2.4 Andrew Grill – Mobile Evangelist

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2009 Information Innovation Conference

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2.4 Andrew Grill – Mobile Evangelist

  1. 1. International Information Innovation Conference 2009 Day 2 1st October 2009 Steffen Schlimmer – NetBiscuits.com
  2. 2. Andrew Grill – Mobile Evangelist “ Finding the sweet spot for Mobile Apps”
  3. 3. Finding the sweet spot for mobile apps - what do consumers want from an application? Andrew Grill, Mobile & Social Media Evangelist 118 Awards 2009
  4. 4. What do consumers want from a mobile application? <ul><li>Works on my phone (no idea what model it is) </li></ul><ul><li>Easy to download (app store vs direct) </li></ul><ul><li>Useful (I would use it regularly) </li></ul><ul><li>Free or low cost </li></ul><ul><li>Simple to use (I don’t read instructions) </li></ul><ul><li>Minimal branding or pop-ups </li></ul>
  5. 5. What your mobile says about you
  6. 6. The MadMen need to change their approach
  7. 7. What’s wrong with this picture ?
  8. 8. The advertising world has to change
  9. 9. Ad avoidance
  10. 10. Imagine if advertising was personal
  11. 11. Branded Utility
  12. 12. Branded applications
  13. 13. Barclaycard waterslide game
  14. 14. Barclaycard waterslide game
  15. 15. Branded experiences
  16. 16. In game advertising
  17. 17. IBM augmented reality at Wimbledon
  18. 18. What does this mean for directory/location apps?
  19. 19. Finder / directory iPhone apps
  20. 20. Finder / directory iPhone apps
  21. 21. Yell.com iPhone app
  22. 22. Promotion – app store or direct?
  23. 23. Campaigns must be measurable
  24. 24. Mobile Secrets
  25. 25. Mobile secret #1 “ Mobile operators don’t collect the information advertisers need”
  26. 26. “ Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009
  27. 27. “ P&G spent just 0.17% of their advertising budget on mobile in 2008” Informa /Ogilvy / Acision paper bit.ly/ad2020
  28. 28. Mobile secret #2 “ we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008
  29. 29. “ Ultimately advertising must sell...or else” David Ogilvy
  30. 30. Mobile secret #3 “ we don’t need a mobile site”
  31. 33. Mobile secret #4 “ Small is beautiful with mobile”
  32. 34. The changing face of advertising
  33. 35. Mobile secret #5 “ Unless we heed the 3 Ps of mobile it will never take off as a medium”
  34. 36. Permission Privacy Preference
  35. 37. Permission people will decide what they see / receive / engage with Privacy Preference
  36. 38. Permission Privacy people will decide where their data is and how it is used Preference
  37. 39. Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited lifespan
  38. 40. Follow me on twitter.com/AndrewGrill Today’s slides bit.ly/grill118 email me via andrewgrill.com/contact +44 788 198 6694 Mobile Advertising & Social Media www.LondonCalling.mobi

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