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Mobile Connects the Future

Mobile Connects the Future



The impact of mobile on emerging and future channels

The impact of mobile on emerging and future channels



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    Mobile Connects the Future Mobile Connects the Future Presentation Transcript

    • ! !Connecting Mobile:!! !Now and in the future!
    • mark.brill@brandemotivity.com!!About me! @marktxt4ever // @brandemotivity! txt4ever.wordpress.com! 20 years in digital!Mobile Strategy! 9 years in mobile! & Innovation!Senior Lecturer
 Chair of DMA
 Mobile Council
 Future Media! Chair of DMA 
@myfuturemedia! Awards!
    • Some of the brands !we work with!
    • Today’s landscape is divided! Smartphone Adopters! High adoption rates have seen massive explosion in the market for the mobile internet and apps! Mass Market! Many devices are still base around simple calling and texting with small screens and slow connections!
    • But we’rebecoming‘smarter’,faster!
    • Every second 4.6 iphones 
and 8.1 Android 
devices are sold.!4.2 babies are bornevery second.!
    • 54%!of Facebook users
access from mobile!
    • More people in China 
access the internet from 
mobile than fixed lines!
    • 13%!of US retail traffic comes 
from mobile devices!
    • Twitter makes more
money from mobile 
ads than from desktop!
    • 10%! of media time is spent
 in mobile devices! ! 7%! of media time is spent
 in print! !
    • More stats?!!
    • !The rise of the convergent device!
    • What does this meanfor brands?!If you’re not in mobile then, for manyusers, you just won’t exist!!
    • How do you define
mobile marketing! ?! !
    • Some people think it’s the technologies! SMS/ Responsive MMS Messaging IM Mobile Independant Web Push Native Microsite Bluetooth Alert Apps Functional: QR/AR Proximity WiFi Utility/ Social NFC Media(here’s a quick guide)!
    • But technology is only a
tool to deliver
    • Many brand say: !‘We want an app!’! ! !but what they need is a strategy!!
    • !ASOS has a brand platform!
    • So does this French supermarket!
    • An app can be tactical!
    • It can wake 
 !you up in the morning!
    • The mobile web is !also important !for brands!
    • Mobile web is a brand hygiene factor …!
    • It can deliver a rich, tactical experience!
    • So what does 
the future !hold for mobile?!
    • We can’t always predict the future! ‘Do  you  think  that  computers  will  be  radios,     stereos,  things  like  that?’     ‘No,  I  think  they’ll  just  be  computers’   Steve  Jobs,  1990  
    • But this isn’t it!!h/p://www.youtube.com/watch?v=9SJsk1L2RUg  
    • The future of mobileis about makingconnections!
    • With the fall of old media
comes the rise of the new!
    • h8p://www.facebook.com/fordfiesta/app_114120472024228  !Content and 
    • Data will take new forms (good or bad)!h/p://www.youtube.com/watch?v=A2a_oaZX1Yg  
    • Advertising willbe more targeted(like it or not)!
    • !Especially location
!!! ! !50% ! !of Google’s mobile 
 !searches have 
 !location intent!!
    • !Location targeting can be fun! h/p://vimeo.com/44351185  Slide § 36
    • !SoMoLo is for every brand! h/p://therealSmereport.com/ 2011/04/05/innovaSve-­‐ markeSng-­‐via-­‐foursquare-­‐dog-­‐ food-­‐dispensing-­‐billboard/  
    • !Or maybe not …!h/p://www.youtube.com/watch?v=pqHWAE8GDEk  
    • Mobile connectsbrands’ service!h/p://www.youtube.com/watch?v=-­‐5AzeVa6EQA  
    • !Mobile connects packaging!
    •  Audio  connects  adverJsing  h/p://www.youtube.com/watch?v=WEXN9sdW_SE  
    • Shopswon’t beshops!
    • !They can pop up anywhere!h/p://www.youtube.com/watch?v=dTk_9pmqspE  
    • !Mobile connects devices!h/p://www.youtube.com/watch?v=xMyxGmBYTpo  
    • !Mobile connects products! h/p://www.youtube.com/watch?v=TcJAyjkkGs  
    • h8p://www.youtube.com/watch?v=zRxNmu5w1UE   ConnecJons     become     fricJonless   (and  fashionable)
    • The wheel is reinvented!
    • And newways tointeract!
    • The  future  will  feel  different  
    • h/p://www.youtube.com/watch?v=Rl-­‐qygUEE2c  And  flexible  
    •  Everything  becomes  a  screen   h/p://www.youtube.com/watch?v=g7_mOdi3O5E  
    • We’ve  come  a  long  way  
    • As consumers weare moving to asmart world!
    • Brands need to think … 

how can mobile help usconnect better?!
    • Thank you!!@marktxt4ever @brandemotivity!mark.brill@brandemotivity.com!txt4ever.wordpress.com!!