Elton Mayfield
Co-Founder, ER Marketing
@EltonMayfield
Are you Ready for the Mobile Explosion?
1983
Sold
for$3,99
5
Today
 Mobile marketing is exploding.
 The small screen is becoming the main screen.
 Mobile users are 3X more likely t...
ER Marketing & Elton Mayfield
 Business to Business marketing agency in KC
 Integrated marketing and communications firm...
@EltonMayfield
Mobile Has Come A Long Way
STATS
IT TAKES
HOURSFOR THE AVERAGE
PERSON TO REPORT A
LOST WALLET
IT TAKES
FOR THEM TO REPORT A
LOST PHONE
PERCE
OF ALL MOBILE SEARCHES
RESULT IN ACTION WITHIN 1
HOUR PERCE
OF ONLINE SEARCHES
RESULT IN ACTION WITHIN
ONE MONTH
MOBILE SEARCHES LEAD TO ACTION
OVER HALF LEADING TO PURCHASE
OUT
OF
OF LOCAL SEARCHES ON A MOBILE
PHONE RESULT IN A PHONE CALL.
GOOGLE, 2012
Things That Are Dead
 PDAs
 Paid email accounts
 Cassette decks
 Dial-up
 Getting film developed
 Digital/video came...
The Splinternet
 SMS/MMS
 Mobile Email
 Location-based
Services
 Mobile Site
 Mobile Web App
 Mobile App
 iPad site...
TABLET STATS
 10-20% more $$$$ spent on
eCommerce
 1.5 hours per day
 54% email
 53% get news
 39% social networking
...
THE RISE OF THE MOBILE INFLUENCER
 Connected Consumers
 NOT early adopters!
 52% are Women in their early 40‟s
 81% ar...
SMALL SCREENS. SMALL MESSAGES. BIG
RESULTS.
THINK SMALL
HOW BUSINESSES ARE USING
MOBILE
 SMS / MMS
 NFC/Bluetooth
 Mobile websites
 Mobile display advertising
 Location base...
How we use our tablets
Enable the ROI in Print
Usage is swaying from desktop to mobile
THINGS ARE CHANGING
You Checked It Already Didn‟t you?
37%
checked their
mobile in the
last five
minutes
44%
checked their
mobile in the last
...
OVER
MOBILE USERS USE THEIR DEVICES
WHILE WATCHING TV
OVER
MOBILE USERS HAVE THEIR DEVICE
WITHIN ARMS REACH, 24/7
Are you a nomophobic?
A Through B
SO WHAT TO DO IN THE
CLASSROOM
@EltonMayfield
How Mobile Tech is Changing the
Way Education Works
 Smart mobile technology is changing the way
kids are educated.
 Sma...
Tablet + Edu App = Smart Studying
 57% of children using educational apps
 77% playing downloaded games.
 Random House ...
Next-Gen Mobile Devices
Next-Gen Mobile Devices
@EltonMayfield
To Wrap It Up
 With mobile gaining significance in the
education distribution method, there will
obviously be a tug-of-wa...
@EltonMayfield
MOBILE WEB
If you‟re going to make one
investment, get a mobile website.
For Businesses
Responsive Design
Not Mobile Friendly Mobile Friendly
ANTHROPOLOGIE
Hold on…
…it’s only going to get faster
Elton Mayfield
@eltonmayfield
linkedin.com/in/eltonmayfield
www.ermarketing.net
July 2013
BMA BLAZE
HIGHLIGHTS
Top B2B Trends
 Marketing + IT = The future is now
 Move Fast
 Realize you don‟t know what you need to know….yet
 CMO ...
“We‟re all working in beta”
 It‟s overwhelming and 97% expect the pace of
change to accelerate even more
 97% of markete...
Changing B2B marketing
landscape
 Your buyers are now just as smart as you
 Amazon and Google both entering the industri...
Changing role of CMO
 78% of marketers now have greater input on
corporate strategy
 77% now have a seat at the executiv...
We‟re All in Sales – Dan Pink
 Gone from buyer beware to a world of seller beware
 3 Rules - the new ABC (always be clos...
We‟re All in Sales – Dan Pink
 Increase your effectiveness by reducing your
power.
 Whose better at sales - extrovert or...
We‟re All in Sales – Dan Pink
 servant selling - your job is to be of service first
then sell
 Grandmother test - treat ...
Integrated Content Marketing Strategy
 9 in 10 companies are employing content
marketing
 60% are increasing budgets for...
Other Ideas
 Budgets are not keeping up with the demands
that are being put on marketing
 Make it personal
 The importa...
Other Ideas
 I have seen the future of b2b marketing, and its name is Eduardo
Conrado.
 Conrado is the senior VP-marketi...
The Takeaway
 "We're at a time of dramatic change. I love that old
saying 'if you don't like change, you're going to
like...
Thank you
MO Teacher Conference - Mobile
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MO Teacher Conference - Mobile

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mobile tech discussion to MO Teachers conference. Primarily HS Marketing and business teachers. Springfield, MO July 2013

Published in: Education, Business, Technology
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  • It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Unisys, 2012)
  • 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012)
  • 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)
  • Need strong visual.
  • We are finally hitting that tipping point where mobile usage is outpacing the desktop.
  • 86% of us can’t even put the phone down while we are watching TV. We are checking email, surfing the web, playing games.
  • How many of you can touch your phone right now without getting up? (pull phone out of pocket) We all suffer from a rapidly growing phobia.
  • Nomophobia is being ridden with anxiety caused by being out of cell phone coverage and plagued by a fear of losing our cell phones.
  • Your customer is accessing media the whole day and their mobile device is the one screen that threads them all together.
  • A decade ago, education websites mushroomed all over the Internet; today, it is educational mobile apps for smartphones and tablets that are championing the cause of boredom-free education. Mobile services are helping institutions break the monotony and reach out to students, and developers are finding ways ways of building apps that can function as a part of the classroom.: mobile technology has the power to overcome geographical boundaries, blur socioeconomic boundaries, and create a level playing field for all students. Let’s take a look at how mobile technology is impacting education.
  • A recent report by Nielsen states that tablets are proWhile 77% play games, the fact that almost 57% study on their iPad is a revelation. Why do little kids like to use tablets for studying? Tablets make learning fun.ving to be an interactive learning tool for kids with tablet-owning families, with Traditional publishers and toy companies are also working hard to stay relevant by digitizing their offerings:
  • Devices based on mobile technology will clearly have a winning edge in the educational sector. The latest example of such a device is Google’s Glass, a device that can spell doom for the existing classroom structure.With a device like Google Glass, students will have access to a variety of educational live streams, eliminating the need to be present in a class. Mobile education will allow students and teachers to share knowledge at any time, at any place. Regular classes may become infrequent; especially for college students.It is tempting to think, “What if the whole classroom lecture gets live-streamed for a group of students or for the world to attend?” It would be interesting to see the impact of such mobile technology on the future of education.
  • Devices based on mobile technology will clearly have a winning edge in the educational sector. The latest example of such a device is Google’s Glass, a device that can spell doom for the existing classroom structure.With a device like Google Glass, students will have access to a variety of educational live streams, eliminating the need to be present in a class. Mobile education will allow students and teachers to share knowledge at any time, at any place. Regular classes may become infrequent; especially for college students.It is tempting to think, “What if the whole classroom lecture gets live-streamed for a group of students or for the world to attend?” It would be interesting to see the impact of such mobile technology on the future of education.
  • Read thin a recent article about tech and education.
  • Increase your effectiveness by reducing your power.Identify dominant hand. snap 5 times. draw capital E head. Identify the perspective.  High power participants were almost 4x as likely as low power participant to draw a self-orented E. Power leads individuals to anchor too heavily on their own vantage point insufficiently adjusting to others' perspective. Make it personalwhen a digital photograph was attached to a patient's file, radiologist provided longer, more meticulous reports. approximately 80% of the radiologic incidental findings reported originally were not reported when the photograph was omitted from the file.
  • MO Teacher Conference - Mobile

    1. 1. Elton Mayfield Co-Founder, ER Marketing @EltonMayfield Are you Ready for the Mobile Explosion? 1983 Sold for$3,99 5
    2. 2. Today  Mobile marketing is exploding.  The small screen is becoming the main screen.  Mobile users are 3X more likely to buy than PC users.  Your students live in mobile.  The future of marketing is mobile.  Are you ready?  The intersection of local, mobile and social is redefining what marketing is.
    3. 3. ER Marketing & Elton Mayfield  Business to Business marketing agency in KC  Integrated marketing and communications firm  Past President of KC Business Marketing Association (BMA)  Executive Board of Directors, BMA International
    4. 4. @EltonMayfield Mobile Has Come A Long Way
    5. 5. STATS
    6. 6. IT TAKES HOURSFOR THE AVERAGE PERSON TO REPORT A LOST WALLET IT TAKES FOR THEM TO REPORT A LOST PHONE
    7. 7. PERCE OF ALL MOBILE SEARCHES RESULT IN ACTION WITHIN 1 HOUR PERCE OF ONLINE SEARCHES RESULT IN ACTION WITHIN ONE MONTH
    8. 8. MOBILE SEARCHES LEAD TO ACTION OVER HALF LEADING TO PURCHASE OUT OF
    9. 9. OF LOCAL SEARCHES ON A MOBILE PHONE RESULT IN A PHONE CALL. GOOGLE, 2012
    10. 10. Things That Are Dead  PDAs  Paid email accounts  Cassette decks  Dial-up  Getting film developed  Digital/video cameras  Movie rental stores  Maps  Classifieds  The landline  Long distance charges  Pay phones  VCRs  Fax machines  Phonebooks, dictionaries, encyclopedias  Calling 411  CDs & DVDs  Snail-mail bills  Buttons (on devices)  Losing touch  Paper  Record stores  Paper Books  Book shelves  Feature phones  Desktops  Privacy
    11. 11. The Splinternet  SMS/MMS  Mobile Email  Location-based Services  Mobile Site  Mobile Web App  Mobile App  iPad site  iPad App  QR Codes  NFC  Foursquare  Facebook  Facebook Places  Instagram  Twitter  Scanning  Social Commerce
    12. 12. TABLET STATS  10-20% more $$$$ spent on eCommerce  1.5 hours per day  54% email  53% get news  39% social networking  Conversion rates are 33-66% higher  ~90% of CEOs have iPads @EltonMayfield
    13. 13. THE RISE OF THE MOBILE INFLUENCER  Connected Consumers  NOT early adopters!  52% are Women in their early 40‟s  81% are on Facebook  Savvy 55%  Frugal 21%  Smartphone = Customer Service Device of Choice
    14. 14. SMALL SCREENS. SMALL MESSAGES. BIG RESULTS. THINK SMALL
    15. 15. HOW BUSINESSES ARE USING MOBILE  SMS / MMS  NFC/Bluetooth  Mobile websites  Mobile display advertising  Location based marketing  Mobile Apps  QR Codes  Tablet Computing  Sales Enablement @EltonMayfield
    16. 16. How we use our tablets
    17. 17. Enable the ROI in Print
    18. 18. Usage is swaying from desktop to mobile THINGS ARE CHANGING
    19. 19. You Checked It Already Didn‟t you? 37% checked their mobile in the last five minutes 44% checked their mobile in the last thirty minutes 55% checked their mobile in the last fifteen minutes @EltonMayfield
    20. 20. OVER MOBILE USERS USE THEIR DEVICES WHILE WATCHING TV
    21. 21. OVER MOBILE USERS HAVE THEIR DEVICE WITHIN ARMS REACH, 24/7
    22. 22. Are you a nomophobic?
    23. 23. A Through B
    24. 24. SO WHAT TO DO IN THE CLASSROOM @EltonMayfield
    25. 25. How Mobile Tech is Changing the Way Education Works  Smart mobile technology is changing the way kids are educated.  Smartphones and tablets have more going for them than the „cool‟ factor though @EltonMayfield
    26. 26. Tablet + Edu App = Smart Studying  57% of children using educational apps  77% playing downloaded games.  Random House has decided to use mobile technology to transition most of their printed works into digital  Lego has created an iPad app to bring its building blocks digital to children.  Toddlers are growing up with tablets, and the way they learn has already changed.
    27. 27. Next-Gen Mobile Devices
    28. 28. Next-Gen Mobile Devices @EltonMayfield
    29. 29. To Wrap It Up  With mobile gaining significance in the education distribution method, there will obviously be a tug-of-war between the traditional and the non-traditional methods of education. But the move towards digitalization of education has already commenced, and the coming years will see a concretization in the field of personalized, mobile education.
    30. 30. @EltonMayfield MOBILE WEB
    31. 31. If you‟re going to make one investment, get a mobile website. For Businesses
    32. 32. Responsive Design
    33. 33. Not Mobile Friendly Mobile Friendly
    34. 34. ANTHROPOLOGIE
    35. 35. Hold on… …it’s only going to get faster Elton Mayfield @eltonmayfield linkedin.com/in/eltonmayfield www.ermarketing.net
    36. 36. July 2013 BMA BLAZE HIGHLIGHTS
    37. 37. Top B2B Trends  Marketing + IT = The future is now  Move Fast  Realize you don‟t know what you need to know….yet  CMO role well beyond marketing  Everyone is in sales  B2B sales landscape is dramatically changing  Content must be relevant and someone must „own‟ it  Change or die
    38. 38. “We‟re all working in beta”  It‟s overwhelming and 97% expect the pace of change to accelerate even more  97% of marketers are doing things they‟ve never done before  34% feel “overwhelmed” by all the change  21% said the skills for which they were hired are now obsolete
    39. 39. Changing B2B marketing landscape  Your buyers are now just as smart as you  Amazon and Google both entering the industrial space.  Amazon building DC fast  Bought a robot company to automate the process  40% of holiday sales were were on a mobile/tablet/phone  „Internet of things‟ - # of total connected devices is expected to increase to more than 24B by 2020
    40. 40. Changing role of CMO  78% of marketers now have greater input on corporate strategy  77% now have a seat at the executive table  "We are no longer simply CMOs," she said. "We are Chief Transformation, Integration, Inspiration Officers.”  Kathy Button Bell, CMO, Emerson
    41. 41. We‟re All in Sales – Dan Pink  Gone from buyer beware to a world of seller beware  3 Rules - the new ABC (always be closing)  attunement - perspective taking. can you get in the other person's head.  buoyancy - how do you stay afloat in the ocean of regection. question yourself, positive affect, what do you do after the encounter. 'how do you explain failure'  clarity - we need to curate information. if your customer knows what their problem is, they don't really need you. where are you more valuable? not problem solving, but problem finding. Can you look down the road? can you identify the new problems?
    42. 42. We‟re All in Sales – Dan Pink  Increase your effectiveness by reducing your power.  Whose better at sales - extrovert or introvert  Ambiverts - both extrovert and introvert  don't be a glad-hander. be more like yourself  Give people an off-ramp (to act)  Make it personal
    43. 43. We‟re All in Sales – Dan Pink  servant selling - your job is to be of service first then sell  Grandmother test - treat the customer/prospect like your grandmother (with 80K twitter followers).  3 Key Tenants  operate with integrity  do work that matters  take some risks
    44. 44. Integrated Content Marketing Strategy  9 in 10 companies are employing content marketing  60% are increasing budgets for it  Only 1 in 3 experiencing success  Put someone in charge!  "Everyone owns content, and when everyone owns something, then no one owns it. When everything's important, then nothing is important."  - Michael Brenner, VP of marketing and content strategy,
    45. 45. Other Ideas  Budgets are not keeping up with the demands that are being put on marketing  Make it personal  The importance of technology/social  Big data  Sales and marketing
    46. 46. Other Ideas  I have seen the future of b2b marketing, and its name is Eduardo Conrado.  Conrado is the senior VP-marketing and IT of Motorola Solutions. As his title suggests, he oversees both marketing and information technology, which is why he represents the future of b2b marketing.  With the rise of marketing automation, analytics and other data-driven marketing technologies, marketing and IT are growing ever more interdependent, and marketing executives need to have more than an understanding of technology – they need to embrace it and, ideally, have control of it.  From DigitalmarketingRemix blog.http://digitalmarketingremix.com/profiles/blogs/story-of-the-week-why- eduardo-conrado-is-the-future-of-b2b-market
    47. 47. The Takeaway  "We're at a time of dramatic change. I love that old saying 'if you don't like change, you're going to like irrelevancy even less. No change is called Kodak, it's called Newsweek, it's called Blockbuster. So for individual organizations, if you don't change in the next five years and change in some pretty significant ways, that where it's all going to end up. Embracing change means also embracing failure."  Malcolm Frank, executive VP at Cognizant Technology Solutions
    48. 48. Thank you

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