Private & Confidential – Copyright Addictive Ltd 2011
MOBILE, SOCIAL & TECH
REINVENTING MARKETING
Simon Andrews
Founder - ...
Private & Confidential – Copyright Addictive Ltd 2011
Private & Confidential – Copyright Addictive Ltd 2011
THE KEY TO THE WORLD
Private & Confidential – Copyright Addictive Ltd 2011
& IT’S NOT JUST ABOUT
MOBILE
Private & Confidential – Copyright Addictive Ltd 2011
“the future is already here. It's just not very
evenly distributed”
Private & Confidential – Copyright Addictive Ltd 2011
Private & Confidential – Copyright Addictive Ltd 2011
Private & Confidential – Copyright Addictive Ltd 2011
Private & Confidential – Copyright Addictive Ltd 2011
A fragmented world
Private & Confidential – Copyright Addictive Ltd 2011
People
Physical
Places
Promo’s
Devices
THE NEW 4Ps OF MARKETING
Private & Confidential – Copyright Addictive Ltd 2011
REIMAGINATION
Private & Confidential – Copyright Addictive Ltd 2011
Mobile; Reimagining everything
Private & Confidential – Copyright Addictive Ltd 2011
Private & Confidential – Copyright Addictive Ltd 2011
Retail
Private & Confidential – Copyright Addictive Ltd 2011
Money
Private & Confidential – Copyright Addictive Ltd 2011
Publishing
Private & Confidential – Copyright Addictive Ltd 2011
TV
Private & Confidential – Copyright Addictive Ltd 2011
Private & Confidential – Copyright Addictive Ltd 2011
Brands recognise new complexity in
Marketing
Private & Confidential – Copyright Addictive Ltd 2011
But Agencies slow to adapt…
Private & Confidential – Copyright Addictive Ltd 2011
But Agencies slow to adapt…
Private & Confidential – Copyright Addictive Ltd 2011
Advertising
27/06/2013 Trainer: Andrew Hood, MD, Lynchpin |22
$50 bi...
Private & Confidential – Copyright Addictive Ltd 2011
Opportunity
or Threat?
Private & Confidential – Copyright Addictive Ltd 2011
What we’re thinking about…
http://www.flickr.com/photos/9278377@N03/...
Private & Confidential – Copyright Addictive Ltd 2011
Tablets
27/06/2013 Trainer: Andrew Hood, MD, Lynchpin |25
Private & Confidential – Copyright Addictive Ltd 2011
Social
Private & Confidential – Copyright Addictive Ltd 2011
Context
Private & Confidential – Copyright Addictive Ltd 2011
Loyalty
Private & Confidential – Copyright Addictive Ltd 2011
MOBILE MOBILE
FIRST MAJORITY
Private & Confidential – Copyright Addictive Ltd 2011
Mobile
Web
Social
Mobile
Search
ATL
Response
App
Stores
Type in URL ...
Private & Confidential – Copyright Addictive Ltd 2011
MOBILE FIRST
ALWAYS SOCIAL
TRULY INTEGRATED
OBSESSED WITH ROI
MODERN...
Private & Confidential – Copyright Addictive Ltd 2011
& GREAT IDEAS
Private & Confidential – Copyright Addictive Ltd 2011
simon@addictivemobile.com
mobilefix@addictivemobile.com
@addictivemo...
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Mobile, Social & Tech - Reinventing Marketing - June 2013

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The deck I shared at the econsultancy Digital & Data conference in London today - part of the Marketing Week Live event at Olympia

Published in: Business, Technology
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  • 20 years ago I worked on the launch of home computers in the UK for compaq – people couldn’t understand why you would have office equipment at home – but the lure of CDRoms and desktop publishing got people on board. Now we have computing as it was meant to be – portable, you talk tp it and use touch – so you are constantly in touhchwih every bit of info in the world
  • Smartphones tablest and phablets are the key to the world for millions of people
  • One key thing about mobile is that innovation & inspiration is global not just US
  • New data from Deloiite shows 36m people in the UK have smartphones now
  • And almost 18m have bought using mobile
  • GAFA drives the innovation and brands need help navigating this new ecology
  • But it’s a very fragmented world – different technologies, screen sizes and behaviours make mobile complicated so having a smart strategy is essential
  • We use the 4ps to look at the world – devices are important but People = socialPlaces – locationPromos – coupons and offersPhysical - = qr, nfc, ar, google goggles etc
  • Amazon sell moreebooks than paper ones
  • Showrooming is hugeas it solves a problem – is this the right product, it it the right price
  • Jackdorsey who invented twitter need something to do in the afternoon so started another billion$ business that is revolutionising money
  • Next generation of talent will come from youtube not ITV
  • But agencies havent changed that much – you would still recognise an agency from mad men – 50 years onExcept the tailoring isn’t as good and it a bit less sexist
  • Mckinsey suggest that the old fashioned marketing funnel is out of date and the new model is more about social. This new complexity means media choices will be driven by data and proof of effect
  • Whilst WPP big up their spend on digital – as being around the same as News Corp
  • But its just a small proportion of the overall spend
  • As money follows audience there is a big shift underway -
  • Is that good for you, or bad?
  • Tablets are a huge schage but few people are focusing on creating bespoke content and services
  • A glimpse of the future of mobile
  • Transcript of "Mobile, Social & Tech - Reinventing Marketing - June 2013"

    1. 1. Private & Confidential – Copyright Addictive Ltd 2011 MOBILE, SOCIAL & TECH REINVENTING MARKETING Simon Andrews Founder - Addictive
    2. 2. Private & Confidential – Copyright Addictive Ltd 2011
    3. 3. Private & Confidential – Copyright Addictive Ltd 2011 THE KEY TO THE WORLD
    4. 4. Private & Confidential – Copyright Addictive Ltd 2011 & IT’S NOT JUST ABOUT MOBILE
    5. 5. Private & Confidential – Copyright Addictive Ltd 2011 “the future is already here. It's just not very evenly distributed”
    6. 6. Private & Confidential – Copyright Addictive Ltd 2011
    7. 7. Private & Confidential – Copyright Addictive Ltd 2011
    8. 8. Private & Confidential – Copyright Addictive Ltd 2011
    9. 9. Private & Confidential – Copyright Addictive Ltd 2011 A fragmented world
    10. 10. Private & Confidential – Copyright Addictive Ltd 2011 People Physical Places Promo’s Devices THE NEW 4Ps OF MARKETING
    11. 11. Private & Confidential – Copyright Addictive Ltd 2011 REIMAGINATION
    12. 12. Private & Confidential – Copyright Addictive Ltd 2011 Mobile; Reimagining everything
    13. 13. Private & Confidential – Copyright Addictive Ltd 2011
    14. 14. Private & Confidential – Copyright Addictive Ltd 2011 Retail
    15. 15. Private & Confidential – Copyright Addictive Ltd 2011 Money
    16. 16. Private & Confidential – Copyright Addictive Ltd 2011 Publishing
    17. 17. Private & Confidential – Copyright Addictive Ltd 2011 TV
    18. 18. Private & Confidential – Copyright Addictive Ltd 2011
    19. 19. Private & Confidential – Copyright Addictive Ltd 2011 Brands recognise new complexity in Marketing
    20. 20. Private & Confidential – Copyright Addictive Ltd 2011 But Agencies slow to adapt…
    21. 21. Private & Confidential – Copyright Addictive Ltd 2011 But Agencies slow to adapt…
    22. 22. Private & Confidential – Copyright Addictive Ltd 2011 Advertising 27/06/2013 Trainer: Andrew Hood, MD, Lynchpin |22 $50 billion opportunity globally
    23. 23. Private & Confidential – Copyright Addictive Ltd 2011 Opportunity or Threat?
    24. 24. Private & Confidential – Copyright Addictive Ltd 2011 What we’re thinking about… http://www.flickr.com/photos/9278377@N03/3176428748/
    25. 25. Private & Confidential – Copyright Addictive Ltd 2011 Tablets 27/06/2013 Trainer: Andrew Hood, MD, Lynchpin |25
    26. 26. Private & Confidential – Copyright Addictive Ltd 2011 Social
    27. 27. Private & Confidential – Copyright Addictive Ltd 2011 Context
    28. 28. Private & Confidential – Copyright Addictive Ltd 2011 Loyalty
    29. 29. Private & Confidential – Copyright Addictive Ltd 2011 MOBILE MOBILE FIRST MAJORITY
    30. 30. Private & Confidential – Copyright Addictive Ltd 2011 Mobile Web Social Mobile Search ATL Response App Stores Type in URL & judge; Do you get the info you need? Can you take the action ( buy, fill form)? Is it a good brand experience? Search relevant term; Are we high in paid & organic? Is the destination correct? Is it mobile optimised? Look at ATL advertising; Does a customer know how to respond? It is clear what to do? Search brand and sector terms in iTunes store & Google Play; Is it clear which are official apps? Is there anything useful? Does anything reinforce the brand? Search for the brand in Facebook & other social on mobile; Is it clear what relates to the brand? Are pages & apps optimised for mobile? Is click through content mobile optimised?
    31. 31. Private & Confidential – Copyright Addictive Ltd 2011 MOBILE FIRST ALWAYS SOCIAL TRULY INTEGRATED OBSESSED WITH ROI MODERN MARKETING;
    32. 32. Private & Confidential – Copyright Addictive Ltd 2011 & GREAT IDEAS
    33. 33. Private & Confidential – Copyright Addictive Ltd 2011 simon@addictivemobile.com mobilefix@addictivemobile.com @addictivemobile IT’S TIME TO EXPERIMENT

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