What is Stopping (eating) Mobile? - Agency perspective of what is stopping mobile advertising adoption

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This is the entire presentation with some additional slides added to the first section for clarification. …

This is the entire presentation with some additional slides added to the first section for clarification.

The BIG Session On Mobile - “If mobile is the remote control to our lives, why can't we hit fast forward?”

Welcome to the BIG session on Mobile; a topic that is literally at the tip of our fingers every single minute. Mobile drives our interactions and decisions with media as well as with people almost every moment of the day (and night). The business is growing, but maybe not at the pace every pundit would expect, so in this interactive session we will uncover the answers to your burning questions about mobile. What innovation is required for mobile to meet expectations as a marketing medium? What are the key innovations that are taking hold and what's not working so far?

In this session, you hold the remote by contributing to the conversation in real time with the integration of "Poll The Web". Gene Keenan, Founder of the Collective Factory will be our featured keynote speaker and he will lead an interactive Q&A session with your real-time feedback featuring our panel of experts from across the web.

TCF Founder, Gene Keenan
Vungle Founder and CEO, Zain Jaffer
App Savvy’s SVP of Sales, David Alvin
Global VP of Innovations at Mojiva, Jack Hallahan
Chief Vision Officer of 26DotTwo, Chris Beck
Yahoo’s VP of Sales, Patrick Alban
Fetch, Guillame Lelait

More in: Business , Technology
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  • 1. 06/13/2013MORNING BREAKFASTMobileJUNE 2013Gene KeenanSunday, June 16, 13Hello
  • 2. WHAT’SSTOPPINGMOBILE?Sunday, June 16, 13In 5 minutes were going to look at what’s stopping (eating) mobile.
  • 3. WHAT’SEATINGMOBILE?Sunday, June 16, 13In 5 minutes were going to look at what’s stopping (eating) mobile.
  • 4. THE AGENCY PERSPECTIVESunday, June 16, 13The agency perspective on this
  • 5. TCFTHE THINGS WE THINK ARE EATING MOBILE•TARGETING•TRACKING•MEASUREMENT•CREATIVEhttp://s3.amazonaws.com/pre.good.is/goodfinder/original/17979_1280-eating-habits.jpgSunday, June 16, 13I and our esteemed panel are going to discuss these things.These are the things we believe are eating mobile
  • 6. TCFUPPERLOWER6These thingsare keeping usin the weedsSunday, June 16, 13But really. These things are just keeping us in the weeds
  • 7. TCF•TARGETING•TRACKING•MEASUREMENT•CREATIVELET’S ASSUME FOR AMINUTE THAT THESEARE ALL SOLVEDWHAT NEXT?Sunday, June 16, 13Imagine for a second that these things have all been solved what then?
  • 8. TCFWHAT IS REALLYHOLDING US BACK?Sunday, June 16, 13
  • 9. TCFAGENCIESBRANDSTWO THINGS:Sunday, June 16, 13The truth is it’s Agencies and Brands that are eating mobile
  • 10. TCFAGENCIESME/YOU/USSunday, June 16, 13First, lets look at ourselves: agencies
  • 11. TCFAS AGENCIESWE THINKSMALLSunday, June 16, 13As agencies we think small
  • 12. TCFCONSUMER SURROUNDEDBY MEDIA CHANNELSOn-ProductDirect MailIn-StoreEventRadioOOHPrintPhoneComputerTabletTVTYPICAL COMMSPLANNINGPROCESS:Consumer inthe middleSunday, June 16, 13We think small because we use this planning process
  • 13. TCFWE PLANMOBILEAS ACHANNELSunday, June 16, 13It sounds genius because its consumer centric.But it’s not because we end up planning mobile as a channel
  • 14. TCFWE THINK IN SILOSSunday, June 16, 13We do this because we think in silos
  • 15. WE LEARNED TOPLAN THIS WAYSunday, June 16, 13Partly because we learned to plan this way.We learned this way because before there was digital...
  • 16. TCFTRADITIONALSunday, June 16, 13In the beginning there was traditional media and life was good. Digital came along the old guys and gals in the roomcouldnt be bothered with digital. Digital was a FAD
  • 17. TCFTRADITIONAL DIGITALSunday, June 16, 13so digital grew by itself and for the past ten years the big traditional shops have been eating the digital shops butkeeping them largely separate keeping old paradigms in place
  • 18. TCFTRADITIONAL DIGITAL MOBILESunday, June 16, 13Now doing the same thing all over again with mobile.Big guys are eating mobile shops up just as they ate up digital shops
  • 19. WHAT’S THECONSEQUENCEOF THIS?Sunday, June 16, 13What’s the consequence of this?
  • 20. MISSED CONNECTIONSSunday, June 16, 13Broken Connections
  • 21. TCFIT MAKES EVERYTHING:TRANSACTIONAL SOCIAL LOCATION IMMEDIATEWHAT MAKES MOBILE GREAT?THE INTERNET OF ALL THINGSSunday, June 16, 13How is that possible?What is causing missed connections? Four things that make mobile great
  • 22. TCFTVTabletComputerEventDR MailOn ProdPhoneOOHRadioPrintIn-StorePROVIDESLOCATIONTRANSACTIONALSOCIALMOBILEPERMANENTCONNECTIONPersonMOBILE ASCHANNEL =CONTINUOUSLYMISSEDCONNECTIONSSunday, June 16, 13Here is that planning construct again. When you plan mobile as a channel you wind up with continuously missedconnections because were not leveraging THE FOUR AWESOME THINGS OF MOBILE to make our existing media workharder!
  • 23. MOBILE AS PLATFORM=MULESunday, June 16, 13What is a mobile as a platform? What is a mule? A beast created by crossing two things that were not meant to gotogether. Like peanut butter and chocolate. Think of mobile as a mule. Adding mobile to any channel instead of itbeing used separately makes that channel better. Like peanut butter and chocolate. Or a donkey and a horse.
  • 24. ADD MOBILE TO ANYMEDIA CHANNEL ANDYOU GET SOMETHINGGREATER THAN THEINDIVIDUAL PARTSLIKE PEANUT BUTTERAND CHOCOLATE ->Sunday, June 16, 13make your media work harder
  • 25. TCFTVTabletComputerEventDR MailOn ProdPhoneRadioPrint In-StoreMOBILEPERMANENTCONNECTIONPROVIDESLOCATIONTRANSACTIONALSOCIALPhone = PersonOOHMOBILE ASPLATFORMCONTINUOUSCONNECTIONSSunday, June 16, 13If we think about the phone being the consumer then we put the phone in the middle and we wind up in a world ofcontinuos connections
  • 26. TCFCONTINUOUS CONNECTIONSMOBILE AS PLATFORM =FOR ALL MEDIASunday, June 16, 13win with continuous connections. Make your media work harder. make more with less
  • 27. TCFWHY SHOULD I CARE?Sunday, June 16, 13
  • 28. AUDIENCE SIZE CAN INCREASE BY 135%CONSUMER DROP OFF CAN IMPROVE BY 20%OVERALL CONVERSIONS CAN INCREASE BY 19%Source: Insight Express Mobility Study (blinded)OMNI-CHANNEL WITH MOBILE = MORE MONEYSunday, June 16, 13Sales 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 makesthat possible
  • 29. HELP ME DO THISSunday, June 16, 13
  • 30. TCFAGENCY SOLUTION:“be the change you wishto see in the world”-GHANDISunday, June 16, 13STOP LOOKING FOR CHANGE FROM OUTSIDE
  • 31. TCFIN-SOURCE ITLEARN TO DO THISYOURSELFSunday, June 16, 13in more practical terms
  • 32. TCFTVTabletComputerEventDR MailOn ProdPhoneOOHRadioPrintIn-StorePROVIDESLOCATIONTRANSACTIONALSOCIALMOBILEPERMANENTCONNECTIONPersonSTOPDOINGTHIS ->Sunday, June 16, 13STOP THINKING OF MOBILE AS A CHANNEL
  • 33. TCFTry not. Do, or do not.There is no try.-YODAREMEMBER!Sunday, June 16, 13AND REMEMBER! DONT TRY DO!
  • 34. TCFAGENCIESBRANDSSunday, June 16, 13NOW FOR THE SECOND THING
  • 35. WHAT’SEATINGMOBILEATBRANDS?Sunday, June 16, 13In 5 minutes were going to look at what’s stopping (eating) mobile.
  • 36. YOUSunday, June 16, 13lets look at brands
  • 37. TCFWE THINK IN SILOSSunday, June 16, 13The biggest challenge however is we think in silos. Maybe you work in CRM, TV, online, radio, events, etc. But we all tend to think and work in Silos. Doing integrated marketing is challenging.WHY?
  • 38. TCFWE PUT OURSELVES IN SILOSSunday, June 16, 13I 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
  • 39. TCFprivileged and confidential. Not for distribution. The Collective Factory LLC. 2012emailsalesin-store salesonline marketingdirect mailTVOFTEN BECAUSE OUR DATASITS IN ISLANDSSunday, June 16, 13Companies tend to have a lot of disparate systems that are not tied together and or can’t talk to each otherIT 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 groupBecause 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 thefuture 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
  • 40. TCFNET RESULT ISOUR MARKETINGTEAMS SIT INISLANDSSunday, June 16, 13Big brands sometimes have a bewildering number of marketing arms. Each with their own little piece of turf. It’s a recipe fordisaster.
  • 41. TCFMOBILEGETSPLANNEDBY ONEGROUPSunday, June 16, 13It sounds genius because its consumer centric.But it’s not because we end up planning mobile as a channel
  • 42. TCFTVTabletComputerEventDR MailOn ProdPhoneOOHRadioPrintIn-StorePROVIDESLOCATIONTRANSACTIONALSOCIALMOBILEPERMANENTCONNECTIONPersonOURPLANSLOOKLIKETHIS ->Sunday, June 16, 13STOP THINKING OF MOBILE AS A CHANNEL
  • 43. TCFHOW DID THISHAPPEN?ONE REASON IS...Sunday, June 16, 13
  • 44. TCFDATA BASES ARE TYPICALLYCONTROLLED BY OPERATIONSSunday, June 16, 13marketing and operations are like oil and water. two beasts that don’t understand each other
  • 45. TCFWHICHMEANS YOUNEED TODEAL WITHGUYS WHODEAL WITHTHIS ->Sunday, June 16, 13operations has huge responsibilities. and few in marketing understand their jobs
  • 46. TCFIT STAFF IS OFTENOVERBURDENEDSunday, June 16, 13IT like marketing teams are often overburdened. So IT is always looking for the simplest solution
  • 47. TCFIT’S OFTEN EASIER TO CREATEA NEW DATABASESunday, June 16, 13so punching a hole to make a new data island can be a simple answer. This is by no means true for everyorganization or the only challenge.
  • 48. TCFAS A RESULTOUR DATAWINDS UP ASDISCRETEISLANDSemail in-storesalesonlinemarketingdirectmailTVetc. etc.Sunday, June 16, 13what your world might look like
  • 49. TCFAND MARKETINGINVOLVING TECHCAN LOOK LIKE THISSunday, June 16, 13so what is the result of this mess?
  • 50. TCFNEW MARKETING INITIATIVESDRIVEN BY CONVENIENCESunday, June 16, 13operations making marketing by convenience
  • 51. TCFSource:(Marke,ng/IT(Collabora,on:(It(Is(Possible(|(April(2008(|by(Cindy(Commander,(Forrester(ResearchIT doesntunderstand ourbusiness56%LEADINGMARKETERS TOTHINK THIS:Sunday, June 16, 13leading marketers to think IT doesn’t get you.
  • 52. TCFWHAT’S THESOLUTION??Sunday, June 16, 13Imagine for a second that these things have all been solved what then?
  • 53. TCFSTOP BLAMING IT FOR OURMARKETING PROBLEMSSunday, June 16, 13Solutions will come from within ourselves: true change comes from within
  • 54. TCFTHEY ARE PART OFYOUR TEAMSunday, June 16, 13Realize that operations are your friend
  • 55. TCFIT WON’T BE EASYSunday, June 16, 13this won’t be an easy thing
  • 56. TCFTVTabletComputerEventDR MailOn ProdPhoneRadioPrint In-StoreMOBILEPERMANENTCONNECTIONPROVIDESLOCATIONTRANSACTIONALSOCIALPhone = PersonOOHDOING THIS->MEANS ON-BOARDINGOPERATIONSSunday, June 16, 13If we think about the phone being the consumer then we put the phone in the middle and we wind up in a world ofcontinuos connections
  • 57. TCF“WE COULD NOT HAVE DONEMOBILE WITHOUT A FULLCOMPANY FIGHT”Wendy Bergh -Director, Mobile & Digital StrategyWalmart Global eCommerceSunday, June 16, 13Walmart has done well but it was VERY painful
  • 58. TCFWHAT’S A GOOD FIRST STEP?Sunday, June 16, 13where might be a good place to start?
  • 59. TCFMOBILIZE INTERNALLYempower your internal team first andmake them your on-the-go mouthpiece.Sunday, June 16, 13keep doing what you do externally but try doing something internally that involves working with Operations
  • 60. TCFTHIS DEMONSTRATES THEEFFICIENCIES GAINEDTHROUGH MOBILIZATION TO ITSunday, June 16, 13you both will learn something
  • 61. TCFNET RESULT IS A COMPLETECHANGE OF YOUR MARKETINGSunday, June 16, 13
  • 62. TCFTHE LEARNING CURVEUNCONSCIOUSINCOMPETENCECONSCIOUSINCOMPETENCECONSCIOUSCOMPETENCEUNCONSCIOUSCOMPETENCE"I dont know that I dontknow how to do this.""I know that I dont knowhow to do this, yet.""I know that I know how to do this."This stage of learning is much easierthan the second stage, but it is still abit uncomfortable and self-conscious."What, you say I did something well?"The final stage of learning a skill iswhen it has become a natural part ofus; we dont have to think about it.SOURCE: http://processcoaching.com/fourstages.htmlWork on mobile with IT this way:They understand this process.It’s about starting simple andlearning.Sunday, June 16, 13Follow their process
  • 63. TCFHILTON STARTED HEREAND ARENOW HERETIMELINE - TWO YEARSTHE CASE FOR THIS LEARNING CURVEHISTORY• Hilton needs mobile site• IT uses a “screen scraping” technology(6 weeks to execute)• Gets to market quickly• Marketing learns what their customersreally want• IT looks at more viable solutions• API’s are created to service mobile• New site gets createdSunday, June 16, 13The case study for this kind of process. The left is what makes 56% of you to think operations does not understandyou. It’s not true though. This is the IT process
  • 64. TCFSMARTPHONES DOMINATE NOWsimple 4 years ago simple todayResponsive Design will be an evolutionnot the final destination of good mobileSunday, June 16, 13The 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. TCFTHE POINT:START SIMPLE. WORK WITHIT AND YOU WILL BECOMEAN UNCONSCIOUS EXPERTIN NO TIMESunday, June 16, 13The point is. We all have to crawl before we can run. Nobody becomes a black belt over night.
  • 66. TCFGOOD PLACE TO START(apply marketing technique to operations)Sunday, June 16, 13So back to those good places to start.
  • 67. TCFMARKETING LEARNSOPERATIONAL CHALLENGESIT LEARNS VALUE OFMARKETINGSunday, June 16, 13
  • 68. TCF• Desktop bound applications• Mobile users who can’tconnect to thoseapplications• General hatred ofthose applicationsby employees• Disparate number ofdiscrete systems thatcan’t talk to each otherENTERPRISE CHALLENGESSunday, June 16, 13look at what you want to change internally
  • 69. TCF1.Surveys2.Ideations3.Geo location of employees4.inventory management5.Claims processing6.Expense reporting7.Intranets8.Benefits9.Feedback10.Medical11.SOCIALGET MORE OUT OF YOUR EMPLOYEES THROUGHCUSTOM ENTERPRISE APPLICATIONSSunday, June 16, 13focus on your consumers: People who work inside your company
  • 70. TCFRewarding Millennials:embracing our futureleaders• Leveraging behaviors Millennials arefamiliar with, comfortable with toincrease productivity• Checkins• Time sheets through text messaging• LocationSunday, June 16, 13Think about what Millennials need. They were born digitally and they don’t understand why everything is not digital.
  • 71. TCF1.Connectivity through: USB, bluetooth 3G,and WiFi2.Strong OS1.Developer ecosystem2.apps apps apps3.Familiar user interfaces and behaviorsBENEFITS: GENERIC POWERSunday, June 16, 13Keep your projects generic. Focus on creating tools that can be leveraged across your internal eco-system: Don’tcreate islands.
  • 72. TCFCONTACT:Gene Keenanhello@thecollectivefactory.com415-218.7369http://www.thecollectivefactory.comFOR MORE PRESENTATIONS:http://www.slideshare.net/genekeenan1/presentationsSunday, June 16, 13Thanks for looking and be sure to check out the other presentations
  • 73. TCFTHIS IS A BLANK SLIDESunday, June 16, 13