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SXSW: Creating Meaningful Mobile Experiences

SXSW: Creating Meaningful Mobile Experiences

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As expected, mobile was a hit at South by Southwest (SXSW) Interactive 2015 from March 13-March 17.  Whether it was the hot new mobile apps that launched, especially Meerkat which essentially took over the festival, or the panels themselves, mobile was everywhere. The MobileFOMO team attending a number of mobile-focused panels, including Beacon Technology & the Rise of Hyper Localization and Creating Meaningful Mobile Experiences.

The Meaningful Mobile Experiences panel was well attended, especially given that it was in the final time-slot of the festival. The panel was about prioritizing the #1 medium that impacts your customer’s experience. However, in the age of short attention spans and personalization, it’s quality over quantity. Research shows that shoppers who receive too many or irrelevant messages, are actually turned off by over-saturation even when triggered by context. What is the right approach? Helpful engagement at the perfect time will always trump spray-and-pray.

Panelists were Daryl Evans, SVP of Media Link, Erin Kianast, SVP Activation Director of Starcom MediaVest Group, John Costello, President of Global Marketing and Innovation at Dunkin’ Brands, and Joseph Tripp, EVP of Sales for inMarket.

Highlights from the panel include when John Costello said “Mobile is the remote control to your life.” That seems to have resonated with many of the session attendees as it seemed to be the most tweeted comment of the entire session. Here are some more highlights:

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