“Mobile first.” “Mobile only.” These are grand visions and mantras bandied about at industry conferences, consultancies, and within the confines of many brands’ marketing departments. What issues and implications ought a brand consider when undertaking an mobile-first initiative? What issues drive a consumer experience where the user truly is mobile-only in her mindset? How have brands like Burberry, Durex, Macy’s, Google, and Movistar leveraged mobile to create a mobile user experience that enhances their brand reputation with their targeted audiences? This lecture delves into these issues:
Some top considerations and implications discussed in the lecture:
- Whether to design for HTML5 or native app
- “Real time” personalization is becoming a consumer expectation
- Native apps still give brands the most control over consumer experience
- Consumer “experience” is more than a mantra, it’s a core value, a philosophy