BITB -- There's No Room for a Mobile Markting Neophyte
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BITB -- There's No Room for a Mobile Markting Neophyte

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Chris Book's presentation at agencyside's "Back in the Black" account team training.

Chris Book's presentation at agencyside's "Back in the Black" account team training.

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    BITB -- There's No Room for a Mobile Markting Neophyte BITB -- There's No Room for a Mobile Markting Neophyte Presentation Transcript

    • There’s no Room in the Agency for a Mobile Marketing Neophyte Chris Book Back in the Black: April 28 – 29, 2011
    • Why should agencies care?
      • This is the 5 th consecutive “year of mobile”
      • And thus, the 5 th consecutive year of agencies struggling to capitalize on it
    • Why should agencies care?
      • Smartphones are outselling PCs
        • In the last 3 months of 2010 110.9 million smartphones were shipped globally, compared to 92.1 million PCs*
        • Factor in the “mobile” tablets populating the market and the fact that they run mobile applications while performing the lion’s share of PC tasks...time to shift your business
      • *IDC Report
    • Why should agencies care?
      • In 2010 there were 60 million smartphones in the U.S. By the end of 2011, there will be an additional 2011*
      • *Nielsen
    • Why should agencies care?
      • Mobile advertising is continuing to grow
        • eMarketer predicts that 2011 US mobile ad spending will grow 50% from 2010 to more than $1billion
        • Globally, this market is spend is estimated at $16 billion
          • This is despite the fact that advertisers have complained of negative ROI
    • Why agencies fail?
      • Because agencies are agencies
        • They rely on hours and projects – they’re not built to function without rules and boundaries
        • Mobile specifically cannot be treated like a line item
          • It’s not easily replicated from client to client
          • The devices are no standard experiences
    • Why agencies fail?
      • Computers allow for standard browsing experiences and standard deliverables such as SEO, PPC, email, etc.
        • Mobile is different
          • Reduced screen size
          • No standard application experience
          • Few standard deliverables
      • An agency is at great risk when showing their inability to go outside-the-box in areas such as new media and technology
    • Why agencies fail?
      • The clients haven’t seen return in a business that depends on “showing” as much as “growing”
        • Facebook Places and Foursquare generate up to a 2% revenue boost when implemented.*
        • You cant provide tangible results, if there aren’t result to be had
        • Previously mentioned negative ROI in mobile advertise furthers this point
      • *Applied Predictive Technologies
    • How to do it well – 5 Steps
      • Don’t be an agency
        • Cut the cord, Break the hours trap
          • Clients have trouble spending hours-based dollars when they’re in uncharted waters
          • Quote a project on a fixed bid
          • Having mobile expertise puts you ahead of the curve. You want to get these projects under your belt. It’s an investment in the future
    • How to do it well – 5 Steps
      • Build tools, not ads
        • The ABSOLUTE necessity in mobile is utility to the end user.
        • Apps don’t have to be limited to your client, they just need to provide utility in the way of the core of their business
          • Example: Best Western breadcrumbs app
        • Few of the top rated applications are actually client specific – it’s an uphill battle (http://www.makeitbetter.net/family/education/1031-the-25-best-iphone-applications)
        • Ads detracts from a focused user experience. This could be pulled off on the web. With small screens and no ability to multi-tasks, ads do more harm than good. Stay with utility.
    • How to do it well – 5 Steps
      • Invest in technology
        • Poor user experience in mobile is far more fatal than with traditional PCs
          • Crashes and lag-time inhibit the very essence of the mobile experience
          • Staff your agency with qualified technology professionals
            • Avoid off-shore – Clients are protective about their ideas and work like this requires synchronization between groups. Don’t present the idea of off-shoring, regardless of how big your eyes get when seeing the bottom line savings.
    • How to do it well – 5 Steps
      • Avoid Apple Derangement Syndrome: Be Multi-platform
        • Develop experiences across all mobile platforms*
          • Android 33%
          • Blackberry 29%
          • iPhone 25%
          • Windows 8%
          • Palm 2.8%
        • eMarketer finds that usage among Android and iPhone for tasks (email, media, news, social) is nearly identical
        • *ComScore
    • How to do it well – 5 Steps
      • Think long-term
        • These are not campaigns – these are paradigm shifts
          • The tools must be cultivating relationships with customers over time
          • You and your clients must be willing to do things differently (and so should you!)
          • Reacting in real-time
          • Being accountable in the social web
    • Thank You
          • Chris Book
          • www.chatterplug.com
          • @chatterplug