Post on 12-Apr-2017
transcript
DO NOT BELIEVE EVERYTHING YOU READ:
myths, lessons & pains from trying to go mobile-first
Customers long shifted to mobile first, brands just starting
“Year of Mobile” finally, maybe?
2016 : mobile ad spending eclipses
desktop 86%80%
>90%
Every time we do something on our mobiles,
we leave trails of digital exhaust (‘signals’)
Clicks
Texts sent
Location
Stuff liked
visit mosques or churches weekly
Apps downloaded
Photos uploaded/browsed
Ad responses
Searches
Music playlists created TV series saved
Mouse-oversAdd to wish-list/cart
Channel follows
Seconds of video watched
% of page scrolled
Other devices sharing the same home/ work
Emails
Each signal stamped
with time, location,
mobile ISP
No longer advertising to broad customer segments, we can now
serve ads to the precise sweetspot moment
Johoreans who
commute to singapore
daily
“Ending phone
contract soon”
- Owners of phones who installed the FB on this phone 20+
months agoMalay
parents with kids in
Chinese schools
“Youth”
Behavioral: “Frequent travelers”
Affinity groups:tech lovers or music lovers
Families of 3 or more who
recently moved house past 30 days
Shift to mobile potentially rewrites the rules of
marketing & branding 101• Not just a change
in channel or screens
• It’s a change in how brands now work
• Long tail micro-moments replace outdated shorthand of “segments”
Cost per response$$
% of buyable ad inventory
BIG HEAD BRAND & PRODUCT COMMS
Segmented/ Targeted messaging
LONG TAIL MOMENTS(micro-moments, real-time, trigger-based, retargeted, biddable)
Potentially also, infinite messaging Even 1 digital creative can have infinite variations – dynamically
served and optimized, according to whatever rules we set
New possibilities, new language, soon a new normal
• he
mobile
Alas, this isn’t a presentation about those new mobile possibilities
This presentation is about why more of us here DON’T
take advantage of these new possibilities enough
Why what’s possible = what’s actionable
What’s actionable Bound by marketing resources, both in terms of capability and capacity
What’s possible Exponential increase in opportunity for volume, variety, velocity. Using real-time, dynamic, data-driven and hyper-targeted marketing
Marketing outcomes MARKETIN
G CAPABILITY GAPS
D’OH #1: the web
Maxis.com.myCirca 2013
Our infamous 12 tile layout
Maxis online storeon a mobile?
2014 – a new mobile friendly site, yay!
…(well, almost)
‘Mobile-friendly’ means going beyond pleasing Google-bots
1. Fewer number of features overall - as frictionless as possible for the mobile user
2. Single column layout, maximum readability3. “Built for touch” 4. limited or no need for typing5. Large graphics with white-space borders for large
or clumsy fingers6. Bigger button sizes too7. Image file sizes are smaller for the mobile version
of the website than those used for the desktop version of the website (quicker load times)
Spot what’s still
wrong?
D’OH #2: the language
BM Site BM App
Hotlink web now in 16 languages
D’OH #3: size of stuff
Try hunting down your own mobile sizing “fails”
Banners/cover photos tooConsider re-layouting brand logoWrite mobile display banners for mobile or…
D’OH #4: pretty much all our videos
Remember: just because a video is “digital” doesn’t mean it
works for mobile
Shorter & Bigger & Up Close
Use Large Text and Zoom-In close on Important bits of the story
Add a CTASoundless
D’OH #5: any sort of “media
target”
What usually happens in the shift to mobile
• The dollars move first• The strategy moves after• Takes a while for any marketer to realize you are STILL
using traditional media target segments when buying mobile
• Mobile targeting offers so much pin-sharp targeting at scale, it is almost more useful to
“Youth”
Behavioral: “Frequent travelers”
Affinity groups:tech lovers or music lovers
Families of 3 or more who
recently moved house past 30 days
Think instead in “moments”
D’OH #6: almost everything in our brand
design guidelines
D’OH #7: finally, our entire digital creative &
production workflow
Ad sizes explodingOther standard sizes1. Full Banner – 468 pixels wide by 60 pixels tall2. Leaderboard – 728 pixels wide by 90 pixels tall3. Square – 336 pixels wide by 280 pixels tall4. Square – 300 pixels wide by 250 pixels tall5. Square – 250 pixels wide by 250 pixels tall6. Skyscraper – 160 pixels wide by 600 pixels tall7. Skyscraper – 120 pixels wide by 600 pixels tall8. Small Skyscraper – 120 pixels wide by 240 pixels tall9. Fat Skyscraper – 240 pixels wide by 400 pixels tall10.Half Banner – 234 pixels wide by 60 pixels tall11.Rectangle – 180 pixels wide by 150 pixels tall12.Square Button – 125 pixels wide by 125 pixels tall13.Button – 120 pixels wide by 90 pixels tall14.Button – 120 pixels wide by 60 pixels tall15.Button – 88 pixels wide by 31 pixels tall
Common, But Not Standard Banner Sizes16.Small Banner – 230 pixels wide by 33 pixels tall17.Large Leaderboard – 728 pixels wide by 210 pixels tall18.Large Leaderboard – 720 pixels wide by 300 pixels tall19.Pop-up – 500 pixels wide by 350 pixels tall20.Pop-up – 550 pixels wide by 480 pixels tall21.Half Page Banner – 300 pixels wide by 600 pixels tall
Top Performing Ad Sizes on Google1. Leaderboard – 728 pixels wide by 90 pixels tall2. Half-Page – 300 pixels wide by 600 pixels tall3. Inline Rectangle – 300 pixels wide by 250 pixels
tall4. Large Rectangle – 336 pixels wide by 280 pixels
tall5. Large Mobile Banner – 320 pixels wide by 100
pixels tall6. Mobile Leaderboard – 320 pixels wide by 50
pixels tall7. Banner – 468 pixels wide by 60 pixels tall8. Half Banner – 234 pixels wide by 60 pixels tall9. Skyscraper – 120 pixels wide by 600 pixels tall10.Vertical Banner – 120 pixels wide by 240 pixels
tall11.Wide Skyscraper – 160 pixels wide by 600 pixels
tall12.Portrait – 300 pixels wide by 1050 pixels tall13.Large Leaderboard – 970 pixels wide by 90
pixels tall14.Billboard – 970 pixels wide by 250 pixels tall15.Square – 250 pixels wide by 250 pixels tall16.Small Square – 200 pixels wide by 200 pixels tall17.Small Rectangle – 180 pixels wide by 150 pixels
tall18.Button – 125 pixels wide by 125 pixels tall
… multiplied by more hyper-targeted versioning capabilities
Does your agency still look/work like this?
Standard creative workflow & traditional charging model is inherently incompatible with high volume, velocity & variety of being truly mobile first
Which brings us back to…
Why what’s possible = what’s actionable
What’s actionable Bound by marketing resources, both in terms of capability and capacity
What’s possible Exponential increase in opportunity for volume, variety, velocity. Using real-time, dynamic, data-driven and hyper-targeted marketing
Marketing outcomes MARKETIN
G CAPABILITY GAPS
Digital marketing maturity- closing the capability gaps -
Desktop-led digital presence
across web, social , ads. Only basic media KPIs tracked - traffic,
CTR, CPC led
Specialized digital team –
across desktop & mobile – social,
search, display & remarketing
across. Initiatives still largely
project based
Rule-based personalization,
targeting, bidding and versioning. Campaigns
measured/optimized on goal-
based outcomes. Strong digital
fluency outside digital specialist
team
Predictive, auto-triggered,
personalized, time and
location-specific marketing.Customer
Journey mindset in digital
marketing & CX, KPIs tied to monthly biz
targets
Bridging offline and online – one shared
view of the customer – one to
one personalization and cross channel
engagement
KPIs tied to enhancement of
customer value and advocacy
Initial
Tactical , Experiment
al
Repeatable,
Scalable
Data driven,
automated
Transforma-tional
Specialised knowledge
gap bring in outside
specialists & evangelist
Process gap
Planning, tracking &
review processes to
be more regular, less
unpredictable
Team & workflow
Everyone shares
common language &
success metrics.
Revamped workflow &
tracking fully institutionalize
d
Platform & infrastruct
ure gap Strong
investments in data,
automation, auto-
personalization
Management &
organization gap
Digital priorities
understood and top of mind
organization–wide
How/where to begin?
Things I believe that worked (at least for us)
1
Things I believe that worked (at least for us)
2 Invest in failure- Not just an experiments budget - But a learning budget
Things I believe that worked (at least for us)
3Stop imprisoning data in research & reporting teams - Invest in data visualizations instead of static powerpoint reports – to democratize decision-making & problem solving to more members of the team
Which days / post types get the most
shares?Negative vs
positive social sentiment by
state?
Which device campaigns drove high traffic – with high conversions and
low cost?
Things I believe that worked (at least for us)
4Choose to work with people who are restlessly curious.
Those excited about figuring out how to create work for new platforms
Leader’s of What’s Next“Driving Change”
• Restless curiosity • Inquisitive• Explorative• Sharing
• Make change happen • Initiate• Implement• Learn
• Passion for excellence • Ambitious• Challenging• Care about
details
The Internet is the first thing that humanity has built that humanity doesn't understand, the largest
experiment in anarchy that we have ever had.
Eric Schmidt, Google
Questions TweetsSlides
Violent disagreements?
@SulinLau
Sulin@maxis.com.my
http://www.slideshare.net/flipside247