Welcome by Mobile Bootcamp Host: "State of the Industry"

MOBILE BOOTCAMP: STATE OF THE INDUSTRYOctober 20, 2013

@august_west #imediasummit2

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


Special Mobile Consultant Chief Strategy Officer Founder

@august_west #imediasummit

O Mobile Strategy Where Art Thou?


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



WHAT WE THINK WE KNOW


I am using responsive design


I have an app made



Were “hanging ads to drive app store

downloads.”


“I HAVE MOBILE DOWN BUT...”


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)


These things are keeping us distracted



•TARGETING •TRACKING•MEASUREMENT•CREATIVE

LET’S ASSUME FOR A MINUTE THAT THESE

ARE ALL SOLVED

WHAT NEXT?


WHAT IS REALLY HOLDING US BACK?@august_west #imediasummit

WE THINK

SMALL



BUT NOT ON PURPOSE

HISTORY:HOW WE GOT TO HERE



CONSUMER SURROUNDED BY MEDIA CHANNELS

On-ProductDirect Mail

In-Store

EventRadio

OOH

Print

Phone

Computer

Tablet

TV

TYPICAL COMMS PLANNING PROCESS:

Consumer is in the middle


SOUND GENIUS?

NO!BECAUSE WE’RE PLANNING MOBILE AS A CHANNEL!



WHAT’S THE CONSEQUENCE

OF THIS?



MISSED CONNECTIONSMedia becomes a mix of anonymous chance encounters


HOLD ON A SECOND!!!What Makes Mobile Great Exactly?


TRANSACTIONAL SOCIAL LOCATION IMMEDIATE

MOBILE, IT MAKES EVERYTHING:

ANTICIPATORY MEDIATHE INTERNET OF THINGS


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?!?!?!?!?


WE THINK IN SILOS

WE OFTEN PUT OURSELVES IN SILOS

@august_west #imediasummitprivileged and confidential. Not for distribution. The Collective Factory LLC. 2012

email

salesin-store sales

online marketing

direct mail

TV

FOR BRANDS IT’S OFTEN BECAUSE OUR DATA SITS IN ISLANDS

@august_west #imediasummit@august_west #imediasummit

OR, WE LEARNED TO PLAN THIS WAY


Lot’s of reasons...


TRADITIONAL

PART OF IT IS THIS:


TRADITIONAL DIGITAL

PART OF IT IS THIS:


TRADITIONAL DIGITAL MOBILE

PART OF IT IS THIS:


WHAT IS THE WAY FORWARD?


MOBILE AS PLATFORM

Think Of It As A Mule

Eh, What’s a Mule?


1+1 = 3


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


CONTINUOUS CONNECTIONS

MOBILE AS PLATFORM =

FOR ALL MEDIA


THINK DIFFERENT:The Phone IS The Consumer


WHY SHOULD YOU CARE?


MO MONEY


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


OK, HELP ME DO THIS


FOR STARTERS:

Stop Doing This-> TV

Tablet

Computer

EventDR Mail

On Prod

Phone

OOH

RadioPrint

In-Store

PROVIDESLOCATION

TRANSACTIONAL

SOCIAL

MOBILEPERMANENT

CONNECTION

Person


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


IN-SOURCELEARN TO DO THIS YOURSELF


TRADITIONAL DIGITAL MOBILE

WORK ACROSS ALL TEAMS


AND INCLUDE:Operations, IT, Etc.


ORGANIZATIONAL STRATEGIES


IT MIGHT NOT BE EASY


“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


WHAT’S A GOOD FIRST STEP?


MOBILIZE INTERNALLYCreate a cross company task force

Mobilize internal processes


Demonstrate The Efficiencies Gained Through Internal Mobilization


! !

BRING IN OUTSIDE HELP TO ACT AS NEUTRAL GROUND

A Mobilizing Workshop


Net Result Will Be A Complete Change Of Your Marketing


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.

http://processcoaching.com/fourstages.html

http://processcoaching.com/fourstages.html


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


RESPONSIVE DESIGN DOMINATES NOWsimple 4 years ago simple today

Responsive Design IS an evolution not the final destination of good mobile


THE POINT:

Start Simple. Work with your internal

groups and you will become an unconscious expert in no time.



Want More?http://www.slideshare.net/genekeenan1/presentations

Download:

“Connected Media Planning Framework”

http://www.slideshare.net/genekeenan1/presentations

http://www.slideshare.net/genekeenan1/presentations


BEFORE WE CUT THIS RECORD, THERE IS ONE MORE THING...


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



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


WHAT DOES THIS MEAN TO ME?


WEARABLE COMPUTING+


KILLER MARKETING OPPORTUNITIES


+ iOS Device =

•Monitors Location! Location! Location!(EVEN IF PHONE IS ASLEEP)

•INSANE Accuracy

WHAT IS AN IBEACON?


KILLER MARKETING OPPORTUNITIES


WHAT IS IT GOOD FOR? SENSOR BASED MARKETING: UNLIMITED OPPORTUNITIES

ContactlessPayment

Where You AreExactly Indoors

Proximity Marketing

Check-In BasedCoupons and Offers


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


ARE YOU GETTING IT?


YES! YES! YES!

Welcome by Mobile Bootcamp Host: "State of the Industry"

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Transcript of Welcome by Mobile Bootcamp Host: "State of the Industry"