John Lim is Co-Founder and CEO of Life in Mobile, a global mobile monetization agency with offices in New York and Europe. John founded multiple companies, including On Site Marketing, Mobile Card Cast and most recently, Life in Mobile. The Makegood spoke with John about ‘Life in Mobile’ and mobile monetization strategies.
The Makegood: John, for 15-years, you developed mobile telecommunications and marketing strategies and you founded companies that capitalize on the power of mobile. Can you elaborate on what ‘Life in Mobile’ offers companies?
Absolutely. Here at Life in Mobile, it is our job to help our clients successfully monetize mobile. We use our experience, expertise and patent-pending technology to help our clients build a mobile strategy that provides them with the best return on their investment. Our Dynamic Intelligent Profiling™ (DIP) technology allows companies to market to the masses, yet speak to the individual on a personal, one-on-one basis. This technology tailors the consumer journey based on the real-world conditions surrounding the consumer, such as the time and weather, as well as that consumers past interaction with the company. We use DIP when mobilizing a company’s traditional marketing pieces – print, billboard, packaging, etc. – adding a level of intelligence and reason to this underutilized real estate. In addition to providing monetization solutions, we also provide technological builds including mobile websites and Apps.
The Makegood: You determine dynamic intelligent profiles for today’s consumers that want information in real time. What tools do you use and how do they work?
Our Dynamic Intelligent Profiling™ (DIP) technology changes the way consumers interact with a brand via mobile. It allows companies to tailor the consumer journey based on real-world conditions affecting the consumer, such as the time and weather, as well as past user behavior. With DIP’s Reactive Analytics™ engine, a company is able to set-up an unlimited number of scenarios that trigger a certain consumer journey based on set parameters; these scenarios will equal higher monetization. For example, Dunkin Donuts runs a campaign in January for their coffee that provides a different experience for consumers based on the weather and the users past interaction with Dunkin Donuts. Three possible outcomes include the following: A consumer in New York scans the QR code for the first time and is driven to a coupon for $1 off a hot coffee as it is 35°F. A different consumer in San Diego scans the same QR code for the first time and is driven to a coupon for $1 off an iced coffee as it is 85°F. A third consumer is scanning the QR code for the second time and is now driven to a coupon for $1 off a breakfast sandwich to try and encourage additional sales. The possibilities are endless.
The Makegood: John, how do you develop and determine the most successful strategy for a new client?
We tailor everything specifically to each client. There is a great quote from Bruce Lee that I incorporate into our corporate culture, “Empty your mind. Be formless, shapeless – like water. If you put water into a cup, it becomes the cup. You put water into a bottle, it becomes the bottle. You put it in a teapot, it becomes the teapot. Now, water can flow or it can crash. Be water, my friend.”
What this means for us is that every company is different and thus, we never try to place companies in a particular box. We listen. We ask a lot of questions. And, we listen some more. Mobile is always grouped with digital, but mobile is not digital. The mobile consumer is one we’ve never seen before; they are affected by real-world conditions that don’t affect them in the digital world – the biggest factor being weather. So, it’s important to keep this in mind when asking questions about a clients current marketing initiatives, as well as when we are strategizing how to effectively integrate mobile into those initiatives.
While we customize everything, there is, of course, a basic set of guidelines we follow in crafting mobile strategies. The first step is to think mobile first. To do that, you need to understand that this is a new consumer and to reach this new consumer, you must mobilize everything – your packaging, print materials, billboards, etc. It makes sense to use these traditional means of marketing as your gateway to mobile as there is no competition when a user texts in or a scans a QR code.
Next, you need to ensure you have a clear call-to-action. If you use a QR code, you need to tell me why I should scan. Do not just put a QR code somewhere and hope that I participate.
After these two steps, you must cover all your ASSets. This is often forgotten, but it is the most important. Consumers are using mobile to interact with your brand through various touchpoints, such as email, direct URL, QR code and SMS; you need to ensure all these touchpoints work correctly when accessed via a mobile device. You do not need an App, although you may want one, but you do need to properly mobilize your website and all digital links.
Last, you must listen, and put yourself in the consumers’ shoes. Ask yourself, why would I pull out my phone and take 60 seconds of my life to participate with this marketing piece? Looking at things from a consumers’ perspective is tremendously useful in rounding out your mobile strategy.
The Makegood: You work with technology and external data like GPS, time and weather. Will these data soon be linked with data from social networks that is going beyond social tracking?
Yes, our platform was built to be flexible. We do not believe in building a platform that forces companies to fit inside a box. We realize each company has their own methods and consumers that are unique. This is why our system can take in external API’s. Right now, we are currently talking to a firm about traffic data. So, we will take this data in and put it into that firms own customized platform that will allow their consumers to have a particular experience related to that data.
The DIP platform currently provides turnkey external links for social media, email, QR, SMS, etc. A consumer can interact with any of these mobile touchpoints and we will be able to dynamically profile them. We tie into all social media as we are looking to take in as much information as possible; the more data we gather, the smarter we can be. What this means is a better customized experience with a company for the consumer and higher monetization for the company.
The Makegood: You recently did the “AdSense in Your City” tour with Google. Could you tell us about its success and how the presented technology will affect marketers and consumers?
Google’s AdSense in Your City tour was part of their GoMo initiative, so there was a heavy focus on mobilization. The tour has been very successful in teaching Google’s top online publishers how to properly go mobile as many publishers that attended did not have a mobile solution in place, but recognized its importance. These are individuals who are generating revenue through advertising. Now, due to consumer demand, they are being forced to mobilize their website, which means less ad space and thus, less money.
Our DIP technology helps resolve this issue by increasing participation, leading to more page views, less bounce rates and therefore, more monetization opportunities. Consumers will have the benefit of a great mobile experience, with more relevant content coming from the marketer. This is all based on injecting intelligence into a company’s mobilized assets, such as their website. The bottom line is that DIP helps companies monetize mobile. The mobile device is a gateway for consumers to interact on a personal level with your brand. And, it is not just about offers, it is about the consumer experience. This is why we created the DIP platform, so you can tailor the consumer journey for the user to equal greater monetization for your company.
The Makegood: Thanks, John.