Mobile Planning, Mobile Marketing and Media Planning

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Framework to change current media planning construct to one that is mobile led. A platform for all campaigns. A platform that reduce cost and increases returns by making all media transactional. This includes part two which was not shown at the event due to time. It also includes a few additional slides in the first section.

The BIG Session On Mobile - “If mobile is the remote control to our lives, why can't we hit fast forward?”

Welcome to the BIG session on Mobile; a topic that is literally at the tip of our fingers every single minute. Mobile drives our interactions and decisions with media as well as with people almost every moment of the day (and night). The business is growing, but maybe not at the pace every pundit would expect, so in this interactive session we will uncover the answers to your burning questions about mobile. What innovation is required for mobile to meet expectations as a marketing medium? What are the key innovations that are taking hold and what's not working so far?

In this session, you hold the remote by contributing to the conversation in real time with the integration of "Poll The Web". Gene Keenan, Founder of the Collective Factory will be our featured keynote speaker and he will lead an interactive Q&A session with your real-time feedback featuring our panel of experts from across the web.

The Collective FactoryFounder, Gene Keenan
Vungle Founder and CEO, Zain Jaffer
App Savvy’s SVP of Sales, David Lavine
Global VP of Innovations at Mojiva, Jack Hallahan
Chief Vision Officer of 26DotTwo, Chris Beck
Yahoo’s VP of Sales, Patrick Alban
Fetch, Guillame Lelait

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  • Nice presentation! Very good visualisation of the idea that mobile isn't just another channel.
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Mobile Planning, Mobile Marketing and Media Planning

  1. 1. LIGHT UP ALL OFYOUR MEDIA WITHMOBILEMonday, May 20, 13
  2. 2. TCFMobileasPlatform > MobileasChannelTHESISMobile media, mobile marketingMonday, May 20, 13
  3. 3. 3THE CURRENT PLANNINGPROCESS IS ANTIQUATEDLIKE THIS MODEL T:IT WORKS...BUT IT’S NOT VERYEFFICIENTMonday, May 20, 13
  4. 4. TCFTYPICAL PLANNING PROCESS4The typical planning process has the consumerin the center. You would then determine whichmedia channels that consumer spends time in.CONSUMER SURROUNDEDBY MEDIA CHANNELSOn-ProductDirect MailIn-StoreEventRadioOOHPrintPhoneComputerTabletTVTHIS SOUNDSIDEAL RIGHT?Mobile media, mobile marketingMonday, May 20, 13
  5. 5. TCF5IT’S NOT. HERE IS WHY:This process was developed when media was static.It was developed before everyone had aconnected device on them 24 hours a day.Mobile media, mobile marketingMonday, May 20, 13
  6. 6. TCFTHE PHONE IS THE USERTHE USER IS THE PHONELINNKING ALL MEDIA IN REAL TIMEMonday, May 20, 13
  7. 7. TCFMOBILE AS CHANNEL | BROKEN CONNECTIONS7TVTabletComputerEventDR MailOn ProdPhoneOOHRadioPrintIn-StorePROVIDESLOCATIONTRANSACTIONALSOCIALMOBILEPERMANENTCONNECTIONWhen mobile isplanned as achannel you windup withdisconnectedmedia experiences.Plans that don’tprovide fortransactionalexperiencesMobile media, mobile marketingMonday, May 20, 13
  8. 8. TCF8TVTabletComputerEventDR MailOn ProdPhoneOOHRadioPrint In-StoreMOBILEPERMANENTCONNECTIONPROVIDESLOCATIONTRANSACTIONALSOCIALWhen mobile isused as a platformall of your mediabecomestransactional,social, andcontextual basedon location, user,time, etc.MOBILE AS PLATFORM | CONTINUOUS CONNECTIONSMobile media, mobile marketingMonday, May 20, 13
  9. 9. TCF9BUT WHY WILL A MOBILE LED OMNI-CHANNEL FRAMEWORK BE BETTER?Monday, May 20, 13
  10. 10. TCFOn-ProductDirect MailIn-StoreEventRadioOOHTVPrintBECAUSE WE ALL INTERACTWITH MEDIA DIFFERENTLYHow media impacts the userchanges dramaticallydepending on the connecteddevice the user hasA OOH placement for examplecan gain contextual relevanceif interacted with a connecteddeviceMonday, May 20, 13
  11. 11. TCF... TIME, AND LOCATION IMPACT HOW WE SEEK INFORMATIONdesktops tablets phonesMobile media, mobile marketingMonday, May 20, 13
  12. 12. TCF12WHAT IS THE ADVANTAGE OFTHIS FRAMEWORK?TO “CRUSH YOUR ENEMIES, SEE THEM DRIVEN BEFORE YOU...”Monday, May 20, 13
  13. 13. TCFOMNI-CHANNEL IMPLEMENTATIONS= MORE MONEY = WINNING!AUDIENCE SIZE CAN INCREASE BY +135%CONSUMER DROP OFF CAN IMPROVE BY +20%OVERALL CONVERSIONS CAN INCREASE BY +19%Source: Insight Express Mobility Study (blinded)Monday, May 20, 13
  14. 14. TCF14THE BASIC FRAMEWORKFOR SUCCESSMonday, May 20, 13
  15. 15. TCFONLINETVPRINTEVENTIN-STORERADIOOOHEMAILPRODUCTDMTIME/LOCATIONEMOTIONALCOGNITIVEThe Brand•Data the brand knows about the user•Third party intelligence•User personasMedia TypeUser:•Time/Location•Device Type/Cognitive•EmotionalUSERT CONTEXT: TIME/SPACE, COGNITIVE, AND EMOTIONAL STATE +T CONTEXT: TIME/SPACE, COGNITIVE, AND EMOTIONAL STATE +THE MEDIA, BRAND AND CONSUMER UNIVERSETHE CONNECTED DEVICE = THE USERThe king pin from which everything pivots:TRANSACTIONAL, SOCIAL, PERMA CONNECTIONBRANDMobile media, mobile marketingMonday, May 20, 13
  16. 16. TCFDECONSTRUCTING THE MODEL - THE USERThe current psychologicalstate of user. Based on notonly the individual (current,past stress, desires andneeds) but how they areeffected by location andcognitive abilitiesWhat the phone knows:Where the user is. Whatmedia they are looking at. Thetemperature, time of day, etc.How the user processesinformation (device differences)very addressablevery addressableaddressableThese three things help toformulate intent. This intent isleveraged by the brand:TRANSACTION, SOCIALMobile media, mobile marketingMonday, May 20, 13
  17. 17. TCFDECONSTRUCTING THE MODEL - MEDIA CHANNELS AND HOW THEY EFFECT THE USERONLINETVPRINTEVENTIN-STORERADIOOOHEMAILPRODUCTDMTIME/SPACEEMOTIONALCOGNITIVEMedia ChannelsTIME - LOCATION - EMOTIONAL - COGNITIVE•Media Channel impacts:•The device you use and the content you consume•Media Channel + Place impacts:•Cognitive (device type) - Emotion - Content•Media Channel + Time impacts:•Content•Media Channel + Connected Device impacts:•Connections to other media channels (Brand) viathe connected device.IMPLICATION:Media regardless of channel can nolonger be thought of as staticMobile media, mobile marketingMonday, May 20, 13
  18. 18. TCFTHE BRAND - DATA THE BRAND KNOWS•Sales•Behavioral•Lifestyle•Attitude•Preferences•Third party (e.g. research or DSP)DECONSTRUCTING THE MODEL - THE BRANDMobile media, mobile marketingMonday, May 20, 13
  19. 19. TCFTHECOLLECTIVEFACTORY@august_westhello@thecollectivefactory.comAPRIL 22, 2013Mobile media, mobile marketingMonday, May 20, 13
  20. 20. THAT’S IT.FOR NOWCONTACT:Gene Keenangene@thecollectivefactory.com415-218.7369http://www.thecollectivefactory.comMonday, May 20, 13

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