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Marketing Trumps Mobile        Stephen Surman        @stephensurman  Event hashtag #MobiU2012  Presented by the Heartland ...
#MobiU2012, @stephensurman              Marketing Trumps Mobile•   Achieving scale – a challenge for all marketers, but   ...
#MobiU2012, @stephensurmanGood news: Mobile is BIG, getting BIGGER.                     Mobile subscribers (B)            ...
#MobiU2012, @stephensurman    Bad news: Mobile is BIG, getting BIGGER.•   By 2015, mobile usage will surpass desktop usage...
#MobiU2012, @stephensurman                                        How not to be a stalkerScale: How not to be a victim to ...
#MobiU2012, @stephensurmanDigital math: shampoo marketers dilemma# downloads    High use        Low use      Network      ...
#MobiU2012, @stephensurman      Develop and deploy your own model                               Owned                     ...
#MobiU2012, @stephensurman                          Bad news: Mobile is getting BIGGER.Awareness: How not to be a needle i...
#MobiU2012, @stephensurman   A quick look at the history of marketing1920s                                         1980s
#MobiU2012, @stephensurmanWhen you isn’t enough, be a better you
#MobiU2012, @stephensurmanAdd babies, bunnies, and bodies
#MobiU2012, @stephensurman
#MobiU2012, @stephensurman                                                                                 Relevancy: Supp...
#MobiU2012, @stephensurmanStart with an engagement strategy    Red Bull gives you the energy to tackle any challenge    an...
#MobiU2012, @stephensurman      What is an engagement strategyAn engagement strategy describes the brand story andHOW the ...
#MobiU2012, @stephensurmanExample: Charmin Sit or Squat app
#MobiU2012, @stephensurman          Fundamentals of digital marketingWhat is the value proposition?                  How d...
#MobiU2012, @stephensurman             Marketing first, then mobile•   Do a scale check – execute mobile as a platform•   ...
MobiU2012 Summit Opening Keynote - Stephen Surman, former VP Digital Strategy, Anheuser-Busch, on how Marketing Trumps Mobile
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MobiU2012 Summit Opening Keynote - Stephen Surman, former VP Digital Strategy, Anheuser-Busch, on how Marketing Trumps Mobile

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Stephen Surman, former VP of Digital Strategy, Anheuser-Busch, talks about how Marketing Trumps Mobile at the MobiU2012 Summit, 9/24. He opened the Summit with his "Engagement Marketing" model that can be used to ensure your digital/mobile investments are worthwhile from a marketing viewpoint.

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Transcript of "MobiU2012 Summit Opening Keynote - Stephen Surman, former VP Digital Strategy, Anheuser-Busch, on how Marketing Trumps Mobile"

  1. 1. Marketing Trumps Mobile Stephen Surman @stephensurman Event hashtag #MobiU2012 Presented by the Heartland Mobile Council
  2. 2. #MobiU2012, @stephensurman Marketing Trumps Mobile• Achieving scale – a challenge for all marketers, but especially mobile marketers • Mathematics • Awareness• What we can learn from marketing history• Avoiding tangents – using engagement strategies to drive relevancy and build your brand• Fundamentals of digital marketing
  3. 3. #MobiU2012, @stephensurmanGood news: Mobile is BIG, getting BIGGER. Mobile subscribers (B) Mobile apps in Apple app store7.00 7000006.00 6000005.00 5000004.00 4000003.00 3000002.00 2000001.00 1000000.00 0 2006 2007 2008 2009 2010 2011 2012 2006 2007 2008 2009 2010 2011 2012 US text messages (B) US mobile data usage (PB)3000.0 602500.0 502000.0 401500.0 301000.0 20 500.0 10 0.0 0 2006 2007 2008 2009 2010 2011 2012 2006 2007 2008 2009 2010 2011 2012 International Telecommunications Union - http://www.itu.int/ITU-D/ict/statistics/at_glance/KeyTelecom.html Apple Q3 2012 report CTIA - http://www.ctia.org/advocacy/research/index.cfm/aid/10323 Coda Research Consultancy - http://techcrunch.com/2010/03/30/mobile-data-traffic-rise-40-fold eMarketer 2011
  4. 4. #MobiU2012, @stephensurman Bad news: Mobile is BIG, getting BIGGER.• By 2015, mobile usage will surpass desktop usage• Global data usage will exceed 107 Exabytes per year by 2017• 98 billion apps will be downloaded in 2015• US text message volume to approach 4 trillion texts per year in 2015 > Most brand apps never reach scale and 30% of all downloads fail to achieve repeat usage StatCounter projections, ABI Research, Berg Insight report CTIA projection - http://www.ctia.org/advocacy/research/index.cfm/aid/10323 Localytics research, January 11
  5. 5. #MobiU2012, @stephensurman How not to be a stalkerScale: How not to be a victim to mathUsed under Creative Commons license
  6. 6. #MobiU2012, @stephensurmanDigital math: shampoo marketers dilemma# downloads High use Low use Network Total return return return effect 25,000 10% (2500) x 15% (3750) x 5000 x 1 @ $56,138 2 @ 4.99 ea 1 @ 4.99 4.99 = $24,950 = $18,713 = $12,475 50,000 $112,275 100,000 $224,550 You don’t need a guarantee, only a reasonable expectation of a return greater than alternative options
  7. 7. #MobiU2012, @stephensurman Develop and deploy your own model Owned Paid Facebook & Email Digital Trad. POS Other Web media media Impressions 2.6MM 1.3MM 300MM 300MM 500K 500K Click rate 1% 2% .5% 1% .25% .25% Audience 26K 26K 1500 3000 1250 1250 Part. rate 10% 10% 10% 10% 10% 10% Engagement 2600 2600 150 30 125 125 Direct engagement: 5630 Audience return: 1% at 1 unit + shares: 285 Part. return: 10% at 2 unitsEarned Total: 5915 Effectiveness: $10,636 incr sales
  8. 8. #MobiU2012, @stephensurman Bad news: Mobile is getting BIGGER.Awareness: How not to be a needle in a haystackPhoto by BrokenSphere - http://commons.wikimedia.org/wiki/File:Yunnan_haystack.JPG
  9. 9. #MobiU2012, @stephensurman A quick look at the history of marketing1920s 1980s
  10. 10. #MobiU2012, @stephensurmanWhen you isn’t enough, be a better you
  11. 11. #MobiU2012, @stephensurmanAdd babies, bunnies, and bodies
  12. 12. #MobiU2012, @stephensurman
  13. 13. #MobiU2012, @stephensurman A quick look at the history of marketingToday: Buy me, I have an app1920s 1980s
  14. 14. #MobiU2012, @stephensurman Relevancy: Supporting your brand and your consumerPhoto by BrokenSphere - http://commons.wikimedia.org/wiki/File:Yunnan_haystack.JPG
  15. 15. #MobiU2012, @stephensurmanStart with an engagement strategy Red Bull gives you the energy to tackle any challenge and permission to do the unthinkable Charmin helps make life’s unpleasant moments a little bit more pleasant Pampers helps you care for the happy, healthy development of your baby Harley Davidson gives you the freedom to ride wherever life may take you
  16. 16. #MobiU2012, @stephensurman What is an engagement strategyAn engagement strategy describes the brand story andHOW the brand story will come to life.A good engagement strategy: • articulates the value proposition • defines roles for the brand and the consumer • illustrates shared values • is active – the consumer participates alongside the brand beyond in fulfilling the value proposition • is rooted in authenticity and consistent with brand equity
  17. 17. #MobiU2012, @stephensurmanExample: Charmin Sit or Squat app
  18. 18. #MobiU2012, @stephensurman Fundamentals of digital marketingWhat is the value proposition? How does the consumer engage?Why should the consumer care? • Are the steps to engage clear? Does theWill it scale? consumer need to be trained? • How much time and effort is required?• Facilitate existing behaviors , basic needs • Does the investment justify the value• Enhance experience of existing behaviors proposition?• Reduce barriers to desired experiences• Enable new experiences Should we Will theyHow can the experience best be Is there a reason for consumersdelivered? to share?• What are the right channels? • How is the experience enhanced through the• How do online and offline tactics support participation of friends and family? each other? • Is there a sense of urgency Can we Will others
  19. 19. #MobiU2012, @stephensurman Marketing first, then mobile• Do a scale check – execute mobile as a platform• Make sure your brand has a solid engagement strategy, including a relevant value proposition• Identify your concept and check the digital fundamentals. Use the framework. • Should we • Can we • Will they • Will others• Execute and measure

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