MobileThe Next Golden Age of Marketing                        May 10th 2012
agenda    • Platform wars    • Future growth of mobile    • Brand opportunities & notable examples    • Publisher monetiza...
platform wars moved beyond year of mobile3   Proxxima 2012
iPad & iPhone were fastest adopted devices4   Proxxima 2012
Apple’s iPhone business is now worth               more than Microsoft.5   Proxxima 2012
tech giants’ competition has just begun                          Samsung         Microsoft        Google         Apple    ...
mobile ad spend has grown methodically7   Proxxima 2012
U.S. trends will spread globally                    Mobile used to fill infrastructure                    vacuums in emerg...
multiple revenue stream opportunity exists       there are three key growth catalysts                             multi-ta...
consumers behavior changed                   before marketers started working on a solution10 Proxxima 2012
ad spend will follow                   measureable engagement11 Proxxima 2012
U.S. mobile commerce is scaling fast12 Proxxima 2012
mobile is becoming part of                                                the path to purchase13 Proxxima 2012
investors are following consumers14 Proxxima 2012
most valuable consumer segment                        is the mobile shopper15 Proxxima 2012
existing audience measurement and marketing analytics                were not created for a multi-device and application w...
alternatives to cookies are being testedProxxima 2012
we have only begun to use the data we have18 Proxxima 2012
best practices begin with process19 Proxxima 2012
CONTEXTUAL                           RELEVANCE                   mobile best practices have one thing in common20 Proxxima...
contextual relevance has many meanings                               Who?                               Where?            ...
Westin wipes away the cold22 Proxxima 2012
Disney taps into gaming23 Proxxima 2012
Yahoo! targets multi-tasking24 Proxxima 2012
Unilever looks beyond ads25 Proxxima 2012
no one is fully monetizing mobile26 Proxxima 2012
searchProxxima 2012
premium purchasesProxxima 2012
flash salesProxxima 2012
displayProxxima 2012
dataProxxima 2012
“We always overestimate the change    that will occur in the next two years    and underestimate the change that    will o...
we have not seen the full potential of mobileProxxima 2012
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Proxxima 2012 Paul Gelb Razorfish Keynote - Mobile: A New Golden Age of Marketing

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  • Ultimately, the goal of the marketing CTO is to enable the CMO to wield technology as a strategic marketing capability. Analogous to relationship between a less-technical CIO and his or her CTO, or between a product CTO and the CEO. If the chemistry is right, this is a powerhouse combination.
  • Proxxima 2012 Paul Gelb Razorfish Keynote - Mobile: A New Golden Age of Marketing

    1. 1. MobileThe Next Golden Age of Marketing May 10th 2012
    2. 2. agenda • Platform wars • Future growth of mobile • Brand opportunities & notable examples • Publisher monetization2 Proxxima 2012
    3. 3. platform wars moved beyond year of mobile3 Proxxima 2012
    4. 4. iPad & iPhone were fastest adopted devices4 Proxxima 2012
    5. 5. Apple’s iPhone business is now worth more than Microsoft.5 Proxxima 2012
    6. 6. tech giants’ competition has just begun Samsung Microsoft Google Apple Facebook AmazonProxxima 2012
    7. 7. mobile ad spend has grown methodically7 Proxxima 2012
    8. 8. U.S. trends will spread globally Mobile used to fill infrastructure vacuums in emerging economies, now it provides more value than robust infrastructure in mature economies.8 Proxxima 2012
    9. 9. multiple revenue stream opportunity exists there are three key growth catalysts multi-tasking • Search mobile shopping • Premium purchases mobile data • Flash deals • Display • Data9 Proxxima 2012
    10. 10. consumers behavior changed before marketers started working on a solution10 Proxxima 2012
    11. 11. ad spend will follow measureable engagement11 Proxxima 2012
    12. 12. U.S. mobile commerce is scaling fast12 Proxxima 2012
    13. 13. mobile is becoming part of the path to purchase13 Proxxima 2012
    14. 14. investors are following consumers14 Proxxima 2012
    15. 15. most valuable consumer segment is the mobile shopper15 Proxxima 2012
    16. 16. existing audience measurement and marketing analytics were not created for a multi-device and application worldProxxima 2012
    17. 17. alternatives to cookies are being testedProxxima 2012
    18. 18. we have only begun to use the data we have18 Proxxima 2012
    19. 19. best practices begin with process19 Proxxima 2012
    20. 20. CONTEXTUAL RELEVANCE mobile best practices have one thing in common20 Proxxima 2012
    21. 21. contextual relevance has many meanings Who? Where? When? What? How?21 Proxxima 2012
    22. 22. Westin wipes away the cold22 Proxxima 2012
    23. 23. Disney taps into gaming23 Proxxima 2012
    24. 24. Yahoo! targets multi-tasking24 Proxxima 2012
    25. 25. Unilever looks beyond ads25 Proxxima 2012
    26. 26. no one is fully monetizing mobile26 Proxxima 2012
    27. 27. searchProxxima 2012
    28. 28. premium purchasesProxxima 2012
    29. 29. flash salesProxxima 2012
    30. 30. displayProxxima 2012
    31. 31. dataProxxima 2012
    32. 32. “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next 10. Bill Gates, Microsoft Founder32 Proxxima 2012
    33. 33. we have not seen the full potential of mobileProxxima 2012
    34. 34. Thank You

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