Power Of Mobile Workshop V2


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Thoughts on Mobile marketing, video stripped out.

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  • Power Of Mobile Workshop V2

    1. 1. The NEW marketing. <ul><li>Mobile’s Role in an Always On Always Connected World </li></ul>
    2. 2. #powermobile
    3. 3. Thought 1 Traditional Marketing/Advertising Thinking
    4. 4. Average Stuff for Average People How do you win the game? Get Eyeballs
    5. 5. Interruption Marketing ROI
    6. 6. Extending reach, getting exposure
    7. 7. Personal Ubiquitous Immediate
    8. 9. Thought 2 The Power of the Internet
    9. 10. The Semantic Web is a set of technologies which are designed to enable a particular vision for the future of the Web — a future in which all knowledge exists on the Web in a format that software applications can understand and reason about. By making knowledge more accessible to software, software will essentially become able to understand knowledge, think about knowledge, and create new knowledge. In other words, software will be able to be more intelligent — not as intelligent as humans perhaps, but more intelligent than say, your word processor is today.
    10. 11. Every screen a porthole onto the machine
    11. 12. <ul><li>4 Billion Subscribers. </li></ul><ul><li>Pop of world 6.7 Billion. </li></ul>
    12. 13. <ul><li>Circulation of newspapers - 480 million </li></ul><ul><li>Cars - 800 million </li></ul><ul><li>Cable and Sat TV - 850 million </li></ul><ul><li>PC (All) - 1Billion </li></ul><ul><li>Landlines 1,2 Billion </li></ul><ul><li>eMail users - 1.3 Billion </li></ul><ul><li>Credit card users - 1.7 Billion </li></ul>Comparison
    13. 14. 4 Billion MOBILE <ul><li>Twice the number of credit card users. </li></ul><ul><li>Two and half times the number of TV Sets. </li></ul><ul><li>Four times the number of personal computers. </li></ul><ul><li>1.18 Billion Mobiles sold in 2008 (more than the total installed base of PC) </li></ul>
    14. 15. Powerful <ul><li>8 megapixel cameras. </li></ul><ul><li>4 inch screens. </li></ul><ul><li>3G connections. (3.5) </li></ul><ul><li>90% of all Phones have a browser. </li></ul><ul><li>The processing power of the Nokia N96 equals the total computing power on the planet when man went to the moon. </li></ul>
    15. 16. <ul><li>South Africa </li></ul><ul><li>35 million phones (pop: 49 million) </li></ul><ul><li>13 million MXIT (330 million messages) </li></ul>
    16. 17. “ The Web is more a social creation than a technical one. I designed it for a social effect - to help people work together - and not as a technical toy” Tim Berners-Lee Weaving The Web
    17. 18. Thought 3 The Essence of New Marketing
    18. 19. Last month it was 10 Years Ago That Seth Godin published this book A Ridiculous Idea
    19. 20. The internet is word of mouth Talkers Something to Talk About A way to talk
    20. 21. Thought 4 A New Customer Journey
    21. 22. The Once-familiar Consumer Journey 1. Few touch points, well-choreographed 2. Linear, store-dependent 3. Advertising-inspired Slide from “the OPEN brand” AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY Go to store View TV or print ad Compare options Choose best option Buy item Join/align with brand
    22. 23. <ul><li>A New Customer Journey </li></ul><ul><ul><ul><ul><ul><li>1. A proliferation of engaging digital touchpoints </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>2. Non-linear, cross-channel </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>3. Web-first for many consumer buying decisions </li></ul></ul></ul></ul></ul>Read Facebook feeds Use a visualisation tool Register account Slide from “the OPEN brand” Search for brand Research product View designer video Visit a store Order outfit Send mobile pic Upload pics of purchase Read a review or blog
    23. 24. Thought 5 The Real Mobile USP
    24. 25. Context Local
    25. 26. Latitude
    26. 28. Find books in bookstore Order meals Rate Service Integrate into the Experience
    27. 29. Thought 6 Follow the crazy ones
    28. 31. [email_address] What I do:
    29. 32. Walter Pike Founder: AAA Digital Marketing Academy Head of Faculty: Marketing & Advertising, AAA School of Advertising. Speaker, Blogger, Consultant, Social Media Participant Blog: PiKE’s Thinking ... http://walterpike.com @walterpike on twitter, friendfeed and1000’s of other places on the internet. [email_address]