1

To really take off…mobile marketing will have to:

1. Prove its effectiveness to the advertiser and utility to the consumer

2. Prove its emotionality as an experience

How do you feel?

2

This house resolves

“To really take off, Mobile needs to be more about passion than utility”

Mark Linder, WPP

22 April 2009, PragueEuropean Mobile Media Conference

3

“I have been in the advertising business for 25 years.

And I have never met a client who wanted advertising…

4

“But they all wanted to sell something”

-- Antti Ohrling, co-founder of Blyk

5

What made advertising really take off was passion

6

Client passion, agency passion, an infusion of talent, visibility in the press – all of it.

And does it all really work?

7

Advertising also gave us a way of seeing the world which is passion-less

8

That way of thinking undermines our ability to understand people as individuals

9

Why? Because advertising is unilateral

Brand

Target

Target

Target

10

Advertising is more about science and research than "arts and crafts"

Rosser Reeves, coined “Unique Selling Proposition”

11

USP Influence

“….traditionally, marketing is done to people, not for or with them. Messages are developed and broadcast to ostensibly passive and receptive audiences.

If they don’t respond, then there are “compliance issues” or “problems of communications uptake.”

--Jill Caldwell, a social researcher

12

My view of you.My interest in your business. My message in your paper.My USP.

13

Relationships are not unilateral

Who wrote it?

Mystery advertisement with a target audience of one

14

This is why advertising isn’t generally interesting

Written by somebody else, for everybody else

15

16

Death of advertising?

“The sky is falling, the frog in the pot has come to a boil and, oh yeah, we are, most of us, exquisitely, irretrievably fucked.”

• -- Bob Garfield, Advertising Age

17

Advertising also gave us wrong ideas about branding

18

Advertising taught us that a brand is the way we label a selling approach

19

Buy my demonstration?

Buy my brand.

20

Like my humor?

Like my brand.

21

Want my idea?

Want my brand.

22

“The Brand” became a label for a selling idea

23

And then there’s “the consumer”

With appreciation for David Kenning of Bell-Pottinger Sans Frontières

24

“The consumer” is a target , and information is restricted to what sells

• One objective – sell you more

25

No….we still spend a lot of time with television

But as an outlook, does it help us with mobile?

26

What if we said goodbye to our ways of marketing and started over?

27

Said goodbye to “marketing” where the only goal is a sale

28

Said goodbye to the “consumer”, as though their only purpose is to be there while we convince them the product they bought a year ago is obsolete

29

Said goodbye to any un-natural means of paying for attention…

What would we do, as mobile developers and marketers?

31

We would replace the word “consumer” with “people”

With appreciation for Robert Deutch

32

We would be taking a multi-lateral view, aware of people, and how they relate

Causeor

brandInner Inner

Inner

Inner

Inner

Near

InnerNear

Near

Near

Near

Near

Outer

Outer

Outer

Outer

Near

Near Near

Near

Near

33

99 out of 100 people are amazingly interesting.

And the one who isn’t, is more interesting, because he or she is 1/100

34

We would really get into the “people” who use our products and services

35

Heck, we would even think of

marketing

as a service for those people

36

We would think of “marketing” as a value-exchange that makes people’s lives better

We would think of “sales” as the value exchange where money changes hands

37

An act of kindness is always re-paid

38

We would also understand there is a bit of a backlash against commercial marketing

39

Google goes behind the red curtain

Google is offering free downloads of licensed music tracks in China. …Research showed 84 per cent of people in China used search engines to find music. Rival search engines in China point users to unlicensed music, which reportedly makes up 99 per cent of all tracks distributed in China….The move by Google will open up a catalogue of more than 350,000 songs from Sony, Warner, EMI and Universal, to its Chinese users….

40

Shanzhai culture is a rebellion against monopoly sectors. Shanzhai shows the desire by poor people for a better life and fashionable things

41

There’s a little Shanzhai in all of us…

42

Consumers in all countries, notably the Nordics, France, China – believe content should be as close to zero cost as possible

100% of people under 54 have downloaded file-shared content71% think file sharing is wrong72% feel that file sharing should be regulated

However, with the exception of the 54+’s, nobody thinks regulating the internet works

Bell-Pottinger internal study

43

(What, exactly, is the business model for pirates?)

44

Could it be more psychological than practical?

45

Could it be about the asymmetric challenge?

Bringing down the established order…. with no real thought of what replaces it

46

Like these guys?

(now there’s a brand…)

47

“What are you rebelling against?”

“What have you got?”

The Wild Ones

48

Let’s talk about passion

Be against something

Be someone

Which is more passionate?

Be for something

49

We would remember real people are on a confusing journey called life.

What can we offer them on this journey?

50

We could offer them a different idea of “brand”

51

A 'brand' is actually a primal and primary mechanism of the mind.It is attachment, a merging between a person's 'self story' and a person's story of you, the product, the company.”

Dr. Robert Deutch

52

We get attachedto dogs, cars, peopleand, yes, brands

The real way -- person has a storyThe brand has a story

Person gets attached to brand story

53

People want brands“that are like me”“that like me”

“that are more than me”

54

If the your brand has that kind of power (to be “more like me”), then you can offer people a chance to be more of themselves

55

The attachment to a brand should be a yellow brick road through life, a journey made together in which both parties help fill out each other’s latent possibilities

What better place to play, than mobile?

56

So, how should we feel differently about mobile marketing?

57

We throw out the purchase funnel…

• Mobile marketers know the purchase funnel is not a representation of the way people really are

58

We remember life isn’t a straight line

Graphic from Forrester researchApreciation for Arto Joensuu, Nokia

59

Real people are in the search for feeling… so we give them that

60

Remember what falling in love is like?

61

Can you fall in love with a level?

62

Give people something to fall in love with

iHandy Level • Cost of download: Free• iTunes Rating: * * *• Released: 2008-12-22

With appreciation for Todd Tran, Joule

63

We can (need to) fall in love in many little ways to keep life interesting

We can fall in love with a new bread, a new car, a new device, a new service.

We transfer emotion to all these objects because they represent something that speaks to our sense of self

64

We want to desire, and we want to be the object of desire

Mobile should not be afraid of being intoxicated by passion

65

Top applications – appeal to passion!

EntertainmentEntertainmentEntertainmentRelationship

EntertainmentEntertainmentRelationship

UtilityEntertainmentEntertainmentRelationship

UtilityEntertainmentEntertainmentEntertainmentEntertainmentEntertainmentEntertainmentEntertainmentEntertainmentEntertainmentEntertainmentEntertainmentEntertainmentEntertainment

66

People want to believe they are in the act of becoming.

The brand (the company) needs to be always in the act of becoming.

67

Mobile is a channel to help people become what they want to become on their journey through life

68

Mobile is passion in volume

69

People pay for passion

70

71

Mobile is connections, links, participation, transparency, openness, and speed

72

Mobile is about cooperation, collaboration

73

Mobile is about passion

Lost without itCan’t go anywhere without it

All my connectionsMy life is in in my phone

74

In mobile marketing, you need to

• say goodbye to “marketing” as an exploitation vehicle, where the only object is a sale

• say goodbye to the word “consumer”, as though their only purpose is to be there while we convince them the product they bought a year ago is obsolete

75

You, and your brand, must be (radically) open to feeling

76

Mobile must be radically open to passion

77

This house resolves

“Mobile will be more about passion than utility”

How do you vote?

78

“A great musician is always in the act of becoming." -- Bob Dylan

79

Thank you

Mark Linder, WPP

Joule – part of MediacomIconmobileOgilvy InteractiveWunderman

Chime/Bell-Pottinger Sans Frontières