Ed Schipul [email_address]   www.schipul.com  //  w ww.brandtobedet ermined.com  http://flickr.com/photos/adwriter/2330312...
www.flickr.com/photos/unitednationsdevelopmentprogramme/4275396700 Mobile Matters
Let’s talk about... <ul><li>What is Mobile Web? </li></ul><ul><li>Ways to utilize the Mobile Web today! </li></ul><ul><li>...
The Ad Agency’s Toolset: Where things  are going
<ul><li>Cro-magnons 50k years old </li></ul><ul><ul><li>Tools & Jewelry </li></ul></ul><ul><li>Neanderthals Extinct </li><...
Anthropology of Cell Phones http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/
It takes  ≈   25 Years for New Technology to Catch On http://www.siliconindia.com/shownews/Clean_tech_takes_years_to_achie...
Who is your maven? www.flickr.com/photos/tonyjcase/3275840654
Technology is great, but it’s all about PEOPLE http://www.flickr.com/photos/libraryman/414960752 Don’t Pre-Excuse Yourself...
<ul><li>1.3 billion cell phone users access Web from phones </li></ul><ul><li>Mobile ad budgets to reach $6 BILLION by 201...
http://blog.nielsen.com/nielsenwire/ Who are you reaching? Nielsen 2010 Fact Sheet
But what  is  the Mobile Web?
Not just PC Web  on your cell phone Not just iPhones or text messaging Not just the coolest new handheld
http://www.flickr.com/photos/andresmartin/2379157808/ http://www.flickr.com/photos/ucumari/2317386162/ http://www.flickr.c...
Content vs. Context
2.7 Billion Mobile Phones Where you are really really matters
Slide thanks to Houston Chronicle’s David Herrold: http://www.slideshare.net/davidherrold/mobile-best-practices-for-newspa...
Trapster - a Mobile  What else do folks do while driving? www.trapster.com
Your Web Site and the Mobile Web
1.  Do NOTHING! Providing the Mobile experience
2.  Simplify, simplify, simplify Providing the Mobile experience www.davidville.com Reduce your images and styling www.hap...
3.  Use handheld stylesheets Providing the Mobile experience
 
http://www.kayak.com / http://www.kayak.com/moby/ 4.  Create a separate Mobile Web site Providing the Mobile experience
http://www.flickr.com/photos/toma01/2171010315/   There is an App for WHAT?!?
By the end of 2010... 300,000 iPhone applications + 75,000 Google Android applications IDC Market Research
The Trinity of  Mobile Interaction <ul><li>Reach </li></ul><ul><li>Privacy </li></ul><ul><li>Retention </li></ul>www.flick...
Well hello,  iPad
What is an App? www.android.com/market/ <ul><li>3rd party app </li></ul><ul><li>Cheap </li></ul><ul><li>Interactive  </li>...
Make your own app www.appmakr.com   Stanford iPhone app dev podcast
What about  Mobile advertising?
“ Small screen, big opportunity” www.google.com/mobile   <ul><li>Plain text, graphic and interactive Mobile ads </li></ul>...
Connect with Mobile ad pros www.admob.com
Who is using the Mobile Web? www.flickr.com/photos/polvero/3466964233/
http://www.barackobama.com/mobilev2/# www.flickr.com/photos/americanredcross/4351705034 Haiti mobile giving: <ul><li>$30 M...
Companies bring IRL expertise to the Mobile front http://mobile.hallmark.com / www.tide.com  www.pizzahut.com   $1 M in sa...
Reach out and help those Mobile consumers www.cellfire.com   www.yelp.com    www.alice.com
Congressman Culberson streams LIVE from his cell www.qik.com/johnculberson
American Idol -- other entertainment focused thing? www.flickr.com/photos/billnwmsu/3059441861 Hands on entertainment expe...
Let’s review... <ul><li>Mobile Web = Mobile Humans </li></ul><ul><li>Context and immediacy is everything </li></ul><ul><li...
<ul><li>Ed Schipul Blog:    http://eschipul.com    Flickr:    www.flickr.com/eschipul   Twitter:    http://twitter.com/esc...
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AAF Ft. Worth Talk to Mobile Marketing

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Mobile web presentation to American Advertising Federation of Ft. Worth (AAF FW) on February 17, 2010.

We discussed mobile trends for advertisers, opportunities to develop and utilize mobile applications and strategically grow your brand through the mobile web.

AAF Ft. Worth Talk to Mobile Marketing

  1. 1. Ed Schipul [email_address] www.schipul.com // w ww.brandtobedet ermined.com http://flickr.com/photos/adwriter/233031265/ In the Palm of Your Hand: The future is Mobile and the future is NOW! Public Relations Association of Mississippi November 10, 2008
  2. 2. www.flickr.com/photos/unitednationsdevelopmentprogramme/4275396700 Mobile Matters
  3. 3. Let’s talk about... <ul><li>What is Mobile Web? </li></ul><ul><li>Ways to utilize the Mobile Web today! </li></ul><ul><li>Who is using Mobile Web? </li></ul>On-the-go tools for on-the-go communication http://www.flickr.com/photos/jonjon_2k8/340305918/
  4. 4. The Ad Agency’s Toolset: Where things are going
  5. 5. <ul><li>Cro-magnons 50k years old </li></ul><ul><ul><li>Tools & Jewelry </li></ul></ul><ul><li>Neanderthals Extinct </li></ul><ul><li>Origin of Humans Unclear </li></ul>http://flickr.com/photos/pollyann/2645907599/ The Great Leap Forward
  6. 6. Anthropology of Cell Phones http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/
  7. 7. It takes ≈ 25 Years for New Technology to Catch On http://www.siliconindia.com/shownews/Clean_tech_takes_years_to_achieve_widespread_use_-nid-64767-cid--sid-15.html
  8. 8. Who is your maven? www.flickr.com/photos/tonyjcase/3275840654
  9. 9. Technology is great, but it’s all about PEOPLE http://www.flickr.com/photos/libraryman/414960752 Don’t Pre-Excuse Yourself on Tech Don’t let IT build an empire in the back
  10. 10. <ul><li>1.3 billion cell phone users access Web from phones </li></ul><ul><li>Mobile ad budgets to reach $6 BILLION by 2014 </li></ul><ul><li>4.6 TRILLION text messages sent in 2009 </li></ul><ul><li>Mobile services = $1.1 Trillion/year industry </li></ul><ul><ul><li>www.communities-dominate.blogs.com </li></ul></ul>So why do you care? www.flickr.com/photos/gibbons/343384475
  11. 11. http://blog.nielsen.com/nielsenwire/ Who are you reaching? Nielsen 2010 Fact Sheet
  12. 12. But what is the Mobile Web?
  13. 13. Not just PC Web on your cell phone Not just iPhones or text messaging Not just the coolest new handheld
  14. 14. http://www.flickr.com/photos/andresmartin/2379157808/ http://www.flickr.com/photos/ucumari/2317386162/ http://www.flickr.com/photos/davyrocket/82339986/ http://www.flickr.com/photos/jbuhler/29493344/ http://www.flickr.com/photos/mastrobiggo/2414317157/ http://www.flickr.com/photos/gaetanlee/118885175 It’s how we connect, advertise, ENGAGE 44% of Americans’ time is on-the-go (Forrester Research) Preso for youth group - they do NOT differentiate btw FB/Twitter/IM/text
  15. 15. Content vs. Context
  16. 16. 2.7 Billion Mobile Phones Where you are really really matters
  17. 17. Slide thanks to Houston Chronicle’s David Herrold: http://www.slideshare.net/davidherrold/mobile-best-practices-for-newspapers/
  18. 18. Trapster - a Mobile What else do folks do while driving? www.trapster.com
  19. 19. Your Web Site and the Mobile Web
  20. 20. 1. Do NOTHING! Providing the Mobile experience
  21. 21. 2. Simplify, simplify, simplify Providing the Mobile experience www.davidville.com Reduce your images and styling www.happykatie.tumblr.com
  22. 22. 3. Use handheld stylesheets Providing the Mobile experience
  23. 24. http://www.kayak.com / http://www.kayak.com/moby/ 4. Create a separate Mobile Web site Providing the Mobile experience
  24. 25. http://www.flickr.com/photos/toma01/2171010315/ There is an App for WHAT?!?
  25. 26. By the end of 2010... 300,000 iPhone applications + 75,000 Google Android applications IDC Market Research
  26. 27. The Trinity of Mobile Interaction <ul><li>Reach </li></ul><ul><li>Privacy </li></ul><ul><li>Retention </li></ul>www.flickr.com/photos/werkunz/3680331543
  27. 28. Well hello, iPad
  28. 29. What is an App? www.android.com/market/ <ul><li>3rd party app </li></ul><ul><li>Cheap </li></ul><ul><li>Interactive </li></ul><ul><li>Handy </li></ul>www.apple.com/itunes http://appworld.blackberry.com/webstore/
  29. 30. Make your own app www.appmakr.com Stanford iPhone app dev podcast
  30. 31. What about Mobile advertising?
  31. 32. “ Small screen, big opportunity” www.google.com/mobile <ul><li>Plain text, graphic and interactive Mobile ads </li></ul><ul><li>Incredible flexibility and access to key demographics </li></ul><ul><li>Mobile ad campaigns 5 times more effective than online (InsightExpress) </li></ul>
  32. 33. Connect with Mobile ad pros www.admob.com
  33. 34. Who is using the Mobile Web? www.flickr.com/photos/polvero/3466964233/
  34. 35. http://www.barackobama.com/mobilev2/# www.flickr.com/photos/americanredcross/4351705034 Haiti mobile giving: <ul><li>$30 Million raised total </li></ul><ul><li>$7 Million in first 36 hours </li></ul><ul><li>14% donations by text </li></ul><ul><li>$400,000 in 2005 for Hurricane Katrina </li></ul><ul><li>Short code: 90999 </li></ul><ul><li>Command: HAITI </li></ul>Pew Internet Research
  35. 36. Companies bring IRL expertise to the Mobile front http://mobile.hallmark.com / www.tide.com www.pizzahut.com $1 M in sales in 3 months www.dunkinrun.com
  36. 37. Reach out and help those Mobile consumers www.cellfire.com www.yelp.com www.alice.com
  37. 38. Congressman Culberson streams LIVE from his cell www.qik.com/johnculberson
  38. 39. American Idol -- other entertainment focused thing? www.flickr.com/photos/billnwmsu/3059441861 Hands on entertainment experience - short codes! http://www.usshortcodes.com / Year American Idol texts 2003 7.5 M 2004 13.4 M 2005 41.5 M 2006 64.5 M 2007 (no report) 2008 78 M 2009 178 M
  39. 40. Let’s review... <ul><li>Mobile Web = Mobile Humans </li></ul><ul><li>Context and immediacy is everything </li></ul><ul><li>Start with fresh Mobile content </li></ul><ul><li>Keep it simple, keep it fun </li></ul>Mobile Web connects Humans to info they want www.flickr.com/photos/digitalcodi/3891603112
  40. 41. <ul><li>Ed Schipul Blog: http://eschipul.com Flickr: www.flickr.com/eschipul Twitter: http://twitter.com/eschipul Slideshare: www.slideshare.net/eschipul </li></ul>www.flickr.com/photos/jonlewisphotography/3706069312

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