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The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra Special Focus on “Mobile”
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The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra Special Focus on “Mobile”

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Jonathan Lee, Managing Director, Marketing Strategy at Huge, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning, on July 18th, 2013 at ...

Jonathan Lee, Managing Director, Marketing Strategy at Huge, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning, on July 18th, 2013 at the VCU Brandcenter in Richmond.

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  • Same people who are going to work on project usually attend capability presentations so that relationships can start between us and the client. Our goal is that the majority of our people at client meetings are recurring.
  • We want to get to know our client’s products. We buy them, use them, live with them – in order to better understand the customer and make better design decisions.
  • We want to get to know our client’s products. We buy them, use them, live with them – in order to better understand the customer and make better design decisions.
  • Spreading faster than any other technology in history
  • 3 biggest challenges to this project:People feel that applying for a credit card is a BIG DEAL and the phone doesn’t feel serious enough for that type of action.People think applying for a credit card is a long, laborious process, and it would be incredibly tedious to do on a phone.Security—people still don’t trust security on their personal computers more than on their mobile devices.
  • 86% say while watching TV!
  • Previous tasks that were done solely on the laptop are slowly being supplanted by the tablet and the smartphone ("I use whatever's convenient")
  • But games and social networking account for 79% of those 81 minutes.
  • Previous tasks that were done solely on the laptop are slowly being supplanted by the tablet and the smartphone ("I use whatever's convenient")
  • 86% say while watching TV!
  • Teenage girl doesn't know what it means to be offline; teenage girls texting each other while in the same room

The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra Special Focus on “Mobile” The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra Special Focus on “Mobile” Presentation Transcript

  • VCU July 18, 2013
  • Planning for mobile
  • jelee@hugeinc.com
  • 1993
  • 1995
  • 2001
  • 2005
  • 2008
  • 2010
  • The 10 fallacy’s, myths and legends of planning for digital – with an extra special focus on “mobile”
  • Planners are entitled to direct digital strategy #1 - Fallacy:
  • UX Strategy Content Strategy Technology Strategy Business Strategy Product Strategy
  • User Brand Marketing Business Competition Creative Digital
  • Earn the right to be there. Truth:
  • The digital campaign. #2 - Myth:
  • 2D Simple Interruptive SAY
  • “You’re more likely to survive a plane crash than click a banner ad.” Solve Media.
  • 3D Active Participatory DO and ENABLE
  • Capability
  • Shift thinking from campaign to capability Truth:
  • Consumers know what they want # 3 - Legend:
  • Expectations Needs Desires
  • Truth: Horses were difficult to maintain, messy, slow and unreliable Ask: A faster, dependable and more efficient horse without the mess Un-Vocalized Need: An affordable, accessible means of transportation for the middle class: The Model T
  • Find the un-vocalized need. Truth:
  • Clients know what the problem is #4 - Legend:
  • Awareness Relevance Equity Sales ……
  • Likes Clicks Tweets ……
  • WHY? But WHY? WHY? WHY?
  • Sales are down why? Competition is stealing share why? We are no longer seen as “special” why? Longevity has made us the staple + Mass Get our “Stige” back
  • Determine the root behavioral cause. Truth:
  • Planners alone own the brief #5 - Fallacy:
  • TV Print Outdoor Radio Event
  • Complicated
  • UX Strategy Content Strategy Technology Strategy Business Strategy Product Strategy
  • Be the glue
  • R.A.C.I
  • Inspire, identify, codify and translate ideas. Truth:
  • Mobile
  • 613MiPhones & Andriod Phones sold in 2012
  • Mobile > PC
  • To reach an audience of 50 million people (users): Radio took 38 years Television 13 years The Internet 4 years Facebook 3.5 years Instagram took 1.3 years
  • 56%of US adults own a smartphone
  • They spend about 82 minutes a day on average using mobile devices for activities other than calls.
  • 77% check weather 68% Use social networks 65% get turn by turn navigation 64% get news online 64% play a game 58% upload photos 53% listen to online radio service 44% check bank balance 31% visit government website 24%usecoupondeals 16%watchmovies/TVshows
  • The “mobile strategy.” #5 - Myth:
  •     Real Marketing Challenge True Brand CapabilityUnmet User Need    Eco-System and Briefs Digital Vision/Strategy Creative IDEA
  • Define the roles
  • The mobile strategy is an extension of the digital strategy Truth:
  • Mobile can be handled separately. #6 - Fallacy:
  • “My laptop is in the other room. It’s not worth the effort to fetch it.” –Audience research subject
  • 89%use mobile while at home. Source: Yahoo Mobile Shopping Framework Study, 2011
  • 68.
  • 74minutes in mobile web 81minutes in native apps Source: Flurry, 2011
  • 70.
  • 62%search daily from their mobile device. Source: Google Mobile Planet
  • 72.
  • Integration of mobile into lives Should never be an after thought Ask how the idea needs to live in mobile
  • Design for an ecosystem, not a device. Phone TVLaptop/DesktopTabletphablets
  • Think idea and eco-system not device. Truth:
  • The Mobile banner. #7 - Fallacy:
  • “Brands should stop focusing on clicks or “likes”.Awhole industry is stuck on trying to force old metrics on to new channels. Too many businesses are thinking ‘I need to sell inventory’, rather than ‘How can I add value to a smartphone, or a new device?” -StefanOlander,vice-presidentofdigitalsportforNiketalkingaboutengagementopportunitieson Mobile.
  • 1. The typical Internet user is served 1,707 banner ads per month 2. Click-through rates are 0.1 percent. 3. The 468 x 60 banner has a 0.04 percent average click rate. 4.An estimated 31 percent of ad impressions can’t be viewed by users 5. Up to 50 percent of clicks on mobile banner ads are accidental.Data from Comscore & Double click  
  • 3D Active Participatory DO and ENABLE
  • CAPABILITY = UTILITY +or ENTERTAINMENT
  • Nike  created  a  service  that  compares  different  materials’  environmental   footprints  with  the  aim  of  leading  industry  sustainability  efforts.  
  • Nike+  enables  runners  to  run  more.    
  • Audi  A4  driving  challenge  is  a  fun  app  that  gets  people  to  experience  an  A4    
  • Create something useful and/ or entertaining. Truth:
  • Mobile planners have crazy mad skills. #8 - Legend:
  • Context Utility Value Un-vocalized need
  • Inspire, identify, codify and translate ideas
  • Same skills different application. Truth:
  • You can’t measure success in mobile Fallacy:
  • Create the right things.
  • Participation Useful/Entertaining Repeated use Brand Value
  • Success = Participation + Utilization Truth:
  • Let’s recap
  • Earn the right to be there. Truth:
  • Shift thinking from campaign to capability Truth:
  • Find the un-vocalized need. Truth:
  • Determine the root behavioral cause. Truth:
  • Inspire, identify, codify and translate ideas. Truth:
  • The mobile strategy is an extension of the digital strategy Truth:
  • Think idea and eco-system not device. Truth:
  • Create something useful and/or entertaining. Truth:
  • Same skills different application. Truth:
  • Success = Participation + Utilization Truth:
  • Questions…
  • hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843