DBS: Hypebusters with Saatchi & Saatchi LA: Your Brand Does Not Need a Mobile-Specific Strategy

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Consumers do not view content or brand experiences in channels -- yet today's organizations still think they do. Brands and organizations are investing heavily in mobile talent, but this only continues to perpetuate channel planning versus the need for strategic content planning. These mobile-specific efforts should instead be integrated into the content and digital strategy development teams, which are tasked with finding ways to broadcast branded content in the right channels and context and conditions.

Presenter: Kayla Green, digital strategy director, Saatchi & SaatchiLA @kaylam

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  • content is at the center of these brand-generated stories\n
  • content is at the center of these consumer-generated stories\n
  • take something as simple as e-mail, google found a way to tell the story of their product in an engaging way.\n
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  • mobile propels social behaviors, almost 20% of facebook users say they use the platform solely on mobile.\n
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  • Desktop vs. mobile tasks are fluid and often driven by context and east of use, as in getting information. These are typically not distinguished tasks, users choose their device based on context and proximity. \n
  • Your CMS can house all of your content and key differences might only be how the content is formatted and presented across the digital platforms and screens. We have a great ability now to track in realtime a consumer from point of search to point of conversion, this information becomes valuable to you when you begin to craft content strategies for your brand. \n
  • Don’t disregard the power of good design, it’s critical in the multiple screen world, your user interaction principles are so important here. \n
  • Behaviors on mobile screens continue to change as they become more ubiquitous which requires us to iterate and iterate again. A flexible organization can enable rapid prototyping and publishing. Experimentation is key here. \n
  • Make sure you have content on your properties that fulfills the intrinsic needs and wants of your customer and provides utility and not noise.\n
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  • DBS: Hypebusters with Saatchi & Saatchi LA: Your Brand Does Not Need a Mobile-Specific Strategy

    1. 1. HYPE-BUSTERS Does your brand need a mobile-specific strategy? @kaylam
    2. 2. MOBILE IS NOT THE FUTURE: MOBILE IS HERE TODAY
    3. 3. THERE ARE 3.93 BILLION MOBILE PHONE USERS WORLDWIDE, REPRESENTING 56% OF THE GLOBAL POPULATIONSMARTPHONES ACCOUNT FOR 24% OF MOBILE PHONE USERS WORLDWIDE, OR 13.5% OF THE TOTAL POPULATION BY 2016 WORLDWIDE SMARTPHONE PENETRATION AMONG MOBILE PHONE USERS IS SUPPOSED TO INCREASE TO 45% SMARTPHONES ARE CHANGING THE DIGITAL LANDSCAPE: MOBILE WEB SUBSCRIPTIONS 2:1 BROADBAND SUBSCRIPTIONS IDC CLAIMS THAT BY 2015 MORE AMERICANS WILL ACCESS THE INTERNET VIA MOBILE VS PC IPAD GROWTH = 3X IPHONE GROWTH
    4. 4. MOBILE IS NOT A‘BOLT-ON’ SOLUTION
    5. 5. TRUTH #1humans wantto be entertained.
    6. 6. BRAND STORYTELLING
    7. 7. CONSUMER STORYTELLING
    8. 8. PRODUCT STORYTELLING
    9. 9. TRUTH #2context drives content(and sometimes content drives context)
    10. 10. MOBILE HAS THE ABILITY TO MARKET TO CIRCUMSTANCE
    11. 11. TRUTH #3mobile fuels otherdigital &traditional behaviors
    12. 12. MOBILE ACTS AS CONNECTIVE TISSUE BETWEEN OTHER CONSUMER TOUCH POINTS
    13. 13. SO WHAT? Where do I go from here?
    14. 14. FOCUS ON THE CONTENT Stop focusing on the container.Your customers will consume the content when and where they want to. Just be there with meaningful and optimized content.
    15. 15. HOW?
    16. 16. DESIGN FOR CONNECTED EXPERIENCESCreate content experiences that are fluid between mobile, tablet, desktop, and IRL. a a a
    17. 17. BUILD A SOLID CMS AND TRACK EVERYTHINGManage your content so that it optimizes for the right experience at any screen, anytime. Analytics becomes your best friend in learning about your customer and where and when they engage with your brand. LOAD DATA [LOW_PRIORITY | CONCURRENT] [LOCAL] INFILE file_name [REPLACE | IGNORE] INTO TABLE tbl_name [PARTITION (partition_name,...)] [CHARACTER SET charset_name] [{FIELDS | COLUMNS} [TERMINATED BY string] [[OPTIONALLY] ENCLOSED BY char] [ESCAPED BY char] ]
    18. 18. AUGMENT YOUR CONTENT STRATEGYDevelop well-designed user interfaces to connect with people in contextually relevant ways.
    19. 19. ITERATESet up your organization structures with flexibility for experimentation. a b c
    20. 20. FOCUS ON PEOPLE NOT THE TECHNOLOGY Because there will always be another shiny object, screen, device...but people should always remain at the center of your communications strategies.
    21. 21. THANKSSee you on the internets. @kaylam

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