Why do some digital ideas make big bucks while others fizzle? It's all about two critical consumer characteristics. Kiip's Brian Wong explains this surprising insight.
If you're building campaigns around data like location and IP without considering customer behavior and emotional context, your results will be sub-par. Kiip's Brian Wong says these are the insights that will make or break future campaigns.
First some background. Brian Wong is a bit of a Silicon Valley celebrity. He graduated college at 18, and at 19 became the youngest person to ever receive venture capital funding. (Mark Zuckerburg was 20 when he gained VC funding.) Wong is the founder and CEO of one of the fastest growing service companies, Kiip, and one of the leading minds in the digital marketing arena. In this funny and insightful conversation, Wong tells iMedia's Bethany Simpson about the customer data that will drive value in all future campaigns. He also discusses what is and isn't working on current social and gaming platforms, and tells us what he really thinks about Apple's Passbook.
How solid is your read on the current industry giants? We asked Brian for his thoughts about the big social and gaming platforms, as well as what he really thinks about Apple's Passbook.
Start-up Kiip is trying a new consumer incentive model: reciprocity as engagement. In other words, consumers can earn physical incentives from brands like Skittles, American Apparel, and Propel Zero for participating in mobile experiences like gaming, or tracking their workout progress. Brian tells us more about how Kiip is changing the game for the consumer to brand relationship.
Too often we jump to strategy when we need to first understand the behaviors and emotional context of our target audiences. Here's why these two factors can make or break your campaign.
What are the areas of digital that are making money this year, and what will dominate revenue next year? Brian takes us past action-based campaigns into behavior-based ones. Imagine instead of buying by location or IP, you could buy activity and emotion-based "moments." Here's more.
Brian Wong is the co-founder and CEO of Kiip (pronounced “keep”), a category-creating mobile rewards network that is redefining mobile advertising through an innovative platform that leverages “moments of achievement” in games and apps to simultaneously benefit users, developers and advertisers. Backed by Hummer Winblad, Relay Ventures, True Ventures and others, the company has raised $15.4 million in funding to date. Kiip has been listed by Forbes as one of the 4 Hot Online Ad Companies to Put on Your Watch List, and been named to the Dow Jones FasTech50 List.
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