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Youth Marketing Mobile Insights

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Presented at the Student Village insights breakfast by Angus Robinson - Native

Presented at the Student Village insights breakfast by Angus Robinson - Native

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Youth Marketing Mobile Insights Youth Marketing Mobile Insights Presentation Transcript

  • Student Village Breakfast/ 14.04.2011
  • Section 1
    2
    Student village breakfast
    Digital evolution
  • Digital evolution
    Over the past fifteen years, the Internet has evolved from being “just another media channel” to fundamentally redefining the relationship between consumers and brands.
    3
    Student village breakfast
  • Evolution in Interaction
    There are new ways to interact with technology, and it is becoming an expected norm.
    4
    Student village breakfast
  • 1.0 editorial
    During the nineties, the web was primarily a publish and browse medium with no mobile elements
    5
    Student village breakfast
  • 2.0 social
    The web has become a blackboard on which everyone is invited to make their mark and this extends deeply into the mobile environment.
    6
    Student village breakfast
  • Size, Speed, Form, Connectivity, power, smartness, cost
    It is no longer about ‘phones’. It is about connectivity and the ability to communicate. The individual device becomes less important and the network of connected devices emerges.
    7
    Student village breakfast
  • Stats overload
    Native Credentials Presentation to Standard Bank
    8
    The average smartphone user has downloaded approximately 60 apps. 
    Over 450k apps have been published by end 2010. 
    18bn app downloads are predicted for 2011. 
    A total of 185bn will have been downloaded by 2015
    Revenue from apps in 2010 was $5.2 and will grow to $15bn in 2011
    Free Downloads account for 81% in 2011
  • Stats overload, v2
    Native Credentials Presentation to Standard Bank
    9
    There are 5bn mobile connections worldwide, this will grow to 6bn by the end of 2011. 
    In developing markets, a 10% growth in mobile penetration can lead to a 1.2% real GDP growth.
    Global installed base of smartphones grew by 44% year-on-year
    There are 18 LTE rollouts underway, with another 184 planned.
    There is a 10 fold increase in connectivity speeds with every generation of mobile technology - ie 4G is 10x faster than 3G, and in 5-6 years, 5G will be 10x faster than 4G.
    90% of mobile data traffic will be generated by mobile video consumption
  • approach to customers & company systems
    Its time to plan for a single view of and consistent experience for customers. We need staff that are as connected and aware as your customers. It’s a future that is devolved.
    Student village breakfast
    10
  • Section 2
    11
    Student village breakfast
    A simple Principle
  • unexpected expected
    surprising
    timeous
    profiled
    segmented
    targeted
    contextual
    VALUE + RELEVANCE = ENGAGEMENT
    purchasing
    affinity
    contribution
    participation
    sharing
    12
    Student village breakfast
    exchange
    exchange
    information
    leads
    utility
    entertainment
    utilitainment
    reward
  • BMW Snow Tyres
    13
    Student village breakfast
  • unexpected expected
    surprising
    timeous
    profiled
    segmented
    targeted
    contextual
    VALUE + RELEVANCE = ENGAGEMENT
    purchasing
    affinity
    contribution
    participation
    sharing
    14
    Student village breakfast
    exchange
    exchange
    information
    leads
    utility
    entertainment
    utilitainment
    reward
  • Standard Bank Matric Results
    Be useful and involved before trying to sell your goods.
    15
    Student village breakfast
  • unexpected expected
    surprising
    timeous
    profiled
    segmented
    targeted
    contextual
    VALUE + RELEVANCE = ENGAGEMENT
    purchasing
    affinity
    contribution
    participation
    sharing
    16
    Student village breakfast
    exchange
    exchange
    information
    leads
    utility
    entertainment
    utilitainment
    reward
  • Mini stockholm
    17
    Student village breakfast
  • unexpected expected
    surprising
    timeous
    profiled
    segmented
    targeted
    contextual
    VALUE + RELEVANCE = ENGAGEMENT
    purchasing
    affinity
    contribution
    participation
    sharing
    18
    Student village breakfast
    exchange
    exchange
    information
    leads
    utility
    entertainment
    utilitainment
    reward
  • Section 3
    19
    Our view of the future
    Student village breakfast
  • The world is your canvas, canvas your world
    20
    Student village breakfast
  • Some final thoughts
    Native Credentials Presentation to Standard Bank
    21
    Cannot make a viral campaign
    Cannot polish a t*rd
    Be genuine & provide value
    Don’t taint great ideas with your views or habits
    Think about game mechanics
    Real world and digital worlds are meeting