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
wi...
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 s...
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...
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 p...
The “mobile strategy.”
#5 - Myth:
 	
  
Real Marketing
Challenge
True Brand CapabilityUnmet User Need
	
  	
  Eco-System and Briefs
Digital Vision/Strategy
...
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
channe...
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 ...
3D
Active
Participatory
DO and ENABLE
CAPABILITY =
UTILITY +or ENTERTAINMENT
Nike	
  created	
  a	
  service	
  that	
  compares	
  different	
  materials’	
  environmental	
  
footprints	
  with	
  t...
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
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”
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”
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”
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”
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”
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”
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”
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”
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 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”

    1. 1. VCU July 18, 2013
    2. 2. Planning for mobile
    3. 3. jelee@hugeinc.com
    4. 4. 1993
    5. 5. 1995
    6. 6. 2001
    7. 7. 2005
    8. 8. 2008
    9. 9. 2010
    10. 10. The 10 fallacy’s, myths and legends of planning for digital – with an extra special focus on “mobile”
    11. 11. Planners are entitled to direct digital strategy #1 - Fallacy:
    12. 12. UX Strategy Content Strategy Technology Strategy Business Strategy Product Strategy
    13. 13. User Brand Marketing Business Competition Creative Digital
    14. 14. Earn the right to be there. Truth:
    15. 15. The digital campaign. #2 - Myth:
    16. 16. 2D Simple Interruptive SAY
    17. 17. “You’re more likely to survive a plane crash than click a banner ad.” Solve Media.
    18. 18. 3D Active Participatory DO and ENABLE
    19. 19. Capability
    20. 20. Shift thinking from campaign to capability Truth:
    21. 21. Consumers know what they want # 3 - Legend:
    22. 22. Expectations Needs Desires
    23. 23. 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
    24. 24. Find the un-vocalized need. Truth:
    25. 25. Clients know what the problem is #4 - Legend:
    26. 26. Awareness Relevance Equity Sales ……
    27. 27. Likes Clicks Tweets ……
    28. 28. WHY? But WHY? WHY? WHY?
    29. 29. 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
    30. 30. Determine the root behavioral cause. Truth:
    31. 31. Planners alone own the brief #5 - Fallacy:
    32. 32. TV Print Outdoor Radio Event
    33. 33. Complicated
    34. 34. UX Strategy Content Strategy Technology Strategy Business Strategy Product Strategy
    35. 35. Be the glue
    36. 36. R.A.C.I
    37. 37. Inspire, identify, codify and translate ideas. Truth:
    38. 38. Mobile
    39. 39. 613MiPhones & Andriod Phones sold in 2012
    40. 40. Mobile > PC
    41. 41. 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
    42. 42. 56%of US adults own a smartphone
    43. 43. They spend about 82 minutes a day on average using mobile devices for activities other than calls.
    44. 44. 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
    45. 45. The “mobile strategy.” #5 - Myth:
    46. 46.     Real Marketing Challenge True Brand CapabilityUnmet User Need    Eco-System and Briefs Digital Vision/Strategy Creative IDEA
    47. 47. Define the roles
    48. 48. The mobile strategy is an extension of the digital strategy Truth:
    49. 49. Mobile can be handled separately. #6 - Fallacy:
    50. 50. “My laptop is in the other room. It’s not worth the effort to fetch it.” –Audience research subject
    51. 51. 89%use mobile while at home. Source: Yahoo Mobile Shopping Framework Study, 2011
    52. 52. 68.
    53. 53. 74minutes in mobile web 81minutes in native apps Source: Flurry, 2011
    54. 54. 70.
    55. 55. 62%search daily from their mobile device. Source: Google Mobile Planet
    56. 56. 72.
    57. 57. Integration of mobile into lives Should never be an after thought Ask how the idea needs to live in mobile
    58. 58. Design for an ecosystem, not a device. Phone TVLaptop/DesktopTabletphablets
    59. 59. Think idea and eco-system not device. Truth:
    60. 60. The Mobile banner. #7 - Fallacy:
    61. 61. “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.
    62. 62. 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  
    63. 63. 3D Active Participatory DO and ENABLE
    64. 64. CAPABILITY = UTILITY +or ENTERTAINMENT
    65. 65. Nike  created  a  service  that  compares  different  materials’  environmental   footprints  with  the  aim  of  leading  industry  sustainability  efforts.  
    66. 66. Nike+  enables  runners  to  run  more.    
    67. 67. Audi  A4  driving  challenge  is  a  fun  app  that  gets  people  to  experience  an  A4    
    68. 68. Create something useful and/ or entertaining. Truth:
    69. 69. Mobile planners have crazy mad skills. #8 - Legend:
    70. 70. Context Utility Value Un-vocalized need
    71. 71. Inspire, identify, codify and translate ideas
    72. 72. Same skills different application. Truth:
    73. 73. You can’t measure success in mobile Fallacy:
    74. 74. Create the right things.
    75. 75. Participation Useful/Entertaining Repeated use Brand Value
    76. 76. Success = Participation + Utilization Truth:
    77. 77. Let’s recap
    78. 78. Earn the right to be there. Truth:
    79. 79. Shift thinking from campaign to capability Truth:
    80. 80. Find the un-vocalized need. Truth:
    81. 81. Determine the root behavioral cause. Truth:
    82. 82. Inspire, identify, codify and translate ideas. Truth:
    83. 83. The mobile strategy is an extension of the digital strategy Truth:
    84. 84. Think idea and eco-system not device. Truth:
    85. 85. Create something useful and/or entertaining. Truth:
    86. 86. Same skills different application. Truth:
    87. 87. Success = Participation + Utilization Truth:
    88. 88. Questions…
    89. 89. hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843

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