Mobile First - What Brands Can Do

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Talk I gave at the AdAge Digital Conference in San Francisco. How brands can embrace mobile first.

Talk I gave at the AdAge Digital Conference in San Francisco. How brands can embrace mobile first.

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  • 1. Mobile now, first and onlySeptember 2012 CONFIDENTIAL
  • 2. People LOVE and NEED their phones 64% of consumers would give up 80% TV before their will not leave smartphone home without their smartphone© 2012 CONFIDENTIAL 2
  • 3. Greater access to mobile phones than safe drinking water© 2010 CONFIDENTIAL 3
  • 4. Time spent on mobile versus other activities Time spent per day Mobile Device Newspaper/ TV Internet Magazine >1 hour 44 minutes 4.3 hours 2.5 hours (30% increase from last year) 5.00 4.50 4.00 3.50 3.00 Hours 2.50 2.00 1.50 1.00 .50 0© 2012 CONFIDENTIAL 4
  • 5. Mobile cannibalizes PC’s & Internet 6.0B 1B PC’s mobile devices Mobile growth outpacing internet 3.0 2.5 Users in billions 8% 2.0 37% growth 1.5 growth 1.0 1.5B 1.1B 3G Internet 0.5 Mobile Users Subs 0© 2012 Source: IDC 2012, Mary Meeker CONFIDENTIAL 5 Global Internet Report 2012
  • 6. Mobile is a marketer’s goldmine —  Always on, always connected —  Advanced computing —  Deep personal relationship —  Data, data, data! —  Unprecedented engagement© 2012 CONFIDENTIAL 6
  • 7. Mobile advertising spend lags time spent Share of Average Time Spent per Day with Select Media by Adults vs. US ad Spending Share, 2011 50 Time spent share Ad spending share 45 40 35 % of spend 30 25 20 15 10 5 0 Magazines Newspapers Mobile Radio Internet* TV Note: *time spent with the internet excludes internet access via mobile, but online ad spending includes mobile© 2012 internet ad spending; due to this, the total of the ad spending shares for all the media adds up to more than 100% Source: eMarketer, Dec 2011 7 CONFIDENTIAL
  • 8. Mobile pervades all elements of life Web email 34% Mobile email 32% Voice 41% coordinate get togethers & meetings 77 minutes/day on smartphone apps 65% use phone for turn by 30% visit a turn business directions based on mobile search or reviews 50% of Facebook activity is on mobile 52% smartphone owners and 45% of tweets are use device while from mobile devices watching TV© 2012 CONFIDENTIAL Source: Pew Internet Research, Comscore, Nielsen 8
  • 9. Elements of a mobile first User Interface: User experience: •  Simplify •  Leverage hardware: camera, •  Prioritize GPS, sensors •  Delight with new ways to •  Multi-facet engagement: interact: touch, swipe, •  Work and play speak, shake •  Content and commerce© 2012 •  Travel and at home CONFIDENTIAL 9
  • 10. Thirst© 2012 CONFIDENTIAL 10
  • 11. Mobile approaches •  Deep brand identity •  Lightweight •  Network effects •  Control •  Easy to deploy •  Collective data •  Full phone features •  Cheaper than native •  Native app benefits •  Expensive •  Feature tradeoffs •  Developer management •  Long lead time •  Continuous discovery •  Limited distribution •  Less control •  Siloed data© 2012 CONFIDENTIAL 11
  • 12. Distributed mobile strategy© 2012 CONFIDENTIAL 12
  • 13. Leverage growth and engagement Growth + Engagement© 2012 CONFIDENTIAL 13
  • 14. Brands engage through the product Targeting through: Age Gender Location Interests© 2012 CONFIDENTIAL 14
  • 15. Integrated marketing driving retail and commerce© 2012 CONFIDENTIAL 15
  • 16. What are brands doing Deep Engagement Physical presence Home based© 2012 Opportunistic CONFIDENTIAL 16
  • 17. Where brands are spending time Identify Experiment Integrate •  Demo days •  Hackathons •  Test budget •  Agency programs •  Incubators and •  Investment / •  Task forces labs acquisition •  Pitch days •  Co-marketing •  API generation© 2012 CONFIDENTIAL 17
  • 18. Embrace the Silicon Valley ethos —  Shorter timelines —  Test, explore, learn —  Take risks© 2012 CONFIDENTIAL 18
  • 19. © 2012 CONFIDENTIAL 19
  • 20. Thank you! Cheryl Cheng ccheng@brv.com© 2012 CONFIDENTIAL 20