Building a strategy for mobile  iStrategy, Amsterdam 2011  Paul Berney CMO & MD EMEA  Mobile Marketing AssociationMobile M...
What I will talk about     What I will not talk about        MARKETING                 TECHNOLOGYMobile Marketing Associat...
Let’s agree two things   before we startMobile Marketing Association
Why do you need to include mobile?   Because consumers are mobile and   brands are following themMobile Marketing Associat...
Mobile strategy:   “We need an iPhone app”                               Really?Mobile Marketing Association
Just	  checking…	        What	  are	  the	  main	  drivers	  of	  mobile	  marke8ng?	  Mobile Marketing Association
These changes “stack up”     on top of each other                                                                         ...
Behavioural changeMobile Marketing Association
Consumer expectationsMobile Marketing Association
Just	  checking…	        Where	  does	  mobile	  fit	  in	  the	  marke8ng	  mix?	  Mobile Marketing Association
mobile marketing                Digital                Traditional               marketing               marketingMobile M...
Integration is essentialMobile Marketing Association
“Consumers expect a seamless              multichannel experience”             Thomas Marzano, Philips….at about 09:23 yes...
What	  is	  mobile	  marke8ng	  being	  used	  for?	  Mobile Marketing Association
Acquisition                  Retention                Brand BuildingMobile Marketing Association
What	  does	  mobile	  add	  that	  is	  different?	  Mobile Marketing Association
Contextual                       Relevance            Who? Where? When? What?Mobile Marketing Association
Three	  approaches	  to	  crea8ng	  	    a	  strategy	  for	  mobile.	    	    1.	  Think	  of	  the	  future	  Mobile Mar...
“I	  skate	  to	  where	  the	  pucks	       going,	  not	  to	  where	  it	  has	  been.”	       	       Wayne	  Gretsky	...
Imagine a future where 50% of          your business relies on the mobile          channel.          What would that look ...
Digital natives           Digital immigrants        (SOME OF)      YOU            MEMobile Marketing Association
Three	  approaches	  to	  crea8ng	        a	  strategy	  for	  mobile.	        	        2.	  Map	  the	  customer	  journe...
Awareness	                                 Advocacy	  Mobile Marketing Association
Mobile Marketing Association
Engagement	                        Purchase	                      Rela1onship	           Awareness	                      C...
And as we heard, customer journeys  are not linear…..Mobile Marketing Association
Map the touch points and       understand how mobile can       extend and enhance, not       replace other channelsMobile ...
Three	  approaches	  to	  crea8ng	  a	        strategy	  for	  mobile.	        	        3.	  Something	  more	  tradi8onal...
1. Business                                         objective                      9. Improve                           2....
Some	  considera8ons	  to	  include	  in	  your	  strategy	     for	  mobile	  marke8ng	  Mobile Marketing Association
“If you wish to persuade me, you      must think my thoughts, feel my      feelings, and speak my words.”      Cicero 80BC...
Creativity is still vitalMobile Marketing Association
Similar but differentMobile Marketing Association
“It is easier to be repeatedly              useful than it is to be              repeatedly entertaining”             Rory...
Fast   A familiar dilemma                               Cheap                                 QualityMobile Marketing Asso...
..with a digital twist                                 Cost      Targeted                             Scale               ...
Real time interaction allows for     real time response….     Mobile is a two way channelMobile Marketing Association
Channel choice                               Convenience                               need &                             ...
Understand	  your	  own	  capabili8es….and	  your	      partners	                                            Strategy	    ...
Execu8on	  is	  cri8cal	                      Strategy	                      Crea8ve	                                    M...
You	  have	  op8ons	                                                    AGENCY	   PLATFORM	   IN-­‐HOUSE	     HYBRID	     ...
“The most profound technologies         are those that disappear. They         weave themselves into the fabric         of...
Thank you.                     Any questions?Mobile Marketing Association
Contact	      Paul	  Berney	      Chief	  Marke8ng	  Officer	  &	  Managing	  Director,	  Europe,	  Middle	  East	  &	  Afri...
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iStrategy AMS 2011 - Paul Berney, Mobile Marketing Association

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iStrategy Amsterdam 2011 : Paul Berney, CMO, Mobile Marketing Association - Building a Strategy for Mobile (Day Two - Split Stream Interactive Workshops)

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iStrategy AMS 2011 - Paul Berney, Mobile Marketing Association

  1. 1. Building a strategy for mobile iStrategy, Amsterdam 2011 Paul Berney CMO & MD EMEA Mobile Marketing AssociationMobile Marketing Association
  2. 2. What I will talk about What I will not talk about MARKETING TECHNOLOGYMobile Marketing Association
  3. 3. Let’s agree two things before we startMobile Marketing Association
  4. 4. Why do you need to include mobile? Because consumers are mobile and brands are following themMobile Marketing Association
  5. 5. Mobile strategy: “We need an iPhone app” Really?Mobile Marketing Association
  6. 6. Just  checking…   What  are  the  main  drivers  of  mobile  marke8ng?  Mobile Marketing Association
  7. 7. These changes “stack up” on top of each other Data  tariffs   Handsets   Speed  3G   Marke8ng  challenges   Economic  change   Industry  promo8on   Consumer  behaviour   Technological  convergence  Mobile Marketing Association
  8. 8. Behavioural changeMobile Marketing Association
  9. 9. Consumer expectationsMobile Marketing Association
  10. 10. Just  checking…   Where  does  mobile  fit  in  the  marke8ng  mix?  Mobile Marketing Association
  11. 11. mobile marketing Digital Traditional marketing marketingMobile Marketing Association
  12. 12. Integration is essentialMobile Marketing Association
  13. 13. “Consumers expect a seamless multichannel experience” Thomas Marzano, Philips….at about 09:23 yesterdayMobile Marketing Association
  14. 14. What  is  mobile  marke8ng  being  used  for?  Mobile Marketing Association
  15. 15. Acquisition Retention Brand BuildingMobile Marketing Association
  16. 16. What  does  mobile  add  that  is  different?  Mobile Marketing Association
  17. 17. Contextual Relevance Who? Where? When? What?Mobile Marketing Association
  18. 18. Three  approaches  to  crea8ng     a  strategy  for  mobile.     1.  Think  of  the  future  Mobile Marketing Association
  19. 19. “I  skate  to  where  the  pucks   going,  not  to  where  it  has  been.”     Wayne  Gretsky  –  Ice  Hockey  legend    Mobile Marketing Association
  20. 20. Imagine a future where 50% of your business relies on the mobile channel. What would that look like?Mobile Marketing Association
  21. 21. Digital natives Digital immigrants (SOME OF) YOU MEMobile Marketing Association
  22. 22. Three  approaches  to  crea8ng   a  strategy  for  mobile.     2.  Map  the  customer  journey  Mobile Marketing Association
  23. 23. Awareness   Advocacy  Mobile Marketing Association
  24. 24. Mobile Marketing Association
  25. 25. Engagement   Purchase   Rela1onship   Awareness   Considera1on   Consump1on   Advocacy  Mobile Marketing Association
  26. 26. And as we heard, customer journeys are not linear…..Mobile Marketing Association
  27. 27. Map the touch points and understand how mobile can extend and enhance, not replace other channelsMobile Marketing Association
  28. 28. Three  approaches  to  crea8ng  a   strategy  for  mobile.     3.  Something  more  tradi8onal?  Mobile Marketing Association
  29. 29. 1. Business objective 9. Improve 2. Research 8. Measure 3. Customer results insight 7. Execution 4. Targeting 6. Concept 5. StrategyMobile Marketing Association
  30. 30. Some  considera8ons  to  include  in  your  strategy   for  mobile  marke8ng  Mobile Marketing Association
  31. 31. “If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.” Cicero 80BCMobile Marketing Association
  32. 32. Creativity is still vitalMobile Marketing Association
  33. 33. Similar but differentMobile Marketing Association
  34. 34. “It is easier to be repeatedly useful than it is to be repeatedly entertaining” Rory Sutherland - OgilvyMobile Marketing Association
  35. 35. Fast A familiar dilemma Cheap QualityMobile Marketing Association
  36. 36. ..with a digital twist Cost Targeted Scale EffectiveMobile Marketing Association
  37. 37. Real time interaction allows for real time response…. Mobile is a two way channelMobile Marketing Association
  38. 38. Channel choice Convenience need & controlMobile Marketing Association
  39. 39. Understand  your  own  capabili8es….and  your   partners   Strategy   Crea8ve   Execu8on   Mobile  Analy8cs  &  Measurement  Mobile Marketing Association
  40. 40. Execu8on  is  cri8cal   Strategy   Crea8ve   Mobile  PlaRorm   Execu8on   Development   Aggrega8on   Content  crea8on  &   Short  Code   Mobile  Analy8cs  &  Measurement   licensing   leasing  Mobile Marketing Association
  41. 41. You  have  op8ons   AGENCY   PLATFORM   IN-­‐HOUSE   HYBRID   Strategy   Crea8ve   Execu8on   Mobile  Analy8cs  &  Measurement  Mobile Marketing Association
  42. 42. “The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it” Mark Weiser – Xerox PARCMobile Marketing Association
  43. 43. Thank you. Any questions?Mobile Marketing Association
  44. 44. Contact   Paul  Berney   Chief  Marke8ng  Officer  &  Managing  Director,  Europe,  Middle  East  &  Africa   123  Pall  Mall,  London,  SW1Y  5EA   O:  +44  203  376  9455     M:  +44  7753  566  441   paul.berney@mmaglobal.com     www.mmaglobal.com   twi_er  PAULBMMA   h_p://uk.linkedin.com/pub/paul-­‐berney/1/71a/898     Chartered   Fellow  of  the  Ins8tute   Business  Leader  in     Ins8tute  of   Member  of  CMO  Council   of  Direct  Marke8ng   Mentor  for     The  Marke8ng  Society   Marke8ng   The  Marke8ng  Academy  Mobile Marketing Association
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