!”
He suggested that as marketers, we look at friction points. We need to make things as easy and as transparent as possible for the consumer. For example, if you are using an app in a store, the app should know through the GPS where you are and reorder things as you walk around.
He also talked about the lean back concept. ”Most people are on their mobile devices when they watch TV. And mobile doesn’t necessarily mean cell phone or iPad, it also means a laptop computer.”
Ninety percent of all people use two devices at the same time. That is why, we need to rethink our marketing strategies to address those people, he noted.
There were a ton of examples he shared including:
- Nike+ App — This integrates mobile and social.
- Chevy 2012 SuperBowl App – Preview ads and each person, once signed in, received a specific license plate. If your license plate appeared in any of the online ads, you could win a new car.
- Map of the store
- Mobile coupons
- Reward Card
- Partnership with other brands
DISCLOSURE: NO CONNECTION, UNPAID, MY OWN OPINIONS
I have not received any compensation for writing this content and I have no material connection to the brands, topics and/or products that are mentioned herein.