For the Drawing and Imaging Final Project, we went through several processes in order to get the last piece. The first step was
1. What drives brands to develop content experiences for their audiences?
Brands who are able to successfully develop content experiences can get consumers to become more loyal or familiar with the company. Content experiences gives companies a chance to connect with their consumers and create brand awareness. This sets a long lasting impression in the consumers mind and they can relate their experiences with the company when they are looking for products to purchase. They can also give consumers a more personal feel to the company and bring the companies down to the level of the consumer in order for them to develop a deeper relationship.
2. What role do social media play in relation to mobile marketing?
Social media plays a role in getting a brand to become recognized by creating these tags or or posts to connect with consumers. The consumers could share their love for companies and express the experiences they have with the company. As Luke said mobile has always played a major part with being able to spread the word about products. We started off with mobile by being able to first call each other and then texting each other. Now our technology is becoming more refined and enhanced and social gives us more opportunities to connect. Mobile can cut down the complexity of using our laptops because it is simple and we are able to use it more frequently and simpler than using the desktops.
3. Can you explain what Luke describes as the tradeoff between what we get and what we’re willing to give?
The point the Luke gives is how much information are people willing to give in order to gain personalization and simplicity. For example with the Apple pay, are people going to be willing to input their data and reveal their credit information in order to gain the convenience of being able to pay through their phone and not having to carry their wallet anywhere. People are often concerned about their own privacy so this question really asks how much people are are willing to give in order to take. Eventually Luke sees minimizing the effort of carrying so many items such as keys and wallets when we could fit all the things we need into our mobile devices. But, how much are we willing to give up for that?
4. Why do you think designing user experience (UX) and interface design is a marketing function?
It is important to know how to do this right, than a company might lose its customers due to the websites lack of usability. If a website is fancy and and appealing it might attract consumers, but if they have a difficult time navigating through a website, they will lose interest and not want to purchase from the store anyways. People often want something simplified and on mobile this is difficult to do with such a small screen size. This is why it is important for marketers to know as well, what is the best way to maximize their efforts on a website to make its functions easy for the customers to use. If the UX is good a company will potentially totally lose the consumers because they don’t have the time or attention span to figure out a website. If a marketer wants to figure out creative ideas for a site, the most important thing for them to keep in mind is how the idea will impact the consumer.
5. Do you agree with Luke about mobile trending toward “wearables”? Why or why not?
I think that this area has not been fully developed yet, or it is just so newly introduced that not many people are aware of the potentials this part of the mobile industry has. But, I agree with Luke that wearable technologies has a lot of room to expand and can introduce many new concepts or ideas. Even if we as consumers don’t use these wearable technologies, companies can use a lot of them for marketing purposes. I think that this idea needs to be expanded upon. Many people haven’t really utilized any other mobile accessories such as the Estimote. These tools could definitely be useful not just technologies that are wearable.
Although I enjoy the idea of wearable technology, I think the problem with these products are that they are an extension to purchasing a mobile device. They are additional products. People don’t want to deal with the hassle of buying more things as well as having to carry these accessories around as well. We just talked about cutting down on carrying items such as keys and wallets and people may just not buy these products due to its inconvenience.
Luke Chatelain, Director of Product Experience at Opalic, Inc. (interview only available through NYU Website)