Email & Mobile Theatre; It's not a phone: A future of mobile marketing


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  • Ongoing series of papers Follows Consulted with leading practitioners from some of the largest companies in the world for their insights and key thinking
  • Our starting point - why because this explains why mobile technology has succeeded: This is not a phone – it’s a very powerful computer, that just happens to make phone calls. This is my calendar, my atlas, my address book, my music system, my news source; my photo album, my notebook, my alarm clock; my calculator; my encyclopedia; in the future it can be my money; it can be my train ticket; it’s a homing device for lost children. Twenty years ago, that was sci fi . I don’t have to carry around 10 different things any more; it’s one thing, it’s as simple as possible without being simpler. These changes have crept up on us without us really noticing or being surprised;
  • Not replacing, but is in many ways superseding them and will, this is becoming the preferred medium for almost every activity that we do So this leads to lots of impacts for marketers… Why is it superseding all these things?
  • -It’s not a device, it’s part of our lives. Tapping into the unrealised benefits from this means considering three key differences between phones and every other media we use. 1 – when we read a book, watch tv, etc we turn it on or pick it up, and when we’re done, we switch it off again. We don’t do that with phones. 2 – research that more than 50% of us now never have our phone more than three feet away 3 – it knows where we are. The location-based benefits of mobile have started to be exploited, but not anything like as much as they could be,
  • One of the key points about mobile is, ‘it knows where you are’ Burger king identifies this too in its app What the BK app does is … if you’re in an unfamiliar location, the BK app will show you where the nearest branch is. Many restaurants and food outlets might be able to compete with that; the innovation for Burger King is that the app enables you to choose and order online, and select a pick-up time so you don’t have to queue or wait when you get there Like all such ideas, todays innovation is tomorrow’s spam; once everyone’s doing it, there’s no competitive advantage But at the moment, there is. Whatever your marketing, think about how the location sensitive nature of a phone could be used to your benefit And exploit that if you develop an app An idea for the future that I think might work is that You can also exploit it in mobile text messages as well –, you could have a campaign ready to go, that only triggers when someone comes within say 10 miles of the relevant location; so that’s personalised marketing, but automated. Ask chris if this can happen yet, and get an eg, So this is a take out marketers can use to adapt for their own uses in reaching customers and solving problems for them
  • Coupons are good because they’re not intrusive. Key for marketers is that any use of mobile must meet a genuine customer need. The best use of mobile is not about banner ads and intrusivce advertising Instead its about using the technology in creative ways to find new customer solutions WHAT DOES WORk is this – Talk it through… Has to MEET A CUSTOMER NEED [is a key take-out] Not just an app for a sake of it Can we find a video of this. WHAT DOESN’T WORK IS Everyone else has got an app, we have to have an app too. That’s looking at it thru the wrong end of the telescope Instead, what u want to say is, what problem or issue could we solve for our customers, that an app would be the best way to solve.
  • We spend a lot of energy giving people choices Offering more choice has been seen as a key thing to do The problem is, we now have so much choice, we’re deluged with choice It can be difficult to make any decisions. Tesco sells 36 different types of milk; is that choice, or is that just overload? So the way for us to distinguish ourselves from the competition is not to be offered as a choice. It’s to be offered as a recommendation.
  • For example Type in the top one and hundreds of hits will come up and it can be hard to make a choice Type in something like the below one however and you get recommendations and that helps you make a decision As customers, we’re learning to differentiate in this way because we get choice paralysis Now – got to make sure you get on the lists that come on the right. How? Usual suspects – judicious use of SEO and PPC But also, get your segmentation strategies in place by highlighting your USPs. For instance , if your product is clearly delineated as being ideal for a particular price bracket, or location, or target audience, or demographic, then there’s much more chance that you get pushed to the top of the recommendation rankings Future of newspapers here? as aside or for a q. that’s how they could be stealing a march; they have the brand, they have the knowledge. , they have the trust.
  • Personal eg Wanted new laptop When you look online or you go in the store The range is so dizzying and you get bombarded with spec Trying to make head or tail of it gets worse the more you look at it Real opportunity here for a rival to make a great success of this kind of thing by going on recommendation instead of choice This one’s best because it’s got the fastest processor. This one’s best because it’s got the most memory. This one’s best because it’s got face recognition so you don’t have to enter passwords. This ones best because it’s intuitive – whatever. Give me a recommendation – give me a usp that makes me go, ok I’ll have that one Don’t offer me the choice of 8 different processors – give me the recommendation of something that’s going to appeal to me as a human being As it is, we only have default choices like price – well when you’re investing in a computer that’s not going to be the most important thing for most people And you’re ok if you want a blue one.
  • Recommendations particularly work because recommendations from real people are perceived to carry more weight We’re all immune now to messages from companies telling us how brilliant they are But if a real person tells us they’re brilliant, and six other people agree, we’ll go for it - the technology has enabled this over the past few years in ways that havent been possible before The risk now is that companies identify this and the less reputable find ways of making commercial messages seem like they’ve come from real people As a direct consequence of the top message [summarise it] I bought my mum’s birthday present from Sunrise… I didn’t get a free glass of champagne, but I did get a decent present. I’d never heard of it before. The second one increasingly see b2b using on facebook or linked in; you can carry out real time market research or fast-time urgent recruitment without going through the normal processes; Obvious caveat that where you need to advertise a particular role, this isn’t going to work But for casual, temporary or contract work, why not? Check legality.
  • Now, on mobiles this idea of recommendation instead of choice needs to be incentivised effectively. If we’re thinking of our restaurant in soho idea again – How to make this work It’s got to be incentivised effectively Examples in the paper of hotels or restaurants offering 75% off; when you give a deal like that, it’s what gets people in Because we’re used to everything being 20, 30% off For perishable services or products, 75 or 80% deals can still be profitable; if you haven’t sold it with two hours to go, you’re not going to sell it So – at least for now – people respond to the offer that they seemingly literally can’t turn down. Because mobiles are time and location sensitive – that’s the place to do these kind of offers. You can get people when they’re round the corner; you can appeal to impulse buys; you can put two hour time windows on a special offer; you can run the campaign at ten minutes’ notice.
  • Morgan stanley – in 10 years time there won’t be any difference between the internet and the mobile. The mobile will be the default device. You will only use the computer for other stuff. breakthrough on the way when mobiles are as fast as computers in 2012 – maybe extract that and highlight that earlier. 500m in India have access to mp; 330m or so have proper sanitation (about third of pop) Are there any in mts. (don’t think so)
  • More people have m phones thahn bank accounts which leads us onto… Success in korea and japan Slowly being introduced here but oppo for company to sell the benefits to us You don’t have to carry two things around If you forget your wallet, you’ve still got your phone If you find you’ve left your card behind somewhere, you’ve still got your phone Simple as possible, but not simpler
  • Qr tags when you scan a bar code and it leads you a site with more information Havent been taken up as much as potential Why not? The reason is inadequate incentivisation again. We need to be persuaded that it’s worthwhile scanning one of these things. Good egs here from zoos and art galleries, these get picked up because people have an APPETITE for it. if you’re in a museum, yo’re in the mood to learn things and you’re in the mood to make an effort with it. Elsehwere tho, and day to day, we’re not in the mood to make an effort - You’ve got to drive people towards it… So that needs INCENTIVISATION again Either a competition, or money off, or something exclusive, or something appealing Egs – zoo, Manchester Art Gallery AND qr tags will take off when they’re auto installed on new phones – at the moment they’re not. Zoos don’t tend to use zebras in their marketing so much because if you scan the QR tag on the right you give your phone a breakdown .
  • Egs of incentivisation – Be creative with how you deliver it, eg on a cake or on a person Will work while that’s a novelty as it attracts people Will soon become part of background noise as everything else But for the moment this works . SMEs can do it yourself - cheap easy gains attention . This is the creative answer – but also, in future, incentivisation needs to be created along the lines of the customer thinking, what reason is there for me to click on this There’s got to be something good at the other end Eg price incentives, entry to a competition, whatever. Usual suspects. Has to be a call to action.
  • Here’s an example of that Ticks our boxes of identifies a customer need and builds the brand in that softly softly way Explain what it does then…The Guinness Pub Finder is a GPS-enabled app to help you find a pub that serves Guinness. The insights it achieves is… I don’t want to waste valuable drinking time going into three pubs and finding they don’t serve guinness ‘ marketing that doesn’t seem like marketing’ – its not explicitly selling you a product, its helping you towards that purchase in ways that you as an individual want. if is based on insight – I want to find a pub that serves Guinness – then it will work. This is ‘pull’ marketing at its best, because it doesn’t force something unwanted on the customer . That’s the insight for the co that wants to learn from this – anything you do must have compelling content, and it must respond to customer insights We think we’re attracted to the tehcnology, but we’re not. What we’re attracted to is the fact that it does the job. ( if time or as a q - There are risks to this kind of blurring of the line between content and advertising. The UK implementation of the Unfair Commercial Practices Directive tightens the law on marketing that does not make clear its commercial origins. As long as companies are transparent about where any such advertising comes from, they should stay safely on the right side of the law; we do need to alert marketers to the fact.] GO ONTO orange building the brand at glastonbury – but it’s not digital – but the insight is there for a q.
  • Some specific egs of apps that are beneficial for B2B apps for retention, customer acquisition and measurement. Flowtown , gives segmentation data such as age, profession, gender the social networks customers use, when all you have is a customer’s name and e-mail address. Trackur helps you spot trends and identify what resonates emotionally with customers, by monitoring and aggregating data from social media Social Mention is a social media search platform that tells you which key phrases are being frequently tweeted, added as status updates on Facebook or searched for on other social networking sites such as LinkedIn. Samepoint is a ‘ conversation search engine ’ that similarly identifies what customers are interested in and talking about. Paper expands on these and there’s plenty more that may be of use by contacting the library.
  • The free nature of the internet has devalued the worth of much content Think about how people now see newspapers; we expect to get it for free and we resent a paywall; Depending what youre using it for… If it’s a product in itself that youre trying to sell as a lot of b2b will be, then makes sense to charge for it If it’s to drive the brand, as our b2c examples mostly are, don’t charge for it even if it’s nominal . You want to spread the word and get people to feel they’ve got something useful, without paying for it But that then drives them towards you to make the sale as the egs of guinness, ikea, burger king etc show. ; And builds the brand along the way. The image just to show that ipads have been around longer than we think. The church has the best incentivisation and the best product and the best marketing promise of all… eternal life in paradise, ( and all you have to do is be nice to each other. ) Even Branson’s never quite achieved that.
  • Some evidence that MTDSLM works better Ads right down the bottom Getting something that’s a need or a want is what goes to the top The resurgence of coupons indicate by the top hit Coupons are still associated with cutting bits of cardboard off a tea packet and getting 10p off the next purchase There’s lots more you can do with coupons and dyamic couponning is on its way… find some egs
  • There are two different routes that phones can take in future. One is the smart device that contains everything on it; everything you need for your day-to-day life. The advantages of this are obvious but the downsides are the risks of loss , and the problems of running out of memory , or exceeding data usage limitations. That’s a particular problem when taking phones abroad, as roaming charges continue to be high.   The other direction is a dumb device that’s streamed when needed ; this carries no storage or lossage issues, but relies on greater bandwidth that is currently available. It’s possible that as bandwidth issues are ironed out, the ‘dumb device’ model may become popular, with all the individual’s user-specific and personal information, favourites and history stored on a separate server.   Cookies cross-referencing – companies clubbing together in the Az eg earlier.
  • 1 – it’s the fact that it does the job. The Guinness pint finder… the Ikea sofa… the mobile payment. If it doesn’t do the job, we will quickly get bored with the technology. So don#’t have an app because everyone’s got an app and we need one too. What do your customers need, that an app could do better than your existing tools. it’s not a channel – its part of our lives and by seeing it as a channel through which you roll out what you’re doing, you can risk losing its full potenial. See the phone as heart of the campaign, as its heart of peoples lives. increasingly, it’s the device you have by your side… … needs to be OPTIMISED for mobile – do a screen grab of a bad one … THEY won’t use the tech for the sake of it – talk about qr tags Should this slide be comments, against images. Capitalise on impulse – think of good eg
  • 1 – got to be incentivised effectively – even ‘unbeatable’ offers to get it noticed This would really work for b2b as there’s so little of it happening so far – could make huge leap above the competition 2 – mobiles enable you to run campaigns you haven’t been able to do before, because of the benefits of time senstivitiy and ability to be location-specific 3 - Different times to send an email for eg; etc. 4 – qr tags not really taken off yet, need 2 things – 1) there must be something really valuable at the end of it; you’ve got to convince people to go there so it either needs to be irrestistible or it needs incentivisation; 2) at the moment they’re not automatically on phones and people have to install them. Another few months and they’ll hopefully be installed as manufactured 5) our relationship with information has been revolutionised in 10 years. A decade ago you had to look for things. Five years ago you don’t have to look for anything, you just go to your computer. Now, you just reach into your pocket. 6) Our assumptions about privacy aren’t necessarily correct; be aware of the subtleties. Second, anything that could be regarded as intrusive can be positioned as a choice: you can have this if you want it, but you don’t have to. Third is to remember the ‘value trade off’ – people will be more giving with their data if there’s something in it for them in return. Privacy has a value , like any other commodity, and as long as marketers are transparent about what they do with customer information, it’s possible to be permitted that value if you offer the right incentive
  • 3 rd take out Magritte painting this is not a pipe Which seems crazy, of course it’s a pipe, we can see it’s a pipe. A pipe is a very distinctive object. But he’s saying it’s not a pipe – it’s a painting. And similarly, this is not a phone. It’s everything I need in my life. It means I never get lost again, I x y and z. It also means I have no excuse for not being up to date, fully infomed, forgetting anything, or where I’m supposed to be; but that’s a different story. When smartphones become upiquitous which in developed world will only take 2 or 3 years, the phone will be potentially the principal technology we use And around the same time, when phone internet is as fast and as user-friendly as on a computer , that’s when it will become the over-riding technology. That’ll be within 3 years when the broadband on phones becomes much faster. [whats the name of it]
  • Leave you with a thought This man was making a phone call on a plane As we all know when you get near take off we all have to switch them off
  • Tony blair says Look, I just, you know, really need to get to the end of this call Pilot came over and took the phone out of his hands, and ended the call. Unfortunately, the person he was speaking to
  • Was this lady. And when tony blair protested and told him who was at the other end of the phone, the pilot said I don’t care who she is mate, rules are rules.
  • Email & Mobile Theatre; It's not a phone: A future of mobile marketing

    1. 1. It’s not a phone:A future of mobile marketingMark Blayney StuartHead of ResearchThe Chartered Institute of Marketing
    2. 2. It’s not a phone: a future of mobile marketingEverything should bemade as simple as possible,but not simpler
    3. 3. It’s not a phone: a future of mobile marketingMobile is not replacing…
    4. 4. It’s not a phone: a future of mobile marketingWhy?• Because it’s always on• Because it’s not a device, it’s part of our lives• It knows what you like• It knows where you are• It’s never more than three feet away• It’s as simple as possible, but not simpler
    5. 5. It’s not a phone: a future of mobile marketingLocation location location
    6. 6. It’s not a phone: a future of mobile marketingNot technology for its own sake
    7. 7. It’s not a phone: a future of mobile marketingPeople want recommendations… … not choices
    8. 8. It’s not a phone: a future of mobile marketing restaurant in soho decentrestaurant in soho
    9. 9. It’s not a phone: a future of mobile marketingChoice paralysis
    10. 10. It’s not a phone: a future of mobile marketingWhy this works
    11. 11. It’s not a phone: a future of mobile marketingIncentivisation “to succeed , it has to be a literally unbeatable offer” Guy Beresiner Head of Commercial Development, Yahoo! UK & Ireland
    12. 12. It’s not a phone: afuture of mobile marketing
    13. 13. It’s not a phone: a future of mobile marketingEye-openers• Morgan Stanley expects mobile internet usage to overtake desktop usage by 2015• People with smartphones up from 9% to 24% in 1 year• Globally, more people have mobile phones than bank accounts Sources: Strategy + Business; Morgan Stanley; International Telecommunication Union; Mintel.
    14. 14. It’s not a phone: a future of mobile marketingMobile cash
    15. 15. It’s not a phone: a future of mobile marketingQR tags potentialunder-exploited
    16. 16. It’s not a phone: afuture of mobile marketing
    17. 17. It’s not a phone: a future of mobile marketingCreativity –but answeringa need
    18. 18. It’s not a phone: a future of mobile marketingB2B key phrases segmentation data spot trends identifies what people are talking about
    19. 19. It’s not a phone: a future of mobile marketingMake the app free – sometimes
    20. 20. It’s not a phone: a future of mobile marketingThings people want – not intrusive adsHow interested would you be to receive the following on your smartphone? Source:
    21. 21. It’s not a phone: a future of mobile marketingFuture of mobile?
    22. 22. It’s not a phone: a future of mobile marketingKey take-outs (1)• We don’t ‘love the technology’. We love having our problem solved.• Mobile is no longer a channel.• Websites optimised, not just enabled.• Marketing that doesn’t seem like marketing• Capitalise on impulse• Fast payments
    23. 23. It’s not a phone: a future of mobile marketingKey take-outs (2)• Incentivisation• Speed to market• Location and timing-sensitive• Usage patterns are changing• QR tags when automatically installed• We’re only one click away from anything• Resist assumptions about privacy• Anything potentially intrusive, position as choice
    24. 24. It’s not a phone: afuture of mobile marketing
    25. 25. It’s not a phone: afuture of mobile marketing
    26. 26. It’s not a phone: afuture of mobile marketing
    27. 27. It’s not a phone: afuture of mobile marketing
    28. 28. T hank youMark Blayney StuartHead of ResearchThe Chartered Institute of