Lecture for Northwestern's 1st Mobile Marketing Class

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The Heartland Mobile Council has helped Northwestern with its first Mobile Marketing class. On 7/23/13, the HMC's Executive Director gave a presentation to the class on Mobile Behaviors & Technologies.

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Lecture for Northwestern's 1st Mobile Marketing Class

  1. 1. Produced  by  the  Heartland  Mobile  Council Mobile  Behaviors  &  Technology IMC490  Mobile  Interac:ve  Marke:ng   Hugh  Park  Jedwill Execu:ve  Director,  Heartland  Mobile  Council @heartlandmobile #MobiU2013
  2. 2. #MobiU2013,  @heartlandmobile Background:    Did  You  Know? http://youtu.be/6ILQrUrEWe8
  3. 3. #MobiU2013,  @heartlandmobile That was in Sep.’09. As of April, it was 3,000! As of June, it was 3,339! It’s over 4,000 for teen girls! Background:    Did  You  Know? http://youtu.be/6ILQrUrEWe8
  4. 4. Produced  by  the  Heartland  Mobile  Council Background
  5. 5. #MobiU2013,  @heartlandmobile Background:    About  the  Presenter • Eight  years  at  KraR  Foods  working  on  Tombstone,   DiGiorno,  Post,  Mac&Cheese,  Salad  Dressings,  Bulls  Eye,   Jello  Pudding,  Maxwell  House,  KraR  Singles,  Natural   Cheese,  Oscar  Mayer,  Cool  Whip • MBA  in  Marke:ng  from  Ross  School  of  Business  at  the   University  of  Michigan • Three  years  in  brand  marke:ng  at  Procter  &  Gamble • Think  and  trained  as  a  marketer • Consumer  is  Boss
  6. 6. #MobiU2013,  @heartlandmobile Background:    Brief  History  of  Mobile 1973 - Martin Cooper’s 1st mobile call - US 1979 - First cellular phone network - Japan +14 yrs, 1987 - Gordon Gecko - US 1993 - First SMS data services - Finland* +9 yrs, 2002 - American Idol - US 1999 - First mobile internet - Japan +8 yrs, 2007 - First iPhone - US 2005 - E911 Mandate - US +5 yrs, 2010 - Foursquare Next up: NFC “greed is good”
  7. 7. #MobiU2013,  @heartlandmobile Background:  Mobile  Promise  -­‐  McD’s  2012
  8. 8. #MobiU2013,  @heartlandmobile Background:    McD’s  1996
  9. 9. #MobiU2013,  @heartlandmobile Background:    Size  of  the  Global  Market 0 1.0 2.0 3.0 4.0 Industrialized Emerging Human population Mobile phone subs Internet users Landline phones TV sets Banking accounts * TomiAhonen Almanac 2010
  10. 10. #MobiU2013,  @heartlandmobile Background:  The  Three  Blind  Men  &  The  Elephant
  11. 11. #MobiU2013,  @heartlandmobile http://bit.ly/MobiU2013
  12. 12. #MobiU2013,  @heartlandmobile 22 in 10 A  Mobile  Journey
  13. 13. #MobiU2013,  @heartlandmobile A  Mobile  Journey
  14. 14. #MobiU2013,  @heartlandmobile Tibet  &  Freedom  of  Culture
  15. 15. #MobiU2013,  @heartlandmobile Tibet  &  Freedom  of  Culture
  16. 16. #MobiU2013,  @heartlandmobile Jordan  &  a  Taxi  Scam
  17. 17. #MobiU2013,  @heartlandmobile Jordan  &  a  Taxi  Scam
  18. 18. #MobiU2013,  @heartlandmobile Egypt  &  Freedom  of  a  Country
  19. 19. #MobiU2013,  @heartlandmobile Egypt  &  Freedom  of  a  Country
  20. 20. #MobiU2013,  @heartlandmobile Egypt  &  Freedom  of  a  Country
  21. 21. #MobiU2013,  @heartlandmobile Burma  &  Freedom  of  a  People
  22. 22. #MobiU2013,  @heartlandmobile Burma  &  Freedom  of  a  People
  23. 23. #MobiU2013,  @heartlandmobile Syria  &  Freedom  from  a  Dictator
  24. 24. #MobiU2013,  @heartlandmobile Syria  &  Freedom  from  a  Dictator
  25. 25. Syrians’  chance  at   freedom  rests  in   the  hands  of  their   people... ...and  their  phones
  26. 26. Life...is made of Behaviors Life...is Mobile Mobile...is Life
  27. 27. Behaviors
  28. 28. #MobiU2013,  @heartlandmobile Behaviors:  Almost  as  Weird http://youtu.be/rLf0bDqUYTU
  29. 29. #MobiU2013,  @heartlandmobile What  is  Mobile?
  30. 30. #MobiU2013,  @heartlandmobile What  is  Mobile?
  31. 31. #MobiU2013,  @heartlandmobile What  is  Mobile?
  32. 32. #MobiU2013,  @heartlandmobile What  is  Mobile?
  33. 33. #MobiU2013,  @heartlandmobile What  is  Mobile?
  34. 34. #MobiU2013,  @heartlandmobile What  is  Mobile? • Is  it  size? • Features? • Ac:vi:es? • or  something  else?
  35. 35. #MobiU2013,  @heartlandmobile Behaviors:  30  Minutes  vs.  30  Seconds Planned     vs.   Impulse Siang     Standing/Walking Create   Consume Big  display     Small  display Keyboard  and  mouse   Keypad  and  camera Concentrate     Mul:-­‐task Email     SMS PC/Laptop     Cellphone 1. Tomi Ahonen, Almanac 2010
  36. 36. #MobiU2013,  @heartlandmobile Behaviors:  30  Minutes  vs.  30  Seconds Planned     vs.   Impulse Siang     Standing/Walking Create   Consume Big  display     Small  display Keyboard  and  mouse   Keypad  and  camera Concentrate     Mul:-­‐task Email     SMS PC/Laptop     Cellphone 1. Tomi Ahonen, Almanac 2010 * Tablet behaviors
  37. 37. #MobiU2013,  @heartlandmobile Behaviors:  What  Time  is  it? Nokia Global Survey, 2006 23
  38. 38. #MobiU2013,  @heartlandmobile Behaviors:  What  Time  is  it? 73% Nokia Global Survey, 2006 23
  39. 39. #MobiU2013,  @heartlandmobile Behaviors:  Are  all  behaviors  good? http://youtu.be/EHlN21ebeak
  40. 40. #MobiU2013,  @heartlandmobile How  do  you  Influence  Behaviors  Thru  Mobile? DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK AND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028 0 0.1 0.3 0.4 0.5 Social Norms Utility Mobile Savvy Attitude Info-Seeking Over 40% of influence is based on howuseful or entertaining your message is
  41. 41. #MobiU2013,  @heartlandmobile http://bit.ly/MobiU2013
  42. 42. #MobiU2013,  @heartlandmobile Inverse  Law  of  Mobile  Tech Market Reach QualityofInteraction SMS 2D Codes Apps mWeb Aug- mented Reality IVR 100%0% Yawn Blow Your Mind LBS mVideo MMS LEGEND Color refers to hype RED = overhyped GREEN = underhyped Size = consumer potential
  43. 43. mWeb mSearch #MobiU2013,  @heartlandmobile Inverse  Law  of  Mobile  Tech Market Reach QualityofInteraction SMS 2D Codes Apps Aug- mented Reality IVR 100%0% Yawn Blow Your Mind LBS mVideo MMS LEGEND Color refers to hype RED = overhyped GREEN = underhyped Size = consumer potential
  44. 44. #MobiU2013,  @heartlandmobile IVR:  United  Na:ons  -­‐  Listen  to  Me http://youtu.be/LBhO424NzIU
  45. 45. mWeb mSearch #MobiU2013,  @heartlandmobile Inverse  Law  of  Mobile  Tech Market Reach QualityofInteraction SMS 2D Codes Apps Aug- mented Reality IVR LEGEND Color refers to hype RED = overhyped GREEN = underhyped Size = consumer potential 100%0% Yawn Blow Your Mind LBS mVideo MMS
  46. 46. #MobiU2013,  @heartlandmobile SMS/mWeb:  State  Fair  Dream  Home 31
  47. 47. #MobiU2013,  @heartlandmobile SMS/mWeb:  State  Fair  Dream  Home 31
  48. 48. #MobiU2013,  @heartlandmobile
  49. 49. #MobiU2013,  @heartlandmobile
  50. 50. #MobiU2013,  @heartlandmobile
  51. 51. #MobiU2013,  @heartlandmobile
  52. 52. MMS:  SI  Swimsuit Emo:onal  Branding • Problem:    Extend  the  Swimsuit   edi:on  experience  to  be  with   reader  any:me  anywhere • Solu:on:    Snap  Picture  of  2D  code   to  get  video • Result:    120,000  responses* • 0.5%  of  23  million  readership #MobiU2013,  @heartlandmobile @mobilebranding
  53. 53. MMS:  SI  Swimsuit Emo:onal  Branding • Problem:    Extend  the  Swimsuit   edi:on  experience  to  be  with   reader  any:me  anywhere • Solu:on:    Snap  Picture  of  2D  code   to  get  video • Result:    120,000  responses* • 0.5%  of  23  million  readership #MobiU2013,  @heartlandmobile @mobilebranding
  54. 54. MMS:  SI  Swimsuit Emo:onal  Branding • Problem:    Extend  the  Swimsuit   edi:on  experience  to  be  with   reader  any:me  anywhere • Solu:on:    Snap  Picture  of  2D  code   to  get  video • Result:    120,000  responses* • 0.5%  of  23  million  readership #MobiU2013,  @heartlandmobile @mobilebranding
  55. 55. MMS:  SI  Swimsuit Emo:onal  Branding • Problem:    Extend  the  Swimsuit   edi:on  experience  to  be  with   reader  any:me  anywhere • Solu:on:    Snap  Picture  of  2D  code   to  get  video • Result:    120,000  responses* • 0.5%  of  23  million  readership #MobiU2013,  @heartlandmobile @mobilebranding
  56. 56. #MobiU2013,  @heartlandmobile SMS/mVideo:  P&G’s  Tremor
  57. 57. #MobiU2013,  @heartlandmobile SMS/mVideo:  P&G’s  Tremor
  58. 58. #MobiU2013,  @heartlandmobile Mobile  Sites  -­‐  Smart  &  Feature
  59. 59. #MobiU2013,  @heartlandmobile SMS/mVideo:  P&G’s  Tremor
  60. 60. #MobiU2013,  @heartlandmobile SMS/mVideo:  P&G’s  Tremor
  61. 61. #MobiU2013,  @heartlandmobile mWeb/LBS: Expedia [STRONGER LBS EXAMPLE]
  62. 62. #MobiU2013,  @heartlandmobile mWeb/LBS: Expedia [STRONGER LBS EXAMPLE]
  63. 63. #MobiU2013,  @heartlandmobile mWeb/LBS: Expedia [STRONGER LBS EXAMPLE]
  64. 64. mWeb mSearch #MobiU2013,  @heartlandmobile Inverse  Law  of  Mobile  Tech Market Reach QualityofInteraction SMS 2D Codes Apps Aug- mented Reality IVR LEGEND Color refers to hype RED = overhyped GREEN = underhyped Size = consumer potential 100%0% Yawn Blow Your Mind LBS mVideo MMS
  65. 65. #MobiU2013,  @heartlandmobile 2D  Codes:  Sierra  Mist
  66. 66. #MobiU2013,  @heartlandmobile 2D  Codes:  Sierra  Mist
  67. 67. #MobiU2013,  @heartlandmobile 2D  Codes:  Sierra  Mist
  68. 68. #MobiU2013,  @heartlandmobile Lots  of  Apps • 1,500,000+  iPhone  Apps • 750,000+  Google  Apps • 25,000  RIM • 50,000  Windows • But  great  branding! • If  your  consumer  remembers  you
  69. 69. #MobiU2013,  @heartlandmobile Augmented  Reality http://youtu.be/HW9gU_4AUCA
  70. 70. #MobiU2013,  @heartlandmobile The  confluence  of  retailers,  CPG  brands,  researchers  and  agencies   –  combined  with  the  presence  of  the  “average  consumer”  –   make  Chicago  and  the  Heartland  the  ideal  loca:on  to  learn  how   to  u:lize  mobile  technologies  to  reach  the  average  consumer TM The  Heartland  Mobile  Council  is  a  Chicago-­‐based   non-­‐profit  whose  mission  is   to  educate  brands  on  how  to  use  mobile  effec:vely
  71. 71. #MobiU2013,  @heartlandmobile TM The  Heartland  Mobile  Council  is  a  Chicago-­‐based   non-­‐profit  whose  mission  is   to  educate  brands  on  how  to  use  mobile  effec:vely Our  Belief  The  HMC  is  the  Trusted  Partner  to  Educate  Brands   on  how  to  use  Mobile
  72. 72. #MobiU2013,  @heartlandmobile Why  the  HMC  Exists •   Know  marke:ng •   Can  throw  a  good  party •   Branding,  awareness,  loyalty Marke:ng  conferences  cover  the  best  brand  case  studies Mobile  conferences  covers  the  latest  technology  poten:al • Know  technology • Can  throw  a  good  hackathon • Downloads,  pageviews,  scans
  73. 73. #MobiU2013,  @heartlandmobile Mobile  UniversityTM  events  -­‐  SOLD  OUT MobiU2012:    Couponing,  4/25;  Moms,  6/21;  Summit  9/24 MobiU2013;  Millennials  3/18;  Hispanics  6/13;  Brands+Startups  6/27
  74. 74. #MobiU2013,  @heartlandmobile http://bit.ly/MobiU2013
  75. 75. #MobiU2013,  @heartlandmobile Mobile  (Scary)  Future “So  what  used  to  fit  in  a  building   now  fits  in  your  pocket, what  fits  in  your  pocket  now  will   fit  inside  a  blood  cell  in  25  years” -­‐  Ray  Kurzwell,  Futurist
  76. 76. #MobiU2013,  @heartlandmobile Mobile  Everything
  77. 77. #MobiU2013,  @heartlandmobile Mobile  Everything 2014    Mobile  Marke:ng  will  be…Mobile  Everything. • Helping  with  the  litle  things:
  78. 78. #MobiU2013,  @heartlandmobile Mobile  Everything 2014    Mobile  Marke:ng  will  be…Mobile  Everything. • Helping  with  the  litle  things: • And  the  big  things:
  79. 79. #MobiU2013,  @heartlandmobile Mobile  Everything 2014    Mobile  Marke:ng  will  be…Mobile  Everything. • Helping  with  the  litle  things: • And  the  big  things: • With  you  all  the  :me:
  80. 80. #MobiU2013,  @heartlandmobile Mobile  Everything 2014    Mobile  Marke:ng  will  be…Mobile  Everything. • Helping  with  the  litle  things: • And  the  big  things: • With  you  all  the  :me: • On  you  all  the  :me:
  81. 81. #MobiU2013,  @heartlandmobile Mobile  Everything 2014    Mobile  Marke:ng  will  be…Mobile  Everything. • Helping  with  the  litle  things: • And  the  big  things: • With  you  all  the  :me: • On  you  all  the  :me: • In  you  all  the  :me: “…what  fits  in  your   pocket  now  will  fit   inside  a  blood  cell…”
  82. 82. #MobiU2013,  @heartlandmobile Join  Our  Mobile  Movement • We  are  looking  for  people  passionate  about  mobile • Network  (of  course) • Learn  about  mobile  (of  course) • Change  history  at  this  crucial  stage  in  history! • Volunteers  needed  for: • Marke:ng  (PR,  Social  Media,  Email,  Web) • Summit  Event  Management • Contact  hugh@heartlandmobilecouncil.com

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