This deck explains in human terms why Mobile Marketing is good for you. It also contains lots of useful bits that we hope will help you share and define that mysterious "big picture" for your boss. - Enjoy.
Hi, I’m Brady. The moment I realized (10 Years
ago) I could be connected to my businesses
anywhere I got off my butt and out into the
The Most exciting era in computing is headed
our way. Bring on the mobile revolution and
let’s invent the future.
Marketers are ﬁghting against
media channels that people no
longer pay attention to.
We’re on a quest to connect
with our customers...
...and we’re measured by how
effective we are. The pressure
Mobile marketing has been
fumbling along for over a decade.
Until now, most device screens
were small, the browsers crappy,
the development tools cumbersome
and internet access painfully slow.
All that has changed dramatically in the
past 24 months and will leap forward in
the next 12 (Tablet mania is upon us!)
(The stuff in the picture was state of the art in 1999)
computing will change
the way we do many
Successful marketers embrace,
invent and ride the wave.
(In this picture I’m receiving a restaurant reservation on my
iPhone under Niagra Falls. I know, I know...anytime anywhere
can get silly.)
These little portable computers
empower us to ﬁnd, know, play,
connect, record and participate in ways
only limited by imagination. They
represent the next computing
paradigm. This is a big deal.
In this picture I’m reading a GPS powered tourist guide while
walking Paris. This changed my experience of the city -
especially the talking phrase book and cheese guide.
In many ways, the term
“SmartPhone” is like calling your
computer a SmartCalculator.
Smartphone is a massive
understatement for something that
represents such a social and
technological leap forward.
Unfortunately, we’re stuck with it for
The Mobile Web is
a Blue Ocean for
A Blue Ocean Strategy is a way to make the
competition irrelevant by creating a leap in
value for both the company and its customers.
(This is a great book if you’re looking for some inspiration.)
There are eight important
themes that make the adoption
of mobile critical to marketers.
Not being discoverable
when a customer comes
looking is a marketer’s
Truth: customers may look for you
when you least suspect it in ways
you can’t yet imagine.
Those that carry “smart”
devices are generally
wealthier, younger, connected
and desirable customers.
These are the folks traditional media has a
brutal time tracking down.
The biggest age cohort after boomers are the millennials
and this group loves Smartphones. BTW they will be
more signiﬁcant for marketers than baby boomers in a
very short order. Be ready.
Those that carry these
devices use them to get
information and make
decisions in real time.
There is no other medium that is always
going to be in the right place at the right
This is the most
personal media people
If your message is consumed here you have
broken through the clutter. This is the Mount
Everest of marketing.
Mobile devices are among the most personalized
entertainment appliances people will ever own.
You can mess with your
competitors at point of
I can’t count the number of times I bought
at Amazon while actually shopping in
another store. Mobile delivers the truth
about cost, quality and service at the
moment it matters most.
Mobile allows you ﬁght behind enemy lines.
Those that carry these devices
use them to navigate, organize
and remember their world.
Are you doing all you can to be found,
compatible and remembered?
Be a wingman.
Your customers are looking for a meaningful
information hit or an incentive. Your
information design needs to be relevant and
conceived for the moment of consumption.
Simply turning regular web into mobile web is
a wasted opportunity. Think like a salesperson.
It’s a race -
and losing sucks.
Marketplace momentum for mobile
adoption is real. The faster you start
inventing, using and measuring mobile
marketing techniques the faster this
becomes a competitive advantage.
Will 2010 the year of Mobile?
No. 2010 is simply the year it
can’t be ignored.
The year of mobile was 2008. Remember
all those people lining up to get their
paws on the iPhone 3G? That was the
All those huge numbers describing the number of apps
downloaded or huge demand for wireless data are simply the
evidence that the adoption curve is getting steeper. Everywhere
you look the experts are pulling out the stats. If you accept this
tipping point fact you can ignore the stats and get on with
doing business while most of your competitors are still
wondering if its viable.
Leading means doing something TRULY unique. If you copy
something already done you will never get the buzz you
If you follow the customer they will lead you to proﬁts.
Knowing what persuades is going to generate a return on
your investment but it requires serious thinking to get there.
Only trust those
who can count.
A little ROI math tends to neutralize the bull. If you
ﬁnd that your agency can’t do the math you may
want to move along.
Avoid “Experimental” projects. Experimental
implies that it’s “OK” to fail and while failing
happens it should never be “OK”.
“Do or do not. There is no try” - Yoda.
Television is to mass
media what mobile
is to personal media.
Personal media beats everything because
it’s individually meaningful. Meaningful is
always more persuasive.
To App or not to App.
Many standalone marketing Apps are to
mobile what CDROMs were before the
Apps are Very cool if done brilliantly but
not everyone is able to afford the true
costs (development and promotion)
For many marketers other mobile approaches
are affordable investments with excellent ROI.
Ponder the mobile web and
remember all the times a
mobile search failed to deliver.
Understand this dilemma and you can see how
fundamentals form the foundation of mobile
Most realtime out of home problem solving usually starts
with a mobile search triggered by a real world event.
It’s never a bad idea to design excellent mobile websites
and mSEO if you want customers to ﬁnd and read your
stuff while out in the world .
As far as marketing is
concerned, you really need to
cover all the bases from mobile
web to search to Apps.
Combine all the tools and you are
sure to ﬁnd gold in the hills. Reach
should come before pizzazz.
Google, Microsoft, Nokia, Palm and a
host of others are paying attention to
the Apple’s success and the
ecosystem they created.
We suggest it’s prudent to look at
marketing tactics that ﬂoat between
all platforms. These guys are going to
seriously battle it out. Avoid getting
caught in the crossﬁre and your ROI
will thank you.
If you can’t measure
it don’t do it.
At this stage of the game you are buying
three things: ROI, an education and a deeper
understanding of customer patterns.
All of these are important and all need to be
One last thought.
Do something now. If you are the last to the
party you may ﬁnd your customers dancing
with someone else.
Mobile is full of potential. The closer you get to
the sales decision the higher your potential to
take the prize.
Procrastinators and dawdlers rarely ﬁnish a race
in the top 10.
Stop by and see what we are reading.
mobile We are a mobile
to helping our
clients use mobile
in awesome ways.
Drop us a line if you want to get excited
about mobile and talk tactics.