© Copyright 2013 Holler Sydney. All Rights Reserved
Marketing in a
post pc world
Sept 2013
Mike Hill & Vlad Ivanovic
imedi...
© Copyright 2013 Holler Sydney. All Rights Reserved
Note: all links, videos &
references @ our blog
hollerlabs.wordpress.c...
© Copyright 2013 Holler Sydney. All Rights Reserved
Business context
© Copyright 2013 Holler Sydney. All Rights Reserved
PC vs mobile
http://www.asymco.com/2013/07/18/the-pc-calamity/
© Copyright 2013 Holler Sydney. All Rights Reserved
Phone = computer
http://www.asymco.com/2013/08/20/the-last-frontier/
© Copyright 2013 Holler Sydney. All Rights Reserved
Facebook announce mobile ad rev up 76% to 41% total*
Unlock mobile, un...
© Copyright 2013 Holler Sydney. All Rights Reserved
1. Centre everything around
customer journey mapping
© Copyright 2013 Holler Sydney. All Rights Reserved
Why it’s important
http://xkcd.com/1254/
© Copyright 2013 Holler Sydney. All Rights Reserved
How to do it
Stages Awareness Research Consideration Purchase Advocate...
© Copyright 2013 Holler Sydney. All Rights Reserved
Rail Europe e.g.
© Copyright 2013 Holler Sydney. All Rights Reserved
Who’s done it – services
Apple
Passbook
users 2X
annual spend
Mapping ...
© Copyright 2013 Holler Sydney. All Rights Reserved
Who’s done it – media
© Copyright 2013 Holler Sydney. All Rights Reserved
Whattodonext
Short term
• Create a CJM with your team/agencies
Medium ...
© Copyright 2013 Holler Sydney. All Rights Reserved
2. Be water my friend
© Copyright 2013 Holler Sydney. All Rights Reserved
Why it’s important
© Copyright 2013 Holler Sydney. All Rights Reserved
How you do it – clientDesign
Content
Functionality
Media
• Typography
...
© Copyright 2013 Holler Sydney. All Rights Reserved
How you do it – server
MyBusiness.com
Web iOS app Google Glass Milk ca...
© Copyright 2013 Holler Sydney. All Rights Reserved
Who’s doing it
Homepage
uniques up
15%
Extending the
sporting
experien...
© Copyright 2013 Holler Sydney. All Rights Reserved
Whattodonext
Short term
• Review mobile visitors to your site
• Make 3...
© Copyright 2013 Holler Sydney. All Rights Reserved
3. Stop tapping people on the
shoulder, create value
© Copyright 2013 Holler Sydney. All Rights Reserved
Why it’s important
© Copyright 2013 Holler Sydney. All Rights Reserved
How you do it
Innovators Early
adopters
Chasm
Pragmatists Conservative...
© Copyright 2013 Holler Sydney. All Rights Reserved
Who’s done it
Equip
division
+18% profit
@ launch
Service
driving
camp...
© Copyright 2013 Holler Sydney. All Rights Reserved
Whattodonext
Identify key customer needs through CJM
Create service/pr...
© Copyright 2013 Holler Sydney. All Rights Reserved
Lightning round
© Copyright 2013 Holler Sydney. All Rights Reserved
4. Compare mobile vs web
Month 1 Month 2 Month 3 Month 4 Month 5
Mobil...
© Copyright 2013 Holler Sydney. All Rights Reserved
5. Load time: ave & 95th %
© Copyright 2013 Holler Sydney. All Rights Reserved
6. Use your worst user’s eyes
© Copyright 2013 Holler Sydney. All Rights Reserved
7. Facebook is not a strategy
http://cdn.themetapicture.com/media/funn...
© Copyright 2013 Holler Sydney. All Rights Reserved
8. Work from your couch
http://a248.e.akamai.net/origin-cdn.volusion.c...
© Copyright 2013 Holler Sydney. All Rights Reserved
9. Execution over ideas
http://ih2.redbubble.net/image.4155986.5317/fl...
© Copyright 2013 Holler Sydney. All Rights Reserved
10. Start something
http://500px.com/photo/32733547
© Copyright 2013 Holler Sydney. All Rights Reserved
Thank you
Vlad Ivanovic, Digital Strategist
Mike Hill, CEO
Office +61 ...
Upcoming SlideShare
Loading in …5
×

Marketing in a Post-PC World

682 views
626 views

Published on

10 practical pieces of advice on how to manage their communications strategies in a mobile world.

Published in: Business, Travel
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
682
On SlideShare
0
From Embeds
0
Number of Embeds
299
Actions
Shares
0
Downloads
10
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Global Smartphone shipments have overtaken feature phonesNote that the figures reported here are 100’s of millions shipped per quarterNokia was selling phones when they were in the mobile computing market, they died because they didn’t realise which market they were competing in, the same for blackberrySmartphone penetration in Aus was 37% in 2011 and went over 50% in 2012 http://blog.marginmedia.com.au/Our-Blog/bid/93665/Australian-Mobile-Marketing-Statistics
  • Spend the majority of your time viewing your digital properties from your worst user’s POVYou should always budget to test on multiple devicesTry a blind reader!
  • IPG – most attention in bed
  • Don’t wait for your biblical moment of inspiration for a big idea that will change the world, it won’tInstagram won on execution – need to take learnings from sillicon valley and do the same
  • Marketing in a Post-PC World

    1. 1. © Copyright 2013 Holler Sydney. All Rights Reserved Marketing in a post pc world Sept 2013 Mike Hill & Vlad Ivanovic imedia@holler.com.au
    2. 2. © Copyright 2013 Holler Sydney. All Rights Reserved Note: all links, videos & references @ our blog hollerlabs.wordpress.com/201 3/08/30/marketing-in-a-post- pc-world/
    3. 3. © Copyright 2013 Holler Sydney. All Rights Reserved Business context
    4. 4. © Copyright 2013 Holler Sydney. All Rights Reserved PC vs mobile http://www.asymco.com/2013/07/18/the-pc-calamity/
    5. 5. © Copyright 2013 Holler Sydney. All Rights Reserved Phone = computer http://www.asymco.com/2013/08/20/the-last-frontier/
    6. 6. © Copyright 2013 Holler Sydney. All Rights Reserved Facebook announce mobile ad rev up 76% to 41% total* Unlock mobile, unlock $ *http://business.time.com/2013/07/25/facebook-shares-skyrocket-as-social-giant-hits-mobile-stride/ Share price up 20% in 1 day
    7. 7. © Copyright 2013 Holler Sydney. All Rights Reserved 1. Centre everything around customer journey mapping
    8. 8. © Copyright 2013 Holler Sydney. All Rights Reserved Why it’s important http://xkcd.com/1254/
    9. 9. © Copyright 2013 Holler Sydney. All Rights Reserved How to do it Stages Awareness Research Consideration Purchase Advocate Behavior Barriers Channels
    10. 10. © Copyright 2013 Holler Sydney. All Rights Reserved Rail Europe e.g.
    11. 11. © Copyright 2013 Holler Sydney. All Rights Reserved Who’s done it – services Apple Passbook users 2X annual spend Mapping & building with customers, in store Re-imagine window shopping
    12. 12. © Copyright 2013 Holler Sydney. All Rights Reserved Who’s done it – media
    13. 13. © Copyright 2013 Holler Sydney. All Rights Reserved Whattodonext Short term • Create a CJM with your team/agencies Medium term • Brief your creative/media agencies to overcome one barrier in CJM • Integrate results back into your CJM Long term • Correlate customer behavior with store visits and other channels • Continue to focus on the CJM for planning http://500px.com/photo/28555661
    14. 14. © Copyright 2013 Holler Sydney. All Rights Reserved 2. Be water my friend
    15. 15. © Copyright 2013 Holler Sydney. All Rights Reserved Why it’s important
    16. 16. © Copyright 2013 Holler Sydney. All Rights Reserved How you do it – clientDesign Content Functionality Media • Typography • Grids • Action states • Geo-data • Accelerometer • Touch • Location (in/out store) • Accessibility • Video • Retina images • Assets (CS, JS files) • Load times
    17. 17. © Copyright 2013 Holler Sydney. All Rights Reserved How you do it – server MyBusiness.com Web iOS app Google Glass Milk cartonAdmin system Products Customers Payments/salesAnalytics
    18. 18. © Copyright 2013 Holler Sydney. All Rights Reserved Who’s doing it Homepage uniques up 15% Extending the sporting experience
    19. 19. © Copyright 2013 Holler Sydney. All Rights Reserved Whattodonext Short term • Review mobile visitors to your site • Make 3 key actions on site responsive Medium term • Make your web properties responsive • Have page load times a critical KPI Long term • Unbundle your business data into services • Build an integrated interface to the services • Ensure all digital properties get their information from the interface http://500px.com/photo/27767887
    20. 20. © Copyright 2013 Holler Sydney. All Rights Reserved 3. Stop tapping people on the shoulder, create value
    21. 21. © Copyright 2013 Holler Sydney. All Rights Reserved Why it’s important
    22. 22. © Copyright 2013 Holler Sydney. All Rights Reserved How you do it Innovators Early adopters Chasm Pragmatists Conservatives Skeptics
    23. 23. © Copyright 2013 Holler Sydney. All Rights Reserved Who’s done it Equip division +18% profit @ launch Service driving campaign creative 1M downloads, $9B transactions
    24. 24. © Copyright 2013 Holler Sydney. All Rights Reserved Whattodonext Identify key customer needs through CJM Create service/product hypothesis around key customer needs • Problem, distribution, demand creation hypothesis • Identify innovator segment within your customers • Test hypothesis with these customers • Launch phase one product http://www.21stcenturylearningalliance.org/21CLAv2/wp- content/uploads/2010/06/test-tube-chemicals-beaker1.jpg
    25. 25. © Copyright 2013 Holler Sydney. All Rights Reserved Lightning round
    26. 26. © Copyright 2013 Holler Sydney. All Rights Reserved 4. Compare mobile vs web Month 1 Month 2 Month 3 Month 4 Month 5 Mobile Web
    27. 27. © Copyright 2013 Holler Sydney. All Rights Reserved 5. Load time: ave & 95th %
    28. 28. © Copyright 2013 Holler Sydney. All Rights Reserved 6. Use your worst user’s eyes
    29. 29. © Copyright 2013 Holler Sydney. All Rights Reserved 7. Facebook is not a strategy http://cdn.themetapicture.com/media/funny-Facebook-people-Fry-meme.jpg
    30. 30. © Copyright 2013 Holler Sydney. All Rights Reserved 8. Work from your couch http://a248.e.akamai.net/origin-cdn.volusion.com/tuetw.xbexr/v/vspfiles/photos/20010-6.jpg?1348070513
    31. 31. © Copyright 2013 Holler Sydney. All Rights Reserved 9. Execution over ideas http://ih2.redbubble.net/image.4155986.5317/flat,550x550,075,f.jpg
    32. 32. © Copyright 2013 Holler Sydney. All Rights Reserved 10. Start something http://500px.com/photo/32733547
    33. 33. © Copyright 2013 Holler Sydney. All Rights Reserved Thank you Vlad Ivanovic, Digital Strategist Mike Hill, CEO Office +61 2 9469 5954 Suite 5, 30 Boronia Street Redfern NSW 2016 @vladiim vlad.ivanovic@holler.com.au imedia@holler.com.au

    ×