How Can Mobile Tech Revolutionise Your Business?

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ad:tech London 2012 …

ad:tech London 2012

How Can Mobile Tech Revolutionise Your Business?

Luke Mansfield, Head of Product Innovation, Samsung
David Balko, Senior Director of Client Services, Velti

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  • Occasionally a branded item fulfils a purpose better than anything I could buy easily in a shop unbrandedSometimes they are simply something really useful you’d never thought of buyingThese things find a permanent home in consumers’ repertoire and can even become loved or collectableLike a great application they’re often expensive but each has utility and that’s the point, utilities, by definition are useful to consumers and branded ones allow for people to connect with brands on a much deeper level, but only if it’s relevant.
  • There’s little more annoying that something which is horrible but that you feel bad for throwing away.Short term campaigning objectives should be met by short lived promotions which don’t carry guiltMost of these things are deeply inappropriate to the product and whilst useful are not more useful than their unbranded equivalent in context
  • Applications are like stuff. It’s as hard for you to get a consumer to download your latest application as it is for me to persuade them to let my latest piece of technology into their homesThe phone sits in people’s pockets and carries precious data. This is why consumers often get frustrated by lazily designed permissions on applications. It’s true that the world is changing as a result of technology and mobile technology in particular allows for the collision of content, commerce and community. At Vleti we like to think this allows us to create interesting solutions to bring brands into peoples lives.
  • Applications are like stuff. It’s as hard for you to get a consumer to download your latest application as it is for me to persuade them to let my latest piece of technology into their homesThe phone sits in people’s pockets and carries precious data. This is why consumers often get frustrated by lazily designed permissions on applications.
  • More than being difficult to throw away, many consumers are technically not capable of deleting old applications.This means they have a legacy of App junk which clogs up their handset. It’s like having a room in your home you can’t clean.These apps are well made and review strongly. Each has a better free alternative available not from a brand. The brand adds nothing and in the case of Greggs actually looks very odd.
  • Consumers should be free to choose which device or media they want to interact with a brand, not us. Our job should be to make it seamless, which neatly brings it onto the question of HTML5 vs Apps. The world loves a battle, PC vs Mac, Betamax vs VHS (for the older people in the room) But the world has moved on. There’s too much choice and too much fragmentation. The good thing is that there are loads of really interesting ways we can speak to people and ask them to engage with our brands. The great thing is to talk about how content, commerce and community come together and allow us to build meaningful, profitable and relevant relationships with our customers. As a business that works with many clients we have to be as agnostic as possible and I choose to understand a clients unique challenges rather then give them an answer. In the old fashioned ad world there was a saying ‘the answer is a 30 second TV ad, now what’s the question?’.
  • HTML 5 allows websites to provide a better user experience on mobile. (but watch for the ‘return to main site’ button to improve the app
  • Zuckerberg was right. Facebook is a hugging channel. HTML 5 was completely wrong for them. However for most brands it’s an essential part of the mix and a part that must integrate with all of the other channels to enhance and not confuse consumers relationships with brands.

Transcript

  • 1. MOBILE RELATIONSHIPSHow deep should your relationship run?
  • 2. Brands are all looking for a‘relationship’But relationships take many forms
  • 3. Different types of relationshipsRequire different levels of engagementAnd very different tones of communication
  • 4. Branded Stuff through the agesThe branded stuff in my home
  • 5. Branded Stuff through the agesThe branded stuff that went in the bin (or got lost)
  • 6. People’s phones are intimateBut so are their homes…Being in peoples’ homes or on their phone is aprivilege
  • 7. People’s phones are intimateBut so are their homes…This rubber duck requires• Keys to your home• Your alarm code• Your personal documents• Control of your home devices• Your bank account details• Your space next to your partner in bedImagine if other promotional items had the same baggage?
  • 8. Apps – a lasting memory, good orbadConsumers tend not to delete applicationsor Google Maps or Instagram or Let’s golf free
  • 9. Applications are no magic bulletMarketing by Internet & e-mail may have moreimpact Commonly Performed Activities on Mobile Phone Browsing the Internet 59% Browsing the internet, using Email 58% email, and checking Facebook 42% Facebook are the most GPS / Satellite Maps 22% common online activities on DL or Use Apps 21% a mobile phone. Internet Shopping 14%Check Public Transport Time Tables 13% Share Photos / Videos 11% DL or Listen to Music 8% These are online Twitter 4% Use Skype / FaceTime 4% Activities only Stream or Watch Videos 4% SMS is still #1
  • 10. Actually we shouldn’t dictate where aconsumer chooses to interact with us the collision of CONTENT COMMERCE + COMMUNITY
  • 11. Mobile web & HTML 5Unfulfilled potential• HTML 5 allows websites to function like applications• For rare tasks (insurance, tyre buying, currency exchange) HTML 5 will often be a more relevant way to converse• 645M websites compare with 600k (ish) apps on any given platform• Finding Apps is already a needle in a haystack job. HTML 5 will require a new way to search.• HTML 5 is the ultimate Handshake medium• The future is not http://www.
  • 12. Mobile web & HTML 5Unfulfilled potential“Betting on HTML 5 for the app is "one of thebiggest mistakes if not the biggest strategicmistakes weve ever made,“Mark Zuckerberg ?
  • 13. Thank you, any questions?Luke Mansfield David BalkoHead of Product Innovation Senior Director, Client ServiceSamsung Electronics Veltiluke.mansfield@samsung.com dbalko@velti.com07501 469 320 07771 666 812