Rethinking mobile for brands- Planningness 2010

WHY BRANDS STRUGGLE WITH MOBILE TODAY, AND HOW TO RETHINK IT @avin_narasimhan @chroma 1

@avin_narasimhan @chroma Arnold Worldwide BBDO/Proximity 2

What branded mobile experiences can you think of that were truly great? 5

Marketers are spending more, but on more of the same stuff. 0 500 1000 1500 2000 2008 2009 2010 2011 2012 2013 Source: Emarketer Mobile Research 2010 Current + Projected Mobile Ad Spend (millions) 7

Source: Nielsen Report: “State Of Mobile Apps” Sept 2010 8

Source: TechCrunch Sept 2010 9

Perhaps it’s not surprising then that an iPhone app is often the ﬁrst suggestion. 10

It’s not at all wrong. It’s just not the only way. 13

Today we’ll focus our work session on what we think are 2 sources of the problem. 14

1 Starting with the wrong question. 15

“What should our “Where does mobile mobile experience behavior intersect be”? with our brand?” 16

INCENTIVE INFORMATION Providing monetary Educating, providing value (coupons or brand, product or promotions), or an service news,or exchange of brand answering questions currency (contests, and commentary. prizes) A framework for how we can best provide value to our community. Curating or developing Giving people a content, ideas and mechanism to make a platforms for entertainment decision, ﬁnd products, & involvement beyond brand messaging. or accomplish a task. ENTERTAINMENT UTILITY Source: Alan Wolk, “Your Brand Is Not My Friend” 2010 19

INCENTIVE INFORMATION A few others who we can learn from that are doing it well. ENTERTAINMENT UTILITY Source: Alan Wolk, “Your Brand Is Not My Friend” 2010 20

INCENTIVE INFORMATION It doesn’t have to be mutually exclusive. ENTERTAINMENT UTILITY Source: Alan Wolk, “Your Brand Is Not My Friend” 2010 21

How is our brand facilitating a decision? 24

2 Lumping mobile into one amorphous blob 25

Advertising Mobile Marketers view Direct Marketing The Brand Social Web of the world Promotions/ Events POS Digital Experience 26

Games Utility People’s Text Promos Social interaction Mobile Integration Experience with our ideas Location Mobile Site Aware Incentives Mobile Payment 27

Integration within mobile, rather than just integration OF mobile. 28

Multiple elements, rather than searching for one app solution. 29

Lots of mobile interactions that build to something bigger. 33

So let’s try and make something ourselves. 34

Create a multi-faceted mobile experience for one of these brands. How do we help make beer How do we enhance How do we deliver How do we raise awareness more like wine? Christmas shopping? urban utility? among athletes? How do we make the How do we make day- How do we enhance How do we enable experience of yoga better? to-day shopping better? people’s active lives? involvement in the cause? 35

Things to keep in mind. 36

1. Start with behavior. 2. Make it right for the brand. 3. Blow mobile up into its many pieces. 37

Some behaviors to start with. People expressing Ride social shopping Enable easy multi- collective support to encourage saving tasking on the go 38

INCENTIVE INFORMATION Providing monetary Educating, providing value (coupons or brand, product or promotions), or an service news,or exchange of brand answering questions currency (contests, and commentary. prizes) What might people ﬁnd most valuable from this brand? Curating or developing Giving people a content, ideas and mechanism to make a platforms for entertainment decision, ﬁnd products, & involvement beyond brand messaging. or accomplish a task. ENTERTAINMENT UTILITY Source: Alan Wolk, “Your Brand Is Not My Friend” 2010 39

A mobile experience with at least 3 non-app elements. 40

Branded apps are great, but not always the only answer. 41

They’re expensive. It can seem like an easy solution, but is often anything but. Why? It let’s us forget that there are many other aspects to a mobile experience. Many brands simply may not be a natural ﬁt for an app. 42

Games Utility Remember the different Text Promos Mobile Social Integration Experience aspects of mobile. Mobile Site Location Aware Incentives Mobile Payment 44

OK. Time for show and tell. 46

Not every answer, but hopefully a start for us all. 47

Creative and strategy are increasingly blurry. Mobile behavior pushes us to look to new source (design agencies, for example) for insights and Finally, some inspiration. implications Planners have the opportunity to get involved not just in strategy, but actually building ideas in a for planning space few truly grasp. Planning for all the moving parts of the experience (tactics) as well as the overall strategy. 48

Let’s keep the discussion going. @chroma @avin_narasimhan chroma.posterous.com avin.posterous.com facebook.com/ facebook.com/avin.narasimhan dinodemopoulos 49

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Rethinking mobile for brands- Planningness 2010

by Avin Narasimhan

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