DMC 2013. Brian Wong. Чего хотят пользователи, или новая...

C AU G H T U P I N T H E M O M E N T

This is a story about moments. It starts with a moment of inspiration.

Moments, abused.

Acknowledgment and reciprocity was the key.

Fast Company’s Top 50 Most Innovative Companies in the World (WE BEAT MICROSOFT!)

Our evolution: what other moments were in a consumer’s day?

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.

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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A Reward from CampbellsApril 26, 2013, 12:44 PM

Here’s a reward for Unlocking an Achievement

KIIP REWARDS

Your Reward from Dannon

10.5% of those shown a reward claim it with an e-mail.

Advertising + Loyalty

have completed a to-do list. women have logged a run. moms have bookmarked a recipe in Moscow. !

23,454  6,545  34  

Why moments? !

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

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

Mobile is a series of moments.

MORNING

AFTERNOONE

VENING

LOGGEDworkout

MAKESplaylist

FINISHESto-do list

ACHIEVEShigh score

WATCHESnew show

REVIEWSnew recipe

We live in moments. We consume in moments. We want things now.

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.

Understanding and pinpointing emotion.

Billions of moments, billions of opportunities to delight.

A crisis in consumers’ mindsets.

MomentsMoments

Media

Conversion

CRM/Loyalty

Data

Social

Content/Creative

Doing more with the moment.

Building loyalty in the moment.

Moments off the device.

Looking beyond: moments off the device. The right reward for the right moment.

Doing it right. !

Best Practice: Natural Moments

Serendipity, surprise, delight, and respect.

It’s about being human.

WHAT’S YOUR MOMENT?

SPORTS

COOKING

CELEBRATION

PRODUCTIVITY

JFDI

CLUMSY

BEAUTY

SOCIAL

UNPARALLELED

WINNING

GOALS

WINNING

DINING

brian@kiip.com twitter.com/brian_wong www.kiip.com