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iMedia Breakthrough 2013

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Opening presentation from iMedia 2013 Breakthrough in Austin, TX. I was the MC of this event. This opening presentation makes the case to use mobile as a platform instead of a channel. Subsequent …

Opening presentation from iMedia 2013 Breakthrough in Austin, TX. I was the MC of this event. This opening presentation makes the case to use mobile as a platform instead of a channel. Subsequent presentations from other presenters filled in the blanks

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  • 1. MOBILE BOOTCAMP: STATE OF THE INDUSTRY October 20, 2013 Wednesday, October 23, 13 1
  • 2. HELLO • 17 Years in Advertising • 12 Years in Mobile • Founding Member of Mobile Marketing Association • Mobi Magazine: Top 10 Thinker In Mobile • Top 100 People to Have Lunch With: Media Magazine 2 @august_west #imediasummit Wednesday, October 23, 13 2
  • 3. Special Mobile Consultant 3 Chief Strategy Officer Founder @august_west #imediasummit Wednesday, October 23, 13 3 The Collective Factory is a group that helps agencies, brands and tech companies mobilize effectively. Four Seasons is one of our clients ResponsiveAds - Is the responsive design company for advertising. We provide a tool that lets creative agencies create one ad that runs on all screens and all sizes thereby reducing creative production and more dynamic ads since it is all based on HTML
  • 4. O Mobile Strategy Where Art Thou? @august_west #imediasummit Wednesday, October 23, 13 4
  • 5. You seek a great fortune... You will find a fortune, though it will not be the one you seek. But first... first you must travel a long and difficult road, a road fraught with peril. - Blind Seer, O Brother, Where Art Thou? @august_west #imediasummit Wednesday, October 23, 13 Doing mobile is easy but like anything is tough at first 5
  • 6. SITUATION ROOM: BACKGROUND ON MOBILE @august_west #imediasummit Wednesday, October 23, 13 6
  • 7. WHAT WE THINK WE KNOW @august_west #imediasummit Wednesday, October 23, 13 Some of you think you have mobile down. you might be saying to yourself 7
  • 8. I am using responsive design @august_west #imediasummit Wednesday, October 23, 13 8
  • 9. I have an app made @august_west #imediasummit Wednesday, October 23, 13 9
  • 10. Were “hanging ads to drive app store downloads.” @august_west #imediasummit Wednesday, October 23, 13 10
  • 11. “I HAVE MOBILE DOWN BUT...” @august_west #imediasummit Wednesday, October 23, 13 11
  • 12. THERE ARE A FEW THINGS EATING AT OUR SUCCESS @august_west #imediasummit Wednesday, October 23, 13 12
  • 13. WHAT WE THINK IS EATING OUR SUCCESS •TARGETING •CREATIVE •MEASUREMENT •TRACKING (Particularly app download tracking) @august_west #imediasummit Wednesday, October 23, 13 I and our esteemed panel are going to discuss these things. These are the things we believe are eating mobile 13
  • 14. These things are keeping us distracted @august_west #imediasummit Wednesday, October 23, 13 These things are distractions. 14
  • 15. LET’S ASSUME FOR A MINUTE THAT THESE ARE ALL SOLVED WHAT NEXT? •TARGETING •TRACKING •MEASUREMENT •CREATIVE @august_west #imediasummit Wednesday, October 23, 13 Imagine for a second that these things have all been solved what then? What really is holding us back? 15
  • 16. WHAT IS REALLY HOLDING US BACK ? @august_west #imediasummit Wednesday, October 23, 13 16
  • 17. WE THINK SMALL @august_west #imediasummit Wednesday, October 23, 13 We tend to think small 17
  • 18. BUT NOT ON PURPOSE @august_west #imediasummit Wednesday, October 23, 13 but not on purpose 18
  • 19. HISTORY: HOW WE GOT TO HERE @august_west #imediasummit Wednesday, October 23, 13 Let’s go down to the crossroads and look back at how we got here. 19
  • 20. CONSUMER SURROUNDED BY MEDIA CHANNELS TYPICAL COMMS PLANNING PROCESS: Direct Mail On-Product In-Store Print Tablet Consumer is in the middle TV Computer OOH Event Radio Phone @august_west #imediasummit Wednesday, October 23, 13 This the typical comms planning process. The consumer sits in the middle and the various media channels surround him 20
  • 21. SOUND GENIUS? @august_west #imediasummit Wednesday, October 23, 13 This sounds genius right? 21
  • 22. NO! BECAUSE WE’RE PLANNING MOBILE AS A CHANNEL! @august_west #imediasummit Wednesday, October 23, 13 It sounds genius because its consumer centric. But it’s not because we end up planning mobile as a channel It WAS AWESOME when media was STATIC 22
  • 23. WHAT’S THE CONSEQUENCE OF THIS? @august_west #imediasummit Wednesday, October 23, 13 What’s the consequence of this? 23
  • 24. MISSED CONNECTIONS Media becomes a mix of anonymous chance encounters @august_west #imediasummit Wednesday, October 23, 13 Missed connections. Media becomes a mix of anonymous chance encounters 24
  • 25. HOLD ON A SECOND!!! What Makes Mobile Great Exactly? @august_west #imediasummit Wednesday, October 23, 13 25
  • 26. MOBILE, IT MAKES EVERYTHING: TRANSACTIONAL SOCIAL LOCATION IMMEDIATE ANTICIPATION MEDIA THE INTERNET OF THINGS @august_west #imediasummit Wednesday, October 23, 13 How is that possible? What is causing missed connections? Four things that make mobile great 26
  • 27. Event DR Mail TRANSACTIONAL Computer MOBILE AS CHANNEL = CONTINUOUSLY MISSED CONNECTIONS SOCIAL On Prod Person PROVIDES LOCATION Tablet Phone MOBILE PERMANENT CONNECTION TV OOH Radio Print In-Store @august_west #imediasummit Wednesday, October 23, 13 27 Here is that planning construct again. When you plan mobile as a channel you wind up with continuously missed connections because were not leveraging THE FOUR AWESOME THINGS OF MOBILE to make our existing media work harder!
  • 28. WHAT?!?!? Why do we do this?!?!?!?!? @august_west #imediasummit Wednesday, October 23, 13 28
  • 29. WE THINK IN SILOS Wednesday, October 23, 13 We do this because we think in silos 29
  • 30. WE OFTEN PUT OURSELVES IN SILOS Wednesday, October 23, 13 I care about my TV brand or my Direct Marketing brand or Digital brand. The only way consumers will care about your marketing is if you care about the brand 30
  • 31. FOR BRANDS IT’S OFTEN BECAUSE OUR DATA SITS IN ISLANDS email direct mail TV online marketing in-store sales sales @august_west #imediasummit nd confidential. Not for distribution. The Collective Factory LLC. 2012 Wednesday, October 23, 13 31 Companies tend to have a lot of disparate systems that are not tied together and or can’t talk to each other IT groups inside companies often tend to be put in the position of having to take compromise solutions instead of the best solution. Marketing teams often feel like they are at the mercy of the IT group Because much of our data sits in islands. When digital came along brands had antiquated systems so they built out new data islands and centers to deal with these new tactics. And because nobody was telling them what the future would bring we acted in an adhoc way. We built new solutions for new tactics and opportunities. The net result is we have a very disconnected view of our consumers
  • 32. OR, WE LEARNED TO PLAN THIS WAY @august_west #imediasummit Wednesday, October 23, 13 32
  • 33. Lot’s of reasons... @august_west #imediasummit Wednesday, October 23, 13 33
  • 34. PART OF IT IS THIS: TRADITIONAL @august_west #imediasummit Wednesday, October 23, 13 In the beginning there was traditional media and life was good. Digital came along the old guys and gals in the room couldn't be bothered with digital. Digital was a FAD 34
  • 35. PART OF IT IS THIS: TRADITIONAL DIGITAL @august_west #imediasummit Wednesday, October 23, 13 In the beginning there was traditional media and life was good. Digital came along the old guys and gals in the room couldn't be bothered with digital. Digital was a FAD 35
  • 36. PART OF IT IS THIS: TRADITIONAL DIGITAL MOBILE @august_west #imediasummit Wednesday, October 23, 13 36 Now mobile has come along and we are repeating the same thing all over again with mobile. we are outsourcing it. There has been some normalization within agencies over the last year for the most part a lot of this is still being outsourced instead of learned internally
  • 37. @august_west #imediasummit Wednesday, October 23, 13 WHAT IS THE WAY FORWARD? 37
  • 38. MOBILE AS PLATFORM Think Of It As A Mule Eh, What’s a Mule? @august_west #imediasummit Wednesday, October 23, 13 What is a mobile as a platform? What is a mule? A beast created by crossing two things that were not meant to go together. Like peanut butter and chocolate. Think of mobile as a mule. Adding mobile to any channel instead of it being used separately makes that channel better. Like peanut butter and chocolate. Or a donkey and a horse. 38
  • 39. 1+1 = 3 @august_west #imediasummit Wednesday, October 23, 13 make your media work harder 1+1 = 3 ADD MOBILE TO ANY MEDIA CHANNEL AND YOU GET SOMETHING GREATER THAN THE INDIVIDUAL PARTS LIKE PEANUT BUTTER AND CHOCOLATE -> 39
  • 40. Event DR Mail TRANSACTIONAL Computer SOCIAL MOBILE AS PLATFORM Continuous Connections Phone = Person On Prod PROVIDES LOCATION Tablet Phone MOBILE PERMANENT CONNECTION Phone TV OOH Radio Print In-Store In-Store @august_west #imediasummit Wednesday, October 23, 13 If we think about the phone being the consumer then we put the phone in the middle and we wind up in a world of continuos connections 40
  • 41. MOBILE AS PLATFORM = CONTINUOUS CONNECTIONS FOR ALL MEDIA @august_west #imediasummit Wednesday, October 23, 13 win with continuous connections. Make your media work harder. make more with less 41
  • 42. THINK DIFFERENT: The Phone IS The Consumer @august_west #imediasummit Wednesday, October 23, 13 42
  • 43. WHY SHOULD YOU CARE? @august_west #imediasummit Wednesday, October 23, 13 43
  • 44. MO MONEY @august_west #imediasummit Wednesday, October 23, 13 44
  • 45. OMNI-CHANNEL WITH MOBILE = MORE MONEY AUDIENCE SIZE CAN INCREASE BY 135% CONSUMER DROP OFF CAN IMPROVE BY 20% OVERALL CONVERSIONS CAN INCREASE BY 19% @august_west #imediasummit Source: Insight Express Mobility Study (blinded) Wednesday, October 23, 13 Sales typically increase by about 20% when mobile is applied across all media channels. It works by eliminating waste. Consumers have the chance to act impulsively across all media now. The transactional device in their hands makes that possible 45
  • 46. OK, HELP ME DO THIS @august_west #imediasummit Wednesday, October 23, 13 46
  • 47. Event DR Mail TRANSACTIONAL Computer SOCIAL FOR STARTERS: On Prod Person PROVIDES LOCATION Tablet Phone Stop Doing This-> MOBILE PERMANENT CONNECTION TV OOH Radio Print In-Store @august_west #imediasummit Wednesday, October 23, 13 STOP THINKING OF MOBILE AS A CHANNEL 47
  • 48. Event DR Mail TRANSACTIONAL Computer SOCIAL FOCUS ON GETTING TO HERE -> On Prod Phone = Person PROVIDES LOCATION Phone Tablet Phone MOBILE PERMANENT CONNECTION TV OOH Radio Print In-Store In-Store In-Store @august_west #imediasummit Wednesday, October 23, 13 48
  • 49. IN-SOURCE LEARN TO DO THIS YOURSELF @august_west #imediasummit Wednesday, October 23, 13 in more practical terms 49
  • 50. WORK ACROSS ALL TEAMS TRADITIONAL DIGITAL MOBILE @august_west #imediasummit Wednesday, October 23, 13 50
  • 51. AND INCLUDE: Operations, IT, Etc. @august_west #imediasummit Wednesday, October 23, 13 51
  • 52. ORGANIZATIONAL STRATEGIES @august_west #imediasummit Wednesday, October 23, 13 lets look at brands 52
  • 53. IT MIGHT NOT BE EASY @august_west #imediasummit Wednesday, October 23, 13 this won’t be an easy thing 53
  • 54. “WE COULD NOT HAVE DONE MOBILE WITHOUT A FULL COMPANY FIGHT” Wendy Bergh Director, Mobile & Digital Strategy Walmart Global eCommerce @august_west #imediasummit Wednesday, October 23, 13 Walmart has done well but it was VERY painful 54
  • 55. THE GOOD NEWS IS THE SOLUTIONS ARE RIGHT IN FRONT OF US Wednesday, October 23, 13 55
  • 56. WHAT’S A GOOD FIRST STEP? @august_west #imediasummit Wednesday, October 23, 13 where might be a good place to start? 56
  • 57. MOBILIZE INTERNALLY Create a cross company task force Mobilize internal processes @august_west #imediasummit Wednesday, October 23, 13 keep doing what you do externally but try doing something internally that involves working with Operations Try mobilizing internal systems like time sheets, reports and the like 57
  • 58. Demonstrate The Efficiencies Gained Through Internal Mobilization @august_west #imediasummit Wednesday, October 23, 13 you both will learn something 58
  • 59. BRING IN OUTSIDE HELP TO ACT AS NEUTRAL GROUND 
 
 A Mobilizing Workshop @august_west #imediasummit Wednesday, October 23, 13 Bring in outside help to act as intermediaries and cool any possible internal turf wars 59
  • 60. Net Result Will Be A Complete Change Of Your Marketing @august_west #imediasummit Wednesday, October 23, 13 60
  • 61. @august_west #imediasummit Wednesday, October 23, 13 61 Think of it as a recipe. When you first try to do something you actually don’t know what you don’t know. When you get the recipe you then know what you don’t know so you follow the instructions. After you do the recipe a number of times you no longer need the recipe because you have become a unconscious expert. When you look at Jazz musicians they move even further into improvisation. They are such unconscious experts that they are able to be creative on the fly. You guys are all geniuses at your current jobs> Trying to cook something new can be a challenge.
  • 62. THE LEARNING CURVE Work on mobile with IT this way: They understand this process. It’s about starting simple and learning. UNCONSCIOUS COMPETENCE "What, you say I did something well?" The final stage of learning a skill is when it has become a natural part of us; we don't have to think about it. CONSCIOUS COMPETENCE CONSCIOUS INCOMPETENCE UNCONSCIOUS INCOMPETENCE "I don't know that I don't know how to do this." @august_west #imediasummit Wednesday, October 23, 13 Here is that process I was just talking about "I know that I know how to do this." This stage of learning is much easier than the second stage, but it is still a bit uncomfortable and self-conscious. "I know that I don't know how to do this, yet." SOURCE: http://processcoaching.com/fourstages.html 62
  • 63. THE CASE FOR THIS LEARNING CURVE HILTON STARTED HERE AND ARE NOW HERE HISTORY • • • • • • • Hilton needs mobile site IT uses a “screen scraping” technology (6 weeks to execute) Gets to market quickly Marketing learns what their customers really want IT looks at more viable solutions API’s are created to service mobile New site gets created TIMELINE - TWO YEARS @august_west #imediasummit Wednesday, October 23, 13 The case study for this kind of process. The left is what makes 56% of you to think operations does not understand you. It’s not true though. This is the IT process 63
  • 64. RESPONSIVE DESIGN DOMINATES NOW simple 4 years ago simple today Responsive Design IS an evolution not the final destination of good mobile @august_west #imediasummit Wednesday, October 23, 13 64 The same thing is happening all over again. Responsive Design has been hailed as the savior for marketers. It’s not: WD by itself does not address the differing content strategies for device based on context (time, location, user, etc.). It is however a great evolution. Certainly better than what is on the left
  • 65. THE POINT: Start Simple. Work with your internal groups and you will become an unconscious expert in no time. @august_west #imediasummit Wednesday, October 23, 13 65
  • 66. Want More? http://www.slideshare.net/genekeenan1/presentations Download: “Connected Media Planning Framework” @august_west #imediasummit Wednesday, October 23, 13 66
  • 67. T H A N K YOU GENE KEENAN 415.218.7369 gene@ thecollectivefactory.com @august_west © 2013 ResponsiveAds, Inc. All Rights Reserved * Confidential** @august_west #imediasummit Wednesday, October 23, 13 67