Power Of Mobile Workshop V2

The NEW marketing.

Mobile’s Role in an Always On Always Connected World

#powermobile

Thought 1 Traditional Marketing/Advertising Thinking

Average Stuff for Average People How do you win the game? Get Eyeballs

Interruption Marketing ROI

Extending reach, getting exposure

Personal Ubiquitous Immediate

Thought 2 The Power of the Internet

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.

Every screen a porthole onto the machine

4 Billion Subscribers.

Pop of world 6.7 Billion.

Circulation of newspapers - 480 million

Cars - 800 million

Cable and Sat TV - 850 million

PC (All) - 1Billion

Landlines 1,2 Billion

eMail users - 1.3 Billion

Credit card users - 1.7 Billion

Comparison

4 Billion MOBILE

Twice the number of credit card users.

Two and half times the number of TV Sets.

Four times the number of personal computers.

1.18 Billion Mobiles sold in 2008 (more than the total installed base of PC)

Powerful

8 megapixel cameras.

4 inch screens.

3G connections. (3.5)

90% of all Phones have a browser.

The processing power of the Nokia N96 equals the total computing power on the planet when man went to the moon.

South Africa

35 million phones (pop: 49 million)

13 million MXIT (330 million messages)

“ 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

Thought 3 The Essence of New Marketing

Last month it was 10 Years Ago That Seth Godin published this book A Ridiculous Idea

The internet is word of mouth Talkers Something to Talk About A way to talk

Thought 4 A New Customer Journey

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

A New Customer Journey

1. A proliferation of engaging digital touchpoints

2. Non-linear, cross-channel

3. Web-first for many consumer buying decisions

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

Thought 5 The Real Mobile USP

Context Local

Latitude

Find books in bookstore Order meals Rate Service Integrate into the Experience

Thought 6 Follow the crazy ones

[email_address] What I do:

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]