More and more brands are focusing time and energy on creating a mobile-first ethos within their brand ecosystem. Looking to a near future where many interactions consumers have with a brand will be through the scrim of a digital screen, what considerations and implications should brands concern themselves with when looking to engage a mobile-only consumer? How have brands like Mercedes-Benz, Sainsbury, and Google created mobile user experiences that have enhanced their brand reputation with their targeted audiences?
This lecture delves into those core issues:
Some top considerations and implications discussed in the lecture:
- Consumer identity increasingly tied to mobile
- Identity management and privacy- first ethos are must haves to earn trust
- Wearables will become mobile digital assistants
- Pinpoint personalization is an expectation now, even if it’s still many years out