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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)

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

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  • 1. Building a strategy for mobile iStrategy, Amsterdam 2011 Paul Berney CMO & MD EMEA Mobile Marketing AssociationMobile Marketing Association
  • 2. What I will talk about What I will not talk about MARKETING TECHNOLOGYMobile Marketing Association
  • 3. Let’s agree two things before we startMobile Marketing Association
  • 4. Why do you need to include mobile? Because consumers are mobile and brands are following themMobile Marketing Association
  • 5. Mobile strategy: “We need an iPhone app” Really?Mobile Marketing Association
  • 6. Just  checking…   What  are  the  main  drivers  of  mobile  marke8ng?  Mobile Marketing Association
  • 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. Behavioural changeMobile Marketing Association
  • 9. Consumer expectationsMobile Marketing Association
  • 10. Just  checking…   Where  does  mobile  fit  in  the  marke8ng  mix?  Mobile Marketing Association
  • 11. mobile marketing Digital Traditional marketing marketingMobile Marketing Association
  • 12. Integration is essentialMobile Marketing Association
  • 13. “Consumers expect a seamless multichannel experience” Thomas Marzano, Philips….at about 09:23 yesterdayMobile Marketing Association
  • 14. What  is  mobile  marke8ng  being  used  for?  Mobile Marketing Association
  • 15. Acquisition Retention Brand BuildingMobile Marketing Association
  • 16. What  does  mobile  add  that  is  different?  Mobile Marketing Association
  • 17. Contextual Relevance Who? Where? When? What?Mobile Marketing Association
  • 18. Three  approaches  to  crea8ng     a  strategy  for  mobile.     1.  Think  of  the  future  Mobile Marketing Association
  • 19. “I  skate  to  where  the  pucks   going,  not  to  where  it  has  been.”     Wayne  Gretsky  –  Ice  Hockey  legend    Mobile Marketing Association
  • 20. Imagine a future where 50% of your business relies on the mobile channel. What would that look like?Mobile Marketing Association
  • 21. Digital natives Digital immigrants (SOME OF) YOU MEMobile Marketing Association
  • 22. Three  approaches  to  crea8ng   a  strategy  for  mobile.     2.  Map  the  customer  journey  Mobile Marketing Association
  • 23. Awareness   Advocacy  Mobile Marketing Association
  • 24. Mobile Marketing Association
  • 25. Engagement   Purchase   Rela1onship   Awareness   Considera1on   Consump1on   Advocacy  Mobile Marketing Association
  • 26. And as we heard, customer journeys are not linear…..Mobile Marketing Association
  • 27. Map the touch points and understand how mobile can extend and enhance, not replace other channelsMobile Marketing Association
  • 28. Three  approaches  to  crea8ng  a   strategy  for  mobile.     3.  Something  more  tradi8onal?  Mobile Marketing Association
  • 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. Some  considera8ons  to  include  in  your  strategy   for  mobile  marke8ng  Mobile Marketing Association
  • 31. “If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.” Cicero 80BCMobile Marketing Association
  • 32. Creativity is still vitalMobile Marketing Association
  • 33. Similar but differentMobile Marketing Association
  • 34. “It is easier to be repeatedly useful than it is to be repeatedly entertaining” Rory Sutherland - OgilvyMobile Marketing Association
  • 35. Fast A familiar dilemma Cheap QualityMobile Marketing Association
  • 36. ..with a digital twist Cost Targeted Scale EffectiveMobile Marketing Association
  • 37. Real time interaction allows for real time response…. Mobile is a two way channelMobile Marketing Association
  • 38. Channel choice Convenience need & controlMobile Marketing Association
  • 39. Understand  your  own  capabili8es….and  your   partners   Strategy   Crea8ve   Execu8on   Mobile  Analy8cs  &  Measurement  Mobile Marketing Association
  • 40. Execu8on  is  cri8cal   Strategy   Crea8ve   Mobile  PlaRorm   Execu8on   Development   Aggrega8on   Content  crea8on  &   Short  Code   Mobile  Analy8cs  &  Measurement   licensing   leasing  Mobile Marketing Association
  • 41. You  have  op8ons   AGENCY   PLATFORM   IN-­‐HOUSE   HYBRID   Strategy   Crea8ve   Execu8on   Mobile  Analy8cs  &  Measurement  Mobile Marketing Association
  • 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. Thank you. Any questions?Mobile Marketing Association
  • 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