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Post-PC Marketing

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Simeon Spearman's slides from Geekend and Digital Atlanta 2011 covering Post-PC marketing.

Simeon Spearman's slides from Geekend and Digital Atlanta 2011 covering Post-PC marketing.

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    Post-PC Marketing Post-PC Marketing Presentation Transcript

    • Post-PC MarketingSimeon Spearman, Digital Strategist Moxie Interactive @srspear http://moxieinteractive.com/pulse
    • “I’m trying to think of a good analogy. When wewere an agrarian nation, all cars were trucks. Butas people moved more towards urbancenters, people started to get into cars. I think PCsare going to be like trucks. Less people willneed them. And this transformation is going tomake some people uneasy… because the PC hastaken us a long way. They were amazing. But itchanges. Vested interests are going to change.And, I think we’ve embarked on that change. Isit the iPad? Who knows? Will it be next year or fiveyears? … We like to talk about the post-PCera, but when it really starts to happen, it’suncomfortable.” – Steve Jobs
    • It’s Not the Story of Windows
    • It’s Not the Story of Apple
    • Story of Smartphone Adoption Source: Nielsen Blog, “Generation App: 62% of Mobile Users Age 25-34 Own Smartphones,” November 2011.
    • Story of Tablet Adoption 11% Americans own tablets Source: Pew Research Center’s Project for Excellence in Journalism, “The Tablet Revolution,” October 2011.
    • Story of New Age of Tech Adoption 8 Million Microsoft Kinects sold within 60 days
    • Story of TV 20% Americans with Connected TVs (TVs, consoles, HTPCs) Source: Strategy Analytics, “Multiscreen Connected TV: Assessing Device Usage and Ownership, November 2011
    • Story of a Shift in Internet Traffic Source: Sandvine, “Global Internet Phenomena Report,” October 2011.
    • Story of Multitasking Source: Nielsen Blog, “40% of Tablet and Smartphone Owners Use Them While Watching TV,” October 2011.
    • Story of Shifting Media Consumption Source: comScore, “Digital Omnivores,” October 2011
    • It’s a Story of Ecosystems
    • Guide to Post-PC Marketing
    • Tablets Aren’t Exclusively Mobile Implications  Focus on the correct devices  Focus on the correct behaviors  Focus on the correct media
    • Tablets Aren’t Exclusively Mobile
    • Leapfrogging to Post-PC Implications  Precursor to the future  “Mobile” first  Devices as creation tools
    • Leapfrogging to Post-PC
    • Post-PC Trumps Print Implications  “Post-PC” is practically “Post- Print/TV/Radio” as well  The nature of print itself is changing  Re-evaluate the way you view print ads
    • Post-PC Trumps Print 268% jump in subscriptions. 142% jump in single issue sales. Source: Cult of Mac
    • Context Is Important  Implications  GPS is your friend  The clock is your friend  Think about sensors  New forms of search  Speech  Music  Goggles
    • Context is Important
    • Ad Supported Hardware: New Opportunity? Implications  Amazon Kindle w/Special Offers  “Nike+” Model of Tech Branding  Expanding the notion of a “Post- PC” device
    • Ad-Supported Hardware 24,000 Scripts Downloaded Source: AdAge
    • Marketers Should Try Harder Implications  Throwing video everywhere just doesn’t cut it  Interactive, not static  Payoff is important  Rise above the noise of app ad ecosystem
    • Conclusion
    • It’s a Story of Opportunities • Digital marketers can now apply their expertise to traditional media content • Traditional marketers can now apply their expertise to digital media content
    • It’s a Story About New Approaches to Marketing
    • It’s a Story of Competition for Ecosystem Ownership
    • Questions to Ask in 2012 How will people access entertainment? How will people access social media? Will new ad platforms deliver results? What other Post-PC devices can we look forward to?
    • “And so at this juncture, given all that hastranspired in computing andcommunications, it’s important that all ofus do precisely what our competitorsand customers will ultimately do: closeour eyes and form a realistic picture ofwhat a post-PC world might actuallylook like, if it were to ever trulyoccur. How would customers accomplishthe kinds of things they do today? In whatways would it be better? In what wayswould it be worse, or just different? Ray Ozzie, Former Chief Software Architect, MicrosoftThose who can envision a plausiblefuture that’s brighter than today willearn the opportunity to lead.”