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User- First, Second and Third!

Posted on November 26, 2015
By Aswini Bommakanti, Marketing Manager, Brand & Programmatic solutions - APACMarketing Manager, Brand & Programmatic solutions - APAC

In today’s era of mobile convergence, the re-emergence of the user as the ultimate decision maker serves to affirm the adage that the customer is king. Whether it’s with regard to mobile ads, apps, devices or operating systems, the age of the user is truly here to stay.

Empowered with choice like never before, mobile users look to their devices for personalization at every step and expect their devices to augment, rather than just supplement their lifestyles. And the only mantra for succeeding in gaining and keeping users’ trust and attention, in such an ecosystem, is fairly simple: manic user focus every step of the way. It’s about creating mobile experiences, powered by user-intent, that are demanded rather than force-fed.

It is this fundamental paradigm shift that is critical to the evolution of the mobile advertising space as well. Today, the mobile experience comes packaged with intrusive ads that fail to excite emotion or be relevant. Advertising, thus, has become a source of annoyance for the user, rather than what it was originally intended for - a source of discovery, of new experiences, new wishes and new stories that coalesce to create magic!

It’s time to bring that magic back. It’s time to rethink tradition and put the users back where they deserve to be, at the core of innovation. The only way to enable such user-centricity is to delve deep and understand what the users truly need as opposed to catering to what they want - by enabling mobile devices to be intuitive, rather than just smart. This can be made possible by catering to four core underpinnings of mobile user-centricity:

  1. Relevance: Get users’ attention. In the mobile space, there is no one-size fits all, or even many, for that matter. Personalization is no longer a luxury, it’s a necessity. Lack of relevance sounds the death knell for on-device engagement, leading to a loss of monetization opportunity. The relevance-based opportunity lies at the intersection of the right message, the right user and the right time, crafting the perfect experience to recommend to the user.
  2. Context: Identify user-intent. Once the perfect story has been crafted, it’s no good if the user cannot or doesn’t want to hear it. Identifying and understanding the user’s avatar becomes essential to delivering personalized experiences successfully. For example, if the user doesn’t intend to shop when the right shopping experience is recommended to them, opportunity is lost.
  3. Design: Respect users’ space. With each mobile device being customized by its owner to cater to individual need, experience recommendations need to be crafted to be visually beautiful and intuitive in an ephemeral, non-intrusive way. Relevant and contextual recommendations can be undermined by intrusive and garish design.
  4. Discovery: Create magic! Whether it’s an app or a restaurant, repetition of the same experience recommendation leads to user fatigue and disengagement. Enabling discovery across a relevant and diverse set of products and services drives greater interest and thus engagement, when delivered at a contextual, visually appealing moment in time, leading to the pinnacle of user delight.

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