Does your brand need a mobile-specific strategy?
HYPE-BUSTERS
@kaylam
MOBILE IS NOTTHE FUTURE:
MOBILE IS HERETODAY
THERE ARE 3.93 BILLION MOBILE PHONE USERS WORLDWIDE,
REPRESENTING 56% OF THE GLOBAL POPULATION
SMARTPHONES ACCOUNT FOR 24%...
MOBILE IS NOTA
‘BOLT-ON’ SOLUTION
TRUTH #1
humans want
to be entertained
BRAND STORYTELLING
CONSUMER STORYTELLING
PRODUCT STORYTELLING
TRUTH #2
context drives content
(and sometimes content drives context)
MOBILE HASTHEABILITYTO MARKETTO CIRCUMSTANCE
TRUTH #3
mobile fuels other
digital &
traditional behaviors
MOBILEACTSAS CONNECTIVETISSUE BETWEEN
OTHER CONSUMERTOUCH POINTS
TRUTH #4
motivations rarely change;
behaviors change often
THINK OFTECHNOLOGYASAN
ENABLER FOR BEHAVIOR CHANGE
SO WHAT?Where do I go from here?
Make sure your marketing strategies fulfill the
intrinsic needs and wants of your customer.
Provide utility and not noise....
EMBRACE STORYTELLING
Content experiences are brand stories.
Don’t focus on single strategy messages
but rather tell storie...
HOW?
Stop focusing on the container.
Your customers will consume the content when and where they want to.
Just be there with me...
AUGMENT YOUR CONTENT STRATEGY
Develop well-designed user interfaces to connect with people in contextually relevant ways.
CONTEXT DRIVES RELEVANCE
Focus on finding those moments where your consumer is in a mindset
to be open to and engage with ...
DESIGN FOR CONNECTED EXPERIENCES
Create content experiences that are fluid between mobile, tablet, desktop, and IRL.
a aa
BUILD A SOLID CMS AND TRACK EVERYTHING
Manage your content so that it optimizes for the right experience at any screen, an...
ITERATE
Set up your organization structures with flexibility for experimentation.
a b c
FOCUS ON PEOPLE
NOT THE TECHNOLOGY
Because there will always be another shiny object, screen, device...
but people should ...
TRUTH #5
if it is uncomfortable, you are
probably on to something big
See you on the internets.
THANKS
@kaylam
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Keynote Presentation from the 2013 Mobile Marketing Strategies Summit

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My keynote presentation from the 2013 Mobile Marketing Strategies Summit in Chicago in April, 2013. A discussion around whether your brand needs a mobile-specific marketing strategy.

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Keynote Presentation from the 2013 Mobile Marketing Strategies Summit

  1. 1. Does your brand need a mobile-specific strategy? HYPE-BUSTERS @kaylam
  2. 2. MOBILE IS NOTTHE FUTURE: MOBILE IS HERETODAY
  3. 3. THERE ARE 3.93 BILLION MOBILE PHONE USERS WORLDWIDE, REPRESENTING 56% OF THE GLOBAL POPULATION SMARTPHONES ACCOUNT FOR 24% OF MOBILE PHONE USERS WORLDWIDE, OR 13.5% OF THE TOTAL POPULATION BY 2016 WORLDWIDE SMARTPHONE PENETRATION AMONG MOBILE PHONE USERS IS SUPPOSED TO INCREASE TO 45% SMARTPHONES ARE CHANGING THE DIGITAL LANDSCAPE: MOBILE WEB SUBSCRIPTIONS 2:1 BROADBAND SUBSCRIPTIONS IDC CLAIMS THAT BY 2015 MORE AMERICANS WILL ACCESS THE INTERNET VIA MOBILE VS PC IPAD GROWTH = 3X IPHONE GROWTH
  4. 4. MOBILE IS NOTA ‘BOLT-ON’ SOLUTION
  5. 5. TRUTH #1 humans want to be entertained
  6. 6. BRAND STORYTELLING
  7. 7. CONSUMER STORYTELLING
  8. 8. PRODUCT STORYTELLING
  9. 9. TRUTH #2 context drives content (and sometimes content drives context)
  10. 10. MOBILE HASTHEABILITYTO MARKETTO CIRCUMSTANCE
  11. 11. TRUTH #3 mobile fuels other digital & traditional behaviors
  12. 12. MOBILEACTSAS CONNECTIVETISSUE BETWEEN OTHER CONSUMERTOUCH POINTS
  13. 13. TRUTH #4 motivations rarely change; behaviors change often
  14. 14. THINK OFTECHNOLOGYASAN ENABLER FOR BEHAVIOR CHANGE
  15. 15. SO WHAT?Where do I go from here?
  16. 16. Make sure your marketing strategies fulfill the intrinsic needs and wants of your customer. Provide utility and not noise. PUT YOUR CONSUMER FIRST
  17. 17. EMBRACE STORYTELLING Content experiences are brand stories. Don’t focus on single strategy messages but rather tell stories through rich content engagements.
  18. 18. HOW?
  19. 19. Stop focusing on the container. Your customers will consume the content when and where they want to. Just be there with meaningful and optimized content. FOCUS ON THE CONTENT
  20. 20. AUGMENT YOUR CONTENT STRATEGY Develop well-designed user interfaces to connect with people in contextually relevant ways.
  21. 21. CONTEXT DRIVES RELEVANCE Focus on finding those moments where your consumer is in a mindset to be open to and engage with your content. Make it meaningful and purposeful based on time, location, and circumstance.
  22. 22. DESIGN FOR CONNECTED EXPERIENCES Create content experiences that are fluid between mobile, tablet, desktop, and IRL. a aa
  23. 23. BUILD A SOLID CMS AND TRACK EVERYTHING Manage your content so that it optimizes for the right experience at any screen, anytime. Timely analytics become your best friend in learning about your customer and where and when they engage with your brand. LOAD DATA [LOW_PRIORITY | CONCURRENT] [LOCAL] INFILE 'file_name' [REPLACE | IGNORE] INTO TABLE tbl_name [PARTITION (partition_name,...)] [CHARACTER SET charset_name] [{FIELDS | COLUMNS} [TERMINATED BY 'string'] [[OPTIONALLY] ENCLOSED BY 'char'] [ESCAPED BY 'char'] ]
  24. 24. ITERATE Set up your organization structures with flexibility for experimentation. a b c
  25. 25. FOCUS ON PEOPLE NOT THE TECHNOLOGY Because there will always be another shiny object, screen, device... but people should always remain at the center of your communications strategies.
  26. 26. TRUTH #5 if it is uncomfortable, you are probably on to something big
  27. 27. See you on the internets. THANKS @kaylam
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