CRM EVERYWHERE - MOBILE AS PLATFORM

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This is a very short 7-8 minute presentation I gave on a panel at adtech this past month. The main thrust of this POV is that the internet is everywhere and if we don't adopt that strategy then we will fail. The implication is mobile and connected devices need to be thought of as a platform instead of another planning channel. Many refer to this as Mobile First but I prefer Mobile led Omni Channel Planning. The reason for this is many in the tech industry are still thinking in silos but because of the popularity of mobile say do mobile first. Hence the name Mobile First.

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CRM EVERYWHERE - MOBILE AS PLATFORM

  1. 1. MOVING ON MOBILEHOW CRMCHANGESEVERYTHING IN LESSTHAN 10 MINUTESAPRIL 9, 2013 @august_west hello@thecollectivefactory.com
  2. 2. THE ROOTS OF CRM CHANGE@august_westhello@thecollectivefactory.com
  3. 3. The Internet IS NOWThe Internet IS NOW EVERYWHERE E
  4. 4. The Internet IS part of EVERYTHING INTERNAL EXTERNAL (ENTERPRISE) (ENTERPRISE) + CONSUMER EXTERNAL SYSTEMS
  5. 5. INFORMATION:BITS FREE OF SPACE ANDTIME THAT CHANGESBASED ON USER NEED
  6. 6. EVERYTHINGBECOMESCRM- Can’t Really Make it without mobile -
  7. 7. THE CASE@august_westhello@thecollectivefactory.com
  8. 8. BEFORE INTERNET EVERYWHERE TRAVEL LIFECYCLE Post Sell Pre-Arrival Departure
  9. 9. AFTER INTERNET EVERYWHERE Dream Re-live & Shop & Share ConsiderDeparture Book / TRAVEL Reserve STAGES Stay & Plan & RE-DEFINED Enjoy Prepare Arrival / Transit / Welcome En route
  10. 10. CHANGE WHAT DO YOURCOMMUNICATIONS LOOK LIKE WITH INTERNET EVERYWHERE?
  11. 11. PLATFORM NOT CHANNEL Data the brand knows about the user + third party intelligence ONLINE PRODUCT TV The User: • Time/Space • Device Type/Cognitive • Emotional - Desires and needs EMAIL PRINT TIME/SPACE COGNITIVE Media Types RADIO EVENT EMOTIONAL DM IN- STORE OOH BRAND BRAND CAN NOW ASCERTAIN INTENTThe connector of media, user, REGARDLESS OFtime/space and brand MEDIA CHANNEL
  12. 12. IMPLEMENTATION IMPLICATIONS FOR YOU
  13. 13. STOP THINKING IN SILOS
  14. 14. TAKE YOUR DATA OUT OF ISLANDS email direct mail online marketing in-store sales TV sales
  15. 15. CONTENT STRATEGIES AND EXPERIENCES TOADDRESS THE CURRENT USER NEED STATE
  16. 16. EXAMPLE:Devices NOW conform to theneeds of users: How come yourcommunications don’t?
  17. 17. ONE TEAM ON-BOARD OR FIRE YOUR IT STAFF
  18. 18. THANK YOU!• Gene Keenan• M. 415.218.7369• hello@thecollectivefactory.com• @august_west• Linkedin.com/in/genekeenan

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