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MOBILE BOOTCAMP: STATE OF THE INDUSTRYOctober 20, 2013
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HELLO
•17 Years in Advertising•12 Years in Mobile•Founding Member of Mobile Marketing Association•Mobi Magazine: Top 10 Thinker In Mobile•Top 100 People to Have Lunch With: Media Magazine
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Special Mobile Consultant Chief Strategy Officer Founder
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O Mobile Strategy Where Art Thou?
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You seek a great fortune... You will find a fortune, though it will not be the one you seek. But first... first you must travel a long and difficult road, a road fraught with peril.
- Blind Seer, O Brother, Where Art Thou?
SITUATION ROOM:BACKGROUND ON MOBILE
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WHAT WE THINK WE KNOW
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I am using responsive design
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I have an app made
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Were “hanging ads to drive app store
downloads.”
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“I HAVE MOBILE DOWN BUT...”
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THERE ARE A FEW THINGS EATING AT OUR SUCCESS@august_west #imediasummit
WHAT WE THINK IS EATING OUR SUCCESS
•TARGETING
•CREATIVE
•MEASUREMENT
•TRACKING (Particularly app download tracking)
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These things are keeping us distracted
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•TARGETING •TRACKING•MEASUREMENT•CREATIVE
LET’S ASSUME FOR A MINUTE THAT THESE
ARE ALL SOLVED
WHAT NEXT?
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WHAT IS REALLY HOLDING US BACK?@august_west #imediasummit
WE THINK
SMALL
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BUT NOT ON PURPOSE
HISTORY:HOW WE GOT TO HERE
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CONSUMER SURROUNDED BY MEDIA CHANNELS
On-ProductDirect Mail
In-Store
EventRadio
OOH
Phone
Computer
Tablet
TV
TYPICAL COMMS PLANNING PROCESS:
Consumer is in the middle
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SOUND GENIUS?
NO!BECAUSE WE’RE PLANNING MOBILE AS A CHANNEL!
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WHAT’S THE CONSEQUENCE
OF THIS?
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MISSED CONNECTIONSMedia becomes a mix of anonymous chance encounters
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HOLD ON A SECOND!!!What Makes Mobile Great Exactly?
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TRANSACTIONAL SOCIAL LOCATION IMMEDIATE
MOBILE, IT MAKES EVERYTHING:
ANTICIPATORY MEDIATHE INTERNET OF THINGS
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TV
Tablet
Computer
EventDR Mail
On Prod
Phone
OOH
RadioPrint
In-Store
PROVIDESLOCATION
TRANSACTIONAL
SOCIAL
MOBILEPERMANENT
CONNECTION
PersonMOBILE AS CHANNEL =
CONTINUOUSLYMISSED
CONNECTIONS
WHAT?!?!?Why do we do this?!?!?!?!?
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WE THINK IN SILOS
WE OFTEN PUT OURSELVES IN SILOS
@august_west #imediasummitprivileged and confidential. Not for distribution. The Collective Factory LLC. 2012
salesin-store sales
online marketing
direct mail
TV
FOR BRANDS IT’S OFTEN BECAUSE OUR DATA SITS IN ISLANDS
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OR, WE LEARNED TO PLAN THIS WAY
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Lot’s of reasons...
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TRADITIONAL
PART OF IT IS THIS:
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TRADITIONAL DIGITAL
PART OF IT IS THIS:
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TRADITIONAL DIGITAL MOBILE
PART OF IT IS THIS:
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WHAT IS THE WAY FORWARD?
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MOBILE AS PLATFORM
Think Of It As A Mule
Eh, What’s a Mule?
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1+1 = 3
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In-Store
MOBILE AS PLATFORM
ContinuousConnections Phone
Phone =
Person
TV
Tablet
Computer
EventDR Mail
On Prod
Phone
OOH
RadioPrint
In-Store
PROVIDESLOCATION
TRANSACTIONAL
SOCIAL
MOBILEPERMANENTCONNECTION
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CONTINUOUS CONNECTIONS
MOBILE AS PLATFORM =
FOR ALL MEDIA
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THINK DIFFERENT:The Phone IS The Consumer
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WHY SHOULD YOU CARE?
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MO MONEY
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AUDIENCE SIZE CAN INCREASE BY 135%
CONSUMER DROP OFF CAN IMPROVE BY 20%
OVERALL CONVERSIONS CAN INCREASE BY 19%
Source: Insight Express Mobility Study (blinded)
OMNI-CHANNEL WITH MOBILE = MORE MONEY
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OK, HELP ME DO THIS
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FOR STARTERS:
Stop Doing This-> TV
Tablet
Computer
EventDR Mail
On Prod
Phone
OOH
RadioPrint
In-Store
PROVIDESLOCATION
TRANSACTIONAL
SOCIAL
MOBILEPERMANENT
CONNECTION
Person
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In-Store
FOCUS ON GETTING TO
HERE ->
PhonePhone = Person
In-Store
TV
Tablet
Computer
EventDR Mail
On Prod
Phone
OOH
RadioPrint
In-Store
PROVIDESLOCATION
TRANSACTIONAL
SOCIAL
MOBILEPERMANENT
CONNECTION
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IN-SOURCELEARN TO DO THIS YOURSELF
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TRADITIONAL DIGITAL MOBILE
WORK ACROSS ALL TEAMS
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AND INCLUDE:Operations, IT, Etc.
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ORGANIZATIONAL STRATEGIES
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IT MIGHT NOT BE EASY
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“WE COULD NOT HAVE DONE MOBILE WITHOUT A FULL
COMPANY FIGHT”Wendy Bergh - Director, Mobile & Digital Strategy Walmart Global eCommerce
THE GOOD NEWS IS THE SOLUTIONS ARE RIGHT IN FRONT OF US
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WHAT’S A GOOD FIRST STEP?
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MOBILIZE INTERNALLYCreate a cross company task force
Mobilize internal processes
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Demonstrate The Efficiencies Gained Through Internal Mobilization
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! !
BRING IN OUTSIDE HELP TO ACT AS NEUTRAL GROUND
A Mobilizing Workshop
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Net Result Will Be A Complete Change Of Your Marketing
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THE LEARNING CURVE
UNCONSCIOUS INCOMPETENCE
CONSCIOUS INCOMPETENCE
CONSCIOUS COMPETENCE
UNCONSCIOUS COMPETENCE
"I don't know that I don't know how to do this."
"I know that I don't know how to do this, yet."
"I know that I know how to do this." This stage of learning is much easier than the second stage, but it is still a bit uncomfortable and self-conscious.
"What, you say I did something well?" The final stage of learning a skill is when it has become a natural part of us; we don't have to think about it.
SOURCE: http://processcoaching.com/fourstages.html
Work on mobile with IT this way: They understand this process. It’s about starting simple and learning.
@august_west #imediasummit
HILTON STARTED HERE AND ARE NOW HERE
TIMELINE - TWO YEARS
THE CASE FOR THIS LEARNING CURVE
HISTORY• Hilton needs mobile site• IT uses a “screen scraping”
technology (6 weeks to execute)
• Gets to market quickly• Marketing learns what their
customers really want• IT looks at more viable solutions• API’s are created to service mobile• New site gets created
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RESPONSIVE DESIGN DOMINATES NOWsimple 4 years ago simple today
Responsive Design IS an evolution not the final destination of good mobile
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THE POINT:
Start Simple. Work with your internal
groups and you will become an unconscious expert in no time.
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@august_west #imediasummit
Want More?http://www.slideshare.net/genekeenan1/presentations
Download:
“Connected Media Planning Framework”
© 2013 ResponsiveAds, Inc. All Rights Reserved * Confidential**
THANKYOU@august_west #imediasummit
GENE KEENAN
415.218.7369
@august_west
@august_west #imediasummit
BEFORE WE CUT THIS RECORD, THERE IS ONE MORE THING...
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A NEW REVOLUTION JUST BEGAN
70
2014 - SMARTPHONE BECOMES “ALL KNOWING”
before sept. 20, 2013
The 1984 Moment:
The Phone becomes All
Knowing
Before 9/20/2013
The “unaware” smartphone
after sept. 20, 2013
After 9/20/2013The “All
Knowing” smartphone
The Context Chip
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WHAT THE PHONE KNOWS: PAST AND PRESENT
2007 20142008 2009 2010 2011 2012 2013iPhone 1 iPhone 3G iPhone 3GS iPhone 4 iPhone 4S iPhone 5 iPhone 5S ??
Bluetooth 2.0Apple M7 (ContextChip)
Background Collection of sensor data
LIMITATIONS OF THIS MODEL(DATA IS NOT CONSTANTLY COLLECTED IN BACKGROUND)
InclinometerSoftware
NO LIMITATIONS
THE NEXT PHASE OF MOBILITY BEGINS
APPLE Readies Wearable Market
PHONE SENSORS
Accelerometer
GPS Compass
Bluetooth 2.1
Magnemeter
GyroScope Bluetooth 4.0Low Energy
PERMA CONNECTION MONEY TRANSACTIONS SOCIAL
TRANSACTIONAL LAYER
DATA COLLECTION LAYER
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WHAT DOES THIS MEAN TO ME?
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WEARABLE COMPUTING+
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KILLER MARKETING OPPORTUNITIES
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+ iOS Device =
•Monitors Location! Location! Location!(EVEN IF PHONE IS ASLEEP)
•INSANE Accuracy
WHAT IS AN IBEACON?
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KILLER MARKETING OPPORTUNITIES
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WHAT IS IT GOOD FOR? SENSOR BASED MARKETING: UNLIMITED OPPORTUNITIES
ContactlessPayment
Where You AreExactly Indoors
Proximity Marketing
Check-In BasedCoupons and Offers
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VERY ACCURATE!
How valuable would it be to know your best customer
is in your store NOW?
HOW ACCURATE ARE THESE SENSORS?
Restaurant Seating Chart
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ARE YOU GETTING IT?
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YES! YES! YES!