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THE“MARMITE”EFFECTA MOBILE MARKETINGPRIMER FOR AGENCIES &BRANDSTAMA | March 13, 2011@tucsonama/#tucsonama
INTRODUCTION & AGENDA  TUCSON AMA                                   Agenda                                   • The “Marmit...
THE REALITY   TUCSON AMAAmericans consume 34 GBs of data per day.
THE REALITYTUCSON AMA
THE REALITYTUCSON AMA
THE REALITYTUCSON AMA
THE REALITYTUCSON AMA
THE “MARMITE”EFFECTTUCSON AMA
THE “MARMITE” EFFECTTUCSON AMAMarmite = My Grandma
THE “MARMITE” EFFECTTUCSON AMAMarmite Now Owns an iPad•   73 years old•   Lives in a 300+ year old cottage in rural Derbys...
THE “MARMITE” EFFECTTUCSON AMAThe “Marmite” Effect•   Mobile connectivity is dramatically rising across all socio-economic...
MOBILE STATSTUCSON AMA
STATSTUCSON AMALast Year
STATSTUCSON AMAThis Year
STATSTUCSON AMA
STATS         TUCSON AMAGlobal. Itʼs still afeature phoneWorld.
STATSTUCSON AMAPost PC era isnʼt affecting smartphones, but tablets. • More smartphones sold last year than PCs • iPad aff...
LEARN FROMOTHERS’ MISTAKESTUCSON AMA
SPECIALIZATIONTUCSON AMADonʼt be/look for all things.  •   Service-based (app development, SMS, mobile web)  •   Strategy ...
TALENT & KNOWLEDGETUCSON AMAYou canʼt buy talent, nurture it.  •   Multi-faceted  •   Easier to teach marketing people  • ...
TOO MUCH FOCUS ON ROITUCSON AMAPlease donʼt tell your boss you will make money immediately. • For agencies - Understand wh...
FOCUS, FOCUS, FOCUSTUCSON AMANarrow focus can be limiting. •   Start somewhere, then move outward. •   Extend your service...
DON’T WAITTUCSON AMAInvest now, fail, invest, fail, invest, succeed.  • POVs  • Labs Group
TOOLS TO MAKEMOBILE ADOPTIONEASIERTUCSON AMA
MOBILE WEBTUCSON AMA
MOBILE WEBTUCSON AMA
MOBILE WEBTUCSON AMA
MOBILE ADVERTISINGTUCSON AMA                     http://www.flickr.com/photos/fidelman/5282509966/
MOBILE ADVERTISINGTUCSON AMA                 5+(2#32&        5+(2#32&    !"#$%&                   !"#$%&        $()<*+=.& ...
SMSTUCSON AMA
MMSTUCSON AMA
MOBILE & SXSWTUCSON AMA
REDEFINING PLACETUCSON AMAWhat is place?
REDEFINING PLACETUCSON AMAWhat is place?• Who is there?• What are they doing?• Who is talking?
GEO-LOCATION TUCSON AMAGeolocation was a massive topic this year. • First, must redefine the concept of place • Must use to...
QR CODESTUCSON AMA
NEAR FIELD COMMUNICATIONTUCSON AMAIt may happen (if Apple pays for it). •   Just starting to test with newest Android phon...
THE MOBILEFUTURETUCSON AMA
5 THINGS TO WATCH TUCSON AMA1  Natural user interface on mobile (e.g. Kinect)2 Speech development (e.g. Siri)3 Connected d...
THANK YOU   TUCSON AMA                                   THANK YOU!                                   Find This Presentati...
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The Marmite Effect: A Mobile Primer for Agencies & Businesses

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Presentation for the Tucson American Marketing Association. March 13, 2012

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Transcript of "The Marmite Effect: A Mobile Primer for Agencies & Businesses"

  1. 1. THE“MARMITE”EFFECTA MOBILE MARKETINGPRIMER FOR AGENCIES &BRANDSTAMA | March 13, 2011@tucsonama/#tucsonama
  2. 2. INTRODUCTION & AGENDA TUCSON AMA Agenda • The “Marmite” effect • Mobile stats • Mistakes to live by • SXSW update • Future trendsMichael BarberDirector, Digital Strategy, COHN@michaeljbarber
  3. 3. THE REALITY TUCSON AMAAmericans consume 34 GBs of data per day.
  4. 4. THE REALITYTUCSON AMA
  5. 5. THE REALITYTUCSON AMA
  6. 6. THE REALITYTUCSON AMA
  7. 7. THE REALITYTUCSON AMA
  8. 8. THE “MARMITE”EFFECTTUCSON AMA
  9. 9. THE “MARMITE” EFFECTTUCSON AMAMarmite = My Grandma
  10. 10. THE “MARMITE” EFFECTTUCSON AMAMarmite Now Owns an iPad• 73 years old• Lives in a 300+ year old cottage in rural Derbyshire, England• Newest technology = multi-unit cordless telephone (two years ago)• Uses iPad for two things = games & communication• 10 minutes of training, a lifetime of connectivity
  11. 11. THE “MARMITE” EFFECTTUCSON AMAThe “Marmite” Effect• Mobile connectivity is dramatically rising across all socio-economic statuses• Driven by post PC era - smartphone and tablet• First year of more uploads, than downloads at the Super Bowl• Part of the “next 50%”• Major differences in mobile usage
  12. 12. MOBILE STATSTUCSON AMA
  13. 13. STATSTUCSON AMALast Year
  14. 14. STATSTUCSON AMAThis Year
  15. 15. STATSTUCSON AMA
  16. 16. STATS TUCSON AMAGlobal. Itʼs still afeature phoneWorld.
  17. 17. STATSTUCSON AMAPost PC era isnʼt affecting smartphones, but tablets. • More smartphones sold last year than PCs • iPad affecting PC usage, not smartphones • 22% less time due to iPad
  18. 18. LEARN FROMOTHERS’ MISTAKESTUCSON AMA
  19. 19. SPECIALIZATIONTUCSON AMADonʼt be/look for all things. • Service-based (app development, SMS, mobile web) • Strategy • Creative production • Integrated
  20. 20. TALENT & KNOWLEDGETUCSON AMAYou canʼt buy talent, nurture it. • Multi-faceted • Easier to teach marketing people • Provide focused investment on training • Hire for specialities (e.g. UI, design)
  21. 21. TOO MUCH FOCUS ON ROITUCSON AMAPlease donʼt tell your boss you will make money immediately. • For agencies - Understand where mobile dollars will come from • For brands - Figure out where your mobile dollars will come from • Won’t immediately add to the bottom line
  22. 22. FOCUS, FOCUS, FOCUSTUCSON AMANarrow focus can be limiting. • Start somewhere, then move outward. • Extend your services or reach across mobile • Consultancy • IP
  23. 23. DON’T WAITTUCSON AMAInvest now, fail, invest, fail, invest, succeed. • POVs • Labs Group
  24. 24. TOOLS TO MAKEMOBILE ADOPTIONEASIERTUCSON AMA
  25. 25. MOBILE WEBTUCSON AMA
  26. 26. MOBILE WEBTUCSON AMA
  27. 27. MOBILE WEBTUCSON AMA
  28. 28. MOBILE ADVERTISINGTUCSON AMA http://www.flickr.com/photos/fidelman/5282509966/
  29. 29. MOBILE ADVERTISINGTUCSON AMA 5+(2#32& 5+(2#32& !"#$%& !"#$%& $()<*+=.& !"#$%& !"#$%& >$*<$& #$($)*+,& #$($)*+,& #$($)*+,& -(..&)/0$& 7*+(& ?*:3.&*$& 1+(2#32& 1+(2#32& 1+(2#32& .#)(.& .#)(.& 13@"#./(+.& 80+#(),&*9& 454&*16*$.& 1+#:#$;& 457&2*%("& 2*%(".&
  30. 30. SMSTUCSON AMA
  31. 31. MMSTUCSON AMA
  32. 32. MOBILE & SXSWTUCSON AMA
  33. 33. REDEFINING PLACETUCSON AMAWhat is place?
  34. 34. REDEFINING PLACETUCSON AMAWhat is place?• Who is there?• What are they doing?• Who is talking?
  35. 35. GEO-LOCATION TUCSON AMAGeolocation was a massive topic this year. • First, must redefine the concept of place • Must use to benefit the user as much possible • Issues/concerns with privacy can be mitigated with trust and enhancement of user’s lives.
  36. 36. QR CODESTUCSON AMA
  37. 37. NEAR FIELD COMMUNICATIONTUCSON AMAIt may happen (if Apple pays for it). • Just starting to test with newest Android phones • Retailers have ancient POS systems; will take time to integrate • Apple/Google have enough money to float the US government for about a year • How much value will consumers see in these technologies?
  38. 38. THE MOBILEFUTURETUCSON AMA
  39. 39. 5 THINGS TO WATCH TUCSON AMA1 Natural user interface on mobile (e.g. Kinect)2 Speech development (e.g. Siri)3 Connected devices (e.g. Apple TV, Google TV/Play)4 Network maturation (e.g. 4G)5 Socio-economic patterns as adoption rises
  40. 40. THANK YOU TUCSON AMA THANK YOU! Find This Presentation on SlideShare www.slideshare.net/michaeljbarberMichael BarberDirector, Digital Strategy, COHNmichael@cohnmarketing.com@michaeljbarber520-591-1658http://linkedin.com/in/uabarber
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