BITB -- There's No Room for a Mobile Markting Neophyte


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Chris Book's presentation at agencyside's "Back in the Black" account team training.

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BITB -- There's No Room for a Mobile Markting Neophyte

  1. 1. There’s no Room in the Agency for a Mobile Marketing Neophyte Chris Book Back in the Black: April 28 – 29, 2011
  2. 2. Why should agencies care? <ul><li>This is the 5 th consecutive “year of mobile” </li></ul><ul><li>And thus, the 5 th consecutive year of agencies struggling to capitalize on it </li></ul>
  3. 3. Why should agencies care? <ul><li>Smartphones are outselling PCs </li></ul><ul><ul><li>In the last 3 months of 2010 110.9 million smartphones were shipped globally, compared to 92.1 million PCs* </li></ul></ul><ul><ul><li>Factor in the “mobile” tablets populating the market and the fact that they run mobile applications while performing the lion’s share of PC tasks...time to shift your business </li></ul></ul><ul><li>*IDC Report </li></ul>
  4. 4. Why should agencies care? <ul><li>In 2010 there were 60 million smartphones in the U.S. By the end of 2011, there will be an additional 2011* </li></ul><ul><li>*Nielsen </li></ul>
  5. 5. Why should agencies care? <ul><li>Mobile advertising is continuing to grow </li></ul><ul><ul><li>eMarketer predicts that 2011 US mobile ad spending will grow 50% from 2010 to more than $1billion </li></ul></ul><ul><ul><li>Globally, this market is spend is estimated at $16 billion </li></ul></ul><ul><ul><ul><li>This is despite the fact that advertisers have complained of negative ROI </li></ul></ul></ul>
  6. 6. Why agencies fail? <ul><li>Because agencies are agencies </li></ul><ul><ul><li>They rely on hours and projects – they’re not built to function without rules and boundaries </li></ul></ul><ul><ul><li>Mobile specifically cannot be treated like a line item </li></ul></ul><ul><ul><ul><li>It’s not easily replicated from client to client </li></ul></ul></ul><ul><ul><ul><li>The devices are no standard experiences </li></ul></ul></ul>
  7. 7. Why agencies fail? <ul><li>Computers allow for standard browsing experiences and standard deliverables such as SEO, PPC, email, etc. </li></ul><ul><ul><li>Mobile is different </li></ul></ul><ul><ul><ul><li>Reduced screen size </li></ul></ul></ul><ul><ul><ul><li>No standard application experience </li></ul></ul></ul><ul><ul><ul><li>Few standard deliverables </li></ul></ul></ul><ul><li>An agency is at great risk when showing their inability to go outside-the-box in areas such as new media and technology </li></ul>
  8. 8. Why agencies fail? <ul><li>The clients haven’t seen return in a business that depends on “showing” as much as “growing” </li></ul><ul><ul><li>Facebook Places and Foursquare generate up to a 2% revenue boost when implemented.* </li></ul></ul><ul><ul><li>You cant provide tangible results, if there aren’t result to be had </li></ul></ul><ul><ul><li>Previously mentioned negative ROI in mobile advertise furthers this point </li></ul></ul><ul><li>*Applied Predictive Technologies </li></ul>
  9. 9. How to do it well – 5 Steps <ul><li>Don’t be an agency </li></ul><ul><ul><li>Cut the cord, Break the hours trap </li></ul></ul><ul><ul><ul><li>Clients have trouble spending hours-based dollars when they’re in uncharted waters </li></ul></ul></ul><ul><ul><ul><li>Quote a project on a fixed bid </li></ul></ul></ul><ul><ul><ul><li>Having mobile expertise puts you ahead of the curve. You want to get these projects under your belt. It’s an investment in the future </li></ul></ul></ul>
  10. 10. How to do it well – 5 Steps <ul><li>Build tools, not ads </li></ul><ul><ul><li>The ABSOLUTE necessity in mobile is utility to the end user. </li></ul></ul><ul><ul><li>Apps don’t have to be limited to your client, they just need to provide utility in the way of the core of their business </li></ul></ul><ul><ul><ul><li>Example: Best Western breadcrumbs app </li></ul></ul></ul><ul><ul><li>Few of the top rated applications are actually client specific – it’s an uphill battle ( </li></ul></ul><ul><ul><li>Ads detracts from a focused user experience. This could be pulled off on the web. With small screens and no ability to multi-tasks, ads do more harm than good. Stay with utility. </li></ul></ul>
  11. 11. How to do it well – 5 Steps <ul><li>Invest in technology </li></ul><ul><ul><li>Poor user experience in mobile is far more fatal than with traditional PCs </li></ul></ul><ul><ul><ul><li>Crashes and lag-time inhibit the very essence of the mobile experience </li></ul></ul></ul><ul><ul><ul><li>Staff your agency with qualified technology professionals </li></ul></ul></ul><ul><ul><ul><ul><li>Avoid off-shore – Clients are protective about their ideas and work like this requires synchronization between groups. Don’t present the idea of off-shoring, regardless of how big your eyes get when seeing the bottom line savings. </li></ul></ul></ul></ul>
  12. 12. How to do it well – 5 Steps <ul><li>Avoid Apple Derangement Syndrome: Be Multi-platform </li></ul><ul><ul><li>Develop experiences across all mobile platforms* </li></ul></ul><ul><ul><ul><li>Android 33% </li></ul></ul></ul><ul><ul><ul><li>Blackberry 29% </li></ul></ul></ul><ul><ul><ul><li>iPhone 25% </li></ul></ul></ul><ul><ul><ul><li>Windows 8% </li></ul></ul></ul><ul><ul><ul><li>Palm 2.8% </li></ul></ul></ul><ul><ul><li>eMarketer finds that usage among Android and iPhone for tasks (email, media, news, social) is nearly identical </li></ul></ul><ul><ul><li>*ComScore </li></ul></ul>
  13. 13. How to do it well – 5 Steps <ul><li>Think long-term </li></ul><ul><ul><li>These are not campaigns – these are paradigm shifts </li></ul></ul><ul><ul><ul><li>The tools must be cultivating relationships with customers over time </li></ul></ul></ul><ul><ul><ul><li>You and your clients must be willing to do things differently (and so should you!) </li></ul></ul></ul><ul><ul><ul><li>Reacting in real-time </li></ul></ul></ul><ul><ul><ul><li>Being accountable in the social web </li></ul></ul></ul>
  14. 14. Thank You <ul><ul><ul><li>Chris Book </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>@chatterplug </li></ul></ul></ul>