According to Forrester, “a mobile moment is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context. ... Be there, and your customers will come to depend on you, deepening their loyalty and providing valuable information that your company can use to further improve the relationship.”
Are you mapping your customers’ mobile moments and building strategies and tactics that deliver relevant value where and when your customers will appreciate a reward the most? Brian Wong, CEO and founder of Kiip, is.
This past October, CMO.com editor-in-chief Tim Moran interviewed Wong, an industry thought leader and service provider in the mobile moments movement. Since then, Wong’s team has been building out its network of connected devices and apps for a variety of brands that understand the importance of customer mobile moments.
I spoke with Wong to get insights from his latest work and keynote at the 2015 Cannes Lions IoT and connected device program.
CMO.com: Is the pace of brand and agency adoption to harness mobile moments gaining traction? In your previous CMO.com story, you said, “Kiip is focused on all demographics because everyone who is using a smartphone is in the same generation. This makes us all the connected generation.”
Wong: Yes. I am seeing brands across the board adopting a moments approach, and it is accelerating. Google is using “micro moments’’ in their entire marketing approach with brands. At P&G, brand groups are developing moment maps. PepsiCo/Frito-Lay looks at demand moments as a way to map out their media buying and to develop their marketing strategies. Facebook launched an app called Moments. Universal McCann’s global media-buying platform uses moments-based media planning, and they are building their planning and buying capability here. Not every client will buy into this, but there already are clients who are using moments.
If my Cannes keynote was an indication of mobile-moment adoption, my session was jam-packed. This was the first year at Cannes where there was an entire track devoted to innovation, IoT, and connected devices. I presented a recent use case with our client, Campari, and it had a very positive reception. Many attendees came up to me and said that now was the time to start developing a moment approach for their brands. Moments are at the verge of exploding in terms of marketer adoption.
CMO.com: Why do you think brands and agencies think the time is right to use a moments approach?
Wong: Generation Y, Z, and the Millennials are significant generations because they are the first generations whose behavior patterns are truly born from being always-on. The first device any of them probably owned would have been a 3G phone. There is no such thing as being offline for this generation.
So why is this important? Older generations, even though they are also now connected and always on, grew up seeing the progression and transition of traditional media to new media. We grew up with banners ads in the original Internet advertising formats 15 to 20 years ago, and we knew they were ads. These new generations don’t even know what a banner ad is. We should not even be talking about old digital advertising formats for these generations.
Why this is important for brands and agencies to understand is that today’s always-on generations don’t want ads served up to them; they want instant gratification in moments that are important to them.
CMO.com: What do CMOs and their teams need to do to get started?
Wong: What brands need to do is identify some type of a “moment” strategy. I do believe that moments are inherently mobile. You can call it whatever you want, but across all of your products and channels, there are consumers interacting with you. Audit where they are feeling something. You will encounter something quite powerful. And that’s where you can begin to unearth other opportunities that emerge.
Kiip is building a hub of moments for a person’s entire day so that we can help brands move from marketing to consumers to providing value that is relevant to consumers when and where they want it most. Kiip isn’t limited to just the smartphone or an app. The moment as a currency, to us, is the most compelling thing because it’s quantifiable, but it’s also inherently human, and it is in these moments that occur across other connected devices that the future of engagement can occur.
CMO.com: Let’s get back to your keynote at Cannes. What did you show and why does it matter?
Wong: We have some very interesting insights from a CSR campaign that focused on having Campari reward people with a safe ride home if they were likely to be out and about and at risk for drunk driving. Campari owns well-known brands, like Skyy Vodka, Wild Turkey Bourbon, and American Honey. Each brand ran campaigns with Kipp where in the evening day-part moments on Thursday to Saturday, people would be rewarded with a $5 Lyft credit for a safe ride home. We geofenced and time-targeted people. For example, if someone was in SoHo on a Friday at 10 p.m., they would most likely be at a bar and would appreciate a credit for a safe ride home.
The reason why this use case is so significant is, if you think about it, CSR is one of the big four advertising categories out there, and all of the alcohol brands are using the same old statement–“Please drink and drive responsibly”–because regulations require it. So what we've done is taken something that is historically very yawn-worthy and turned it into something exciting that targets the moment.
One of the other interesting things that we did in this use case was to wrap it all together by incorporating a new connected device, Breathometer, a mobile technology personal breathalyzer device and app that people carry on them that enables users to monitor their alcohol consumption to detect their blood alcohol level, helping drinkers make educated choices regarding their actions. Kiip is integrated into the connected device and the app so we can see individual signals. ... This is awesome because Kiip and its brand partners are acting when it really matters.
CMO.com: What are your predictions for the next few years?
Wong: I think we will see more brands asking themselves: “What is our brand’s mobile moment strategy?” Think about the Super Bowl XLVII Oreo social-media moment a few years ago when the lights went out in the Super Dome and the Oreo team executed that now famous tweet: “Power Out? No problem. You can still dunk in the dark.” It could be argued that this very impactful tweet came about because the Oreo’s brand had a moment-based strategy in place.
I think we will also have a cross-device metric that goes all the way to conversion rather than just measuring exposure. This has been a desire for a long time, but it is becoming more achievable as payments on your smartphone bridge the gap of what you see on your phone, where a message is exposed, to what you pay for with your phone. Now we have this link. Then I think ad buys will be based on revenue lift from an ad’s exposure. This is scaring the crap out of fluffy advertising platforms that never knew how to rationalize their platform in terms of performance.
Last, I think we are going to see more hardware and software apps developed for more specific purposes. Throughout the day, we're connected to our smartphones. We reach fitness goals in the morning, listen to music on our commutes to work, complete productivity tasks during the afternoon, use recipe apps in the evening, play mobile games at night. We reach dozens of achievement moments every day, all inside the most personal device we own–our smartphone. Each of these moments is an opportunity for brands to connect with consumers and provide value in real time.