Michael Sprague: Moments Are The Bridge To Mobile Marketing

Michael Sprague: Moments Are The Bridge To Mobile Marketing

What are the best strategies for acquiring new customers? Head of Marketing & Partnerships at Kiip shares his tips.

Michael Sprague
  • 10 april 2014

As marketers, it is our job to know what our customers want. Once we know this (or think we know this), our next job is to acquire new customers while keeping existing ones happy. If we’re any good at customer acquisition, we will reach our target audience at the right moments and convert them into customers.

Sometimes the process to acquiring a customer is long (ref. Auto purchase). Sometimes it happens fast (ref. Groupon flash sales). There is a funnel referred to here, which ultimately makes marketing about capitalizing moments of purchase intent.

Whether you’re trying to create purchase intent, harvest it, or convert intent into purchases, there will always be a person doing something and a marketer trying to reach that person with their message.

This post is about the bridge between a consumer and a marketer.

Marketing channels evolve over time. Marketers evolve too. They define new ways to connect with their audience and scale these practices across their marketing mix. Today, there is a rapid evolution towards mobile marketing. As advertisers become savvy to trends in mobile behavior, we begin to see a shift in focus and media budgets.

With each evolution, consumer behavior becomes a signal. At Kiip, we’ve defined these signals as “moments.” A moment is a natural pause, often an achievement, when a user has completed an action in a mobile app or game.

In mobile, moments are contextual, emotional and often carry intent.

●      Completing a 10K in Runkeeper — fitness apps.

●      Leveling up in a game — gaming apps.

●      Swiping to-do item — productivity apps.

●      Bookmarking a recipe — recipe apps.

But, moments exist everywhere.

●      Reading the Sunday newspaper — traditional print.

●      Driving to work on the freeway — billboard.

●      Watching the NFL Superbowl — classic tv.

●      Searching on Google for a new camera – SEO and SEM.

●      Tweeting about your new job promotion — social media.

From traditional media to the latest trends in mobile technology, moments have existed in every form of consumer activity since direct sales. There is always a person doing something and a marketer trying to reach that person with their message.

But not all moments deserve to be marketed to, in fact, a majority of the moments that occur everyday should not be marketed to. We need to respect moments and respect our consumers. To do this right, we should understand a few things about moment-based marketing.

1. Understand and Respect User Behavior

Moments exist in many different contexts, such as gaming, fitness, food, sports, music, productivity and more. By understanding what the user is doing, and who they are, we can effectively create campaigns that reach the right user.

e.g. Susan completes her first 10K using the RunKeeper fitness app and PowerBar rewards her with a free product sample.

2. Add Value

The second, is adding relevant value. Moments are not a new medium to place an ad. Moments are one of the most attentive opportunities a brand has to reach a consumer, engage them with content, and create a reciprocal connection that lasts beyond the moment. Rewards are an effective way to recognize users in the moments that matter most to your brand, while adding value in a delightful, respectful way.

e.g Snickers recognizes mobile users by rewarding them with in-game currency when the win or lose in mobile games.

3. Serendipity

An unexpected gift is greater than an unexpected disruption. Rewarding users on a variable schedule is much more effective than rewarding users on a fixed schedule. Consumers will respond stronger to your brand when a relevant reward is given to them at a moment they least expected it. When done right, the reward feels earned, it feels natural and complementary to the experience.

e.g. At Kiip our algorithms don’t reward every moment by design. Instead, we analyze billions of moments and find exactly which combination of users, apps and brands yield the highest engagement rates.

There is a tremendous amount of data we collect from moments. The intersection of mobile user data and brand engagement data produces powerful brand insights.


We also know which combination of moments create purchase intent.


In a later post, we will dive deeper into the data behind moments.

So, whether you’re trying to create purchase intent, harvest it, or convert intent into purchases, moments are a powerful medium to consider in your marketing mix.


How Indiegogo Is Becoming An Adult Product Destination

Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling


Get PSFK's Related Report: Future of Automotive

See All
Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Related Expert

Winka Dubbeldam

Architectural Design

Design & Architecture september 23, 2016

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

Health september 23, 2016

These Chocolate Squares Claim To Reverse The Aging Process

A group of researchers from Cambridge University have developed a candy bar that promises to give you a youthful glow

Cities september 23, 2016

Food-Producing Architecture Competition Seeks To Better Feed Cities

A design challenge in Copenhagen highlights the need and beauty of urban farming


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 21, 2016

Everything I Know About Leadership I Learned Teaching 7th Grade Math

Bree Groff, Managing Director at NOBL NYC, shares her secrets for knowing your employees and enabling a team

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Health september 23, 2016

Wearable Monitors Sun Exposure To Prevent Sunburn

The clip monitors UV rays to make sure you're not receiving too much sunlight

Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

Culture september 23, 2016

This Exhibition’s Crowning Jewel Is An 18k Gold-Plated Toilet

The piece, titled 'America,' is meant to raise questions about the country's wealth inequality

Culture september 23, 2016

Match Up With Dates On Tinder Based On Your Music Preferences

A new partnership with Spotify lets people pair up based on shared tastes in artists

Entertainment september 23, 2016

Capture, Cut Up, And Configure Your World In 360 Degrees

To meet a booming 360 and VR video-capturing industry, a multimedia software company bolstered its media editing suite for 360-video creation


Future Of Work
Cultivating The Next Generation Of Leaders

Advertising september 23, 2016

These Trucks Drove Around In Circles For 24 Hours To Keep Time

The giant ticking clock was created by 14 Scania vehicles in a deserted airfield

Advertising september 23, 2016

Buy Movie Tickets Directly From Your Facebook Profile

The new feature is part of a campaign from Fandango to further imbed social media into the ticket vendor's digital presence

Asia september 23, 2016

Co-Working Space Brings The Calming Atmosphere Of Nature Indoors

An architectural firm in China has designed a new type of shared office that prioritizes the natural environment

No search results found.