MOBILE BOOTCAMP: STATE OF THE INDUSTRY
October 20, 2013
HELLO

• 17 Years in Advertising
• 12 Years in Mobile
• Founding Member of Mobile Marketing Association
• Mobi Magazine: T...
Special Mobile Consultant

3

@august_west #imediasummit

Chief Strategy Officer

Founder
O Mobile Strategy
Where Art Thou?

@august_west #imediasummit
You seek a great fortune... You will find a
fortune, though it will not be the one you
seek. But first... first you must t...
SITUATION ROOM:
BACKGROUND ON
MOBILE

@august_west #imediasummit
WHAT WE THINK WE KNOW

@august_west #imediasummit
I am using responsive design

@august_west #imediasummit
I have an app made

@august_west #imediasummit
Were “hanging ads
to drive app store
downloads.”

@august_west #imediasummit
“I HAVE MOBILE DOWN BUT...”

@august_west #imediasummit
THERE ARE A
FEW THINGS
EATING AT
OUR SUCCESS
@august_west #imediasummit
WHAT WE THINK IS EATING OUR SUCCESS

•TARGETING
•CREATIVE
•MEASUREMENT
•TRACKING
(Particularly app
download tracking)

@au...
These things
are keeping us
distracted

@august_west #imediasummit
LET’S ASSUME FOR A
MINUTE THAT THESE
ARE ALL SOLVED
WHAT NEXT?

@august_west #imediasummit

•TARGETING
•TRACKING
•MEASUREM...
WHAT IS REALLY
HOLDING US BACK
?
@august_west #imediasummit
WE THINK
SMALL

@august_west #imediasummit
BUT NOT ON PURPOSE

@august_west #imediasummit
HISTORY:
HOW WE GOT
TO HERE

@august_west #imediasummit
CONSUMER SURROUNDED
BY MEDIA CHANNELS

TYPICAL COMMS
PLANNING
PROCESS:

Direct Mail

On-Product

In-Store
Print
Tablet

Co...
SOUND GENIUS?

@august_west #imediasummit
NO!
BECAUSE WE’RE
PLANNING MOBILE
AS A CHANNEL!
@august_west #imediasummit
WHAT’S THE
CONSEQUENCE
OF THIS?

@august_west #imediasummit
MISSED CONNECTIONS
Media becomes a mix of anonymous chance encounters

@august_west #imediasummit
HOLD ON A SECOND!!!
What Makes Mobile Great Exactly?

@august_west #imediasummit
MOBILE, IT MAKES EVERYTHING:
TRANSACTIONAL

SOCIAL

LOCATION

ANTICIPATORY MEDIA
THE INTERNET OF THINGS

@august_west #ime...
Event

DR Mail
TRANSACTIONAL

Computer

MOBILE AS
CHANNEL =
CONTINUOUSLY
MISSED
CONNECTIONS

SOCIAL

On Prod

Person

PROV...
WHAT?!?!?
Why do we do this?!?!?!?!?

@august_west #imediasummit
WE THINK IN SILOS
WE OFTEN PUT
OURSELVES IN SILOS
FOR BRANDS IT’S OFTEN BECAUSE
OUR DATA SITS IN ISLANDS
email

direct mail
TV
online marketing

in-store sales

@august_wes...
OR, WE LEARNED TO
PLAN THIS WAY

@august_west #imediasummit
Lot’s of reasons...

@august_west #imediasummit
PART OF IT IS THIS:
TRADITIONAL

@august_west #imediasummit
PART OF IT IS THIS:
TRADITIONAL

@august_west #imediasummit

DIGITAL
PART OF IT IS THIS:
TRADITIONAL

@august_west #imediasummit

DIGITAL

MOBILE
@august_west #imediasummit

WHAT IS THE
WAY FORWARD?
MOBILE AS PLATFORM
Think Of It As A Mule
Eh, What’s a Mule?

@august_west #imediasummit
1+1 = 3

@august_west #imediasummit
Event

DR Mail
TRANSACTIONAL

Computer
SOCIAL

MOBILE AS
PLATFORM
Continuous
Connections

Phone
=
Person

On Prod

PROVIDE...
MOBILE AS PLATFORM
=

CONTINUOUS CONNECTIONS
FOR ALL MEDIA

@august_west #imediasummit
THINK DIFFERENT:
The Phone IS The Consumer

@august_west #imediasummit
WHY SHOULD YOU CARE?

@august_west #imediasummit
MO MONEY

@august_west #imediasummit
OMNI-CHANNEL WITH MOBILE = MORE MONEY

AUDIENCE SIZE CAN INCREASE BY

135%

CONSUMER DROP OFF CAN IMPROVE BY

20%

OVERALL...
OK, HELP ME DO THIS

@august_west #imediasummit
Event

DR Mail
TRANSACTIONAL

Computer
SOCIAL

FOR
STARTERS:

On Prod

Person

PROVIDES
LOCATION

Tablet

Phone

Stop Doin...
Event

DR Mail
TRANSACTIONAL

Computer
SOCIAL

FOCUS ON
GETTING TO
HERE ->

On Prod

Phone = Person

PROVIDES
LOCATION

Ph...
IN-SOURCE
LEARN TO DO THIS YOURSELF

@august_west #imediasummit
WORK ACROSS ALL TEAMS
TRADITIONAL

@august_west #imediasummit

DIGITAL

MOBILE
AND INCLUDE:
Operations, IT, Etc.

@august_west #imediasummit
ORGANIZATIONAL
STRATEGIES

@august_west #imediasummit
IT MIGHT NOT BE EASY

@august_west #imediasummit
“WE COULD NOT HAVE DONE
MOBILE WITHOUT A FULL
COMPANY FIGHT”
Wendy Bergh Director, Mobile & Digital Strategy
Walmart Globa...
THE GOOD NEWS IS
THE SOLUTIONS ARE
RIGHT IN FRONT OF
US
WHAT’S A GOOD FIRST STEP?

@august_west #imediasummit
MOBILIZE INTERNALLY
Create a cross company task force
Mobilize internal processes

@august_west #imediasummit
Demonstrate The Efficiencies Gained
Through Internal Mobilization

@august_west #imediasummit
BRING IN OUTSIDE HELP TO ACT AS NEUTRAL GROUND
!

A Mobilizing
Workshop

@august_west #imediasummit

!
Net Result Will Be A Complete
Change Of Your Marketing

@august_west #imediasummit
@august_west #imediasummit
THE LEARNING CURVE
Work on mobile with IT this way:
They understand this process. It’s
about starting simple and
learning....
THE CASE FOR THIS LEARNING CURVE
HILTON STARTED HERE
HISTORY
•
•
•
•
•
•
•

Hilton needs mobile site
IT uses a “screen scr...
RESPONSIVE DESIGN DOMINATES NOW
simple 4 years ago

simple today
Responsive Design IS an
evolution not the final
destinati...
THE POINT:
Start Simple.
Work with your internal
groups and you will become an
unconscious expert in no time.

@august_wes...
Want More?
http://www.slideshare.net/genekeenan1/presentations
Download:
“Connected Media Planning Framework”

@august_wes...
T
H
A
N
K
YOU
© 2013 ResponsiveAds, Inc. All Rights Reserved * Confidential**

@august_west #imediasummit

GENE KEENAN
415...
BEFORE WE CUT T
HIS RECORD,
THERE IS ONE MO
RE THING...
@august_west #imediasummit
A NEW REVOLUTION JUST BEGAN

@august_west #imediasummit
2014 - SMARTPHONE BECOMES “ALL KNOWING”

Before
9/20/2013
The “unaware”
smartphone

before sept.
20, 2013
70

The 1984
Mom...
WHAT THE PHONE KNOWS: PAST AND PRESENT
iPhone 1

2007

Bluetooth 2.0

Accelerometer

iPhone 3G

2008

GPS

iPhone 3GS

200...
WHAT DOES THIS MEAN TO ME?

@august_west #imediasummit
+

73

@august_west #imediasummit

WEARABLE COMPUTING
KILLER MARKETING OPPORTUNITIES

@august_west #imediasummit
WHAT IS AN IBEACON?
•Monitors Location! Location!
(EVEN IF PHONE IS ASLEEP)
•INSANE Accuracy

+

iOS
Device

@august_west ...
KILLER MARKETING OPPORTUNITIES

@august_west #imediasummit
WHAT IS IT GOOD FOR? SENSOR BASED MARKETING:
UNLIMITED OPPORTUNITIES

Check-In Based
Coupons and Offers

Where You Are
Exa...
HOW ACCURATE ARE THESE SENSORS?

VERY ACCURATE!

How valuable
would it be to know
your best customer
is in your store
NOW?...
ARE YOU GETTING IT?

@august_west #imediasummit
YES! YES! YES!

@august_west #imediasummit
Welcome by Mobile Bootcamp Host: "State of the Industry"
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Welcome by Mobile Bootcamp Host: "State of the Industry"

  1. 1. MOBILE BOOTCAMP: STATE OF THE INDUSTRY October 20, 2013
  2. 2. HELLO • 17 Years in Advertising • 12 Years in Mobile • Founding Member of Mobile Marketing Association • Mobi Magazine: Top 10 Thinker In Mobile • Top 100 People to Have Lunch With: Media Magazine 2 @august_west #imediasummit
  3. 3. Special Mobile Consultant 3 @august_west #imediasummit Chief Strategy Officer Founder
  4. 4. O Mobile Strategy Where Art Thou? @august_west #imediasummit
  5. 5. You seek a great fortune... You will find a fortune, though it will not be the one you seek. But first... first you must travel a long and difficult road, a road fraught with peril. - Blind Seer, O Brother, Where Art Thou? @august_west #imediasummit
  6. 6. SITUATION ROOM: BACKGROUND ON MOBILE @august_west #imediasummit
  7. 7. WHAT WE THINK WE KNOW @august_west #imediasummit
  8. 8. I am using responsive design @august_west #imediasummit
  9. 9. I have an app made @august_west #imediasummit
  10. 10. Were “hanging ads to drive app store downloads.” @august_west #imediasummit
  11. 11. “I HAVE MOBILE DOWN BUT...” @august_west #imediasummit
  12. 12. THERE ARE A FEW THINGS EATING AT OUR SUCCESS @august_west #imediasummit
  13. 13. WHAT WE THINK IS EATING OUR SUCCESS •TARGETING •CREATIVE •MEASUREMENT •TRACKING (Particularly app download tracking) @august_west #imediasummit
  14. 14. These things are keeping us distracted @august_west #imediasummit
  15. 15. LET’S ASSUME FOR A MINUTE THAT THESE ARE ALL SOLVED WHAT NEXT? @august_west #imediasummit •TARGETING •TRACKING •MEASUREMENT •CREATIVE
  16. 16. WHAT IS REALLY HOLDING US BACK ? @august_west #imediasummit
  17. 17. WE THINK SMALL @august_west #imediasummit
  18. 18. BUT NOT ON PURPOSE @august_west #imediasummit
  19. 19. HISTORY: HOW WE GOT TO HERE @august_west #imediasummit
  20. 20. CONSUMER SURROUNDED BY MEDIA CHANNELS TYPICAL COMMS PLANNING PROCESS: Direct Mail On-Product In-Store Print Tablet Consumer is in the middle TV Computer OOH Event Radio Phone @august_west #imediasummit
  21. 21. SOUND GENIUS? @august_west #imediasummit
  22. 22. NO! BECAUSE WE’RE PLANNING MOBILE AS A CHANNEL! @august_west #imediasummit
  23. 23. WHAT’S THE CONSEQUENCE OF THIS? @august_west #imediasummit
  24. 24. MISSED CONNECTIONS Media becomes a mix of anonymous chance encounters @august_west #imediasummit
  25. 25. HOLD ON A SECOND!!! What Makes Mobile Great Exactly? @august_west #imediasummit
  26. 26. MOBILE, IT MAKES EVERYTHING: TRANSACTIONAL SOCIAL LOCATION ANTICIPATORY MEDIA THE INTERNET OF THINGS @august_west #imediasummit IMMEDIATE
  27. 27. Event DR Mail TRANSACTIONAL Computer MOBILE AS CHANNEL = CONTINUOUSLY MISSED CONNECTIONS SOCIAL On Prod Person PROVIDES LOCATION Tablet Phone MOBILE PERMANENT CONNECTION TV OOH Radio @august_west #imediasummit Print In-Store
  28. 28. WHAT?!?!? Why do we do this?!?!?!?!? @august_west #imediasummit
  29. 29. WE THINK IN SILOS
  30. 30. WE OFTEN PUT OURSELVES IN SILOS
  31. 31. FOR BRANDS IT’S OFTEN BECAUSE OUR DATA SITS IN ISLANDS email direct mail TV online marketing in-store sales @august_west #imediasummit nd confidential. Not for distribution. The Collective Factory LLC. 2012 sales
  32. 32. OR, WE LEARNED TO PLAN THIS WAY @august_west #imediasummit
  33. 33. Lot’s of reasons... @august_west #imediasummit
  34. 34. PART OF IT IS THIS: TRADITIONAL @august_west #imediasummit
  35. 35. PART OF IT IS THIS: TRADITIONAL @august_west #imediasummit DIGITAL
  36. 36. PART OF IT IS THIS: TRADITIONAL @august_west #imediasummit DIGITAL MOBILE
  37. 37. @august_west #imediasummit WHAT IS THE WAY FORWARD?
  38. 38. MOBILE AS PLATFORM Think Of It As A Mule Eh, What’s a Mule? @august_west #imediasummit
  39. 39. 1+1 = 3 @august_west #imediasummit
  40. 40. Event DR Mail TRANSACTIONAL Computer SOCIAL MOBILE AS PLATFORM Continuous Connections Phone = Person On Prod PROVIDES LOCATION Tablet Phone MOBILE PERMANENT CONNECTION Phone TV OOH Radio @august_west #imediasummit Print In-Store In-Store
  41. 41. MOBILE AS PLATFORM = CONTINUOUS CONNECTIONS FOR ALL MEDIA @august_west #imediasummit
  42. 42. THINK DIFFERENT: The Phone IS The Consumer @august_west #imediasummit
  43. 43. WHY SHOULD YOU CARE? @august_west #imediasummit
  44. 44. MO MONEY @august_west #imediasummit
  45. 45. OMNI-CHANNEL WITH MOBILE = MORE MONEY AUDIENCE SIZE CAN INCREASE BY 135% CONSUMER DROP OFF CAN IMPROVE BY 20% OVERALL CONVERSIONS CAN INCREASE BY 19% @august_west #imediasummit Source: Insight Express Mobility Study (blinded)
  46. 46. OK, HELP ME DO THIS @august_west #imediasummit
  47. 47. Event DR Mail TRANSACTIONAL Computer SOCIAL FOR STARTERS: On Prod Person PROVIDES LOCATION Tablet Phone Stop Doing This-> MOBILE PERMANENT CONNECTION TV OOH Radio @august_west #imediasummit Print In-Store
  48. 48. Event DR Mail TRANSACTIONAL Computer SOCIAL FOCUS ON GETTING TO HERE -> On Prod Phone = Person PROVIDES LOCATION Phone Tablet Phone MOBILE PERMANENT CONNECTION TV OOH Radio @august_west #imediasummit Print In-Store In-Store In-Store
  49. 49. IN-SOURCE LEARN TO DO THIS YOURSELF @august_west #imediasummit
  50. 50. WORK ACROSS ALL TEAMS TRADITIONAL @august_west #imediasummit DIGITAL MOBILE
  51. 51. AND INCLUDE: Operations, IT, Etc. @august_west #imediasummit
  52. 52. ORGANIZATIONAL STRATEGIES @august_west #imediasummit
  53. 53. IT MIGHT NOT BE EASY @august_west #imediasummit
  54. 54. “WE COULD NOT HAVE DONE MOBILE WITHOUT A FULL COMPANY FIGHT” Wendy Bergh Director, Mobile & Digital Strategy Walmart Global eCommerce @august_west #imediasummit
  55. 55. THE GOOD NEWS IS THE SOLUTIONS ARE RIGHT IN FRONT OF US
  56. 56. WHAT’S A GOOD FIRST STEP? @august_west #imediasummit
  57. 57. MOBILIZE INTERNALLY Create a cross company task force Mobilize internal processes @august_west #imediasummit
  58. 58. Demonstrate The Efficiencies Gained Through Internal Mobilization @august_west #imediasummit
  59. 59. BRING IN OUTSIDE HELP TO ACT AS NEUTRAL GROUND ! A Mobilizing Workshop @august_west #imediasummit !
  60. 60. Net Result Will Be A Complete Change Of Your Marketing @august_west #imediasummit
  61. 61. @august_west #imediasummit
  62. 62. THE LEARNING CURVE Work on mobile with IT this way: They understand this process. It’s about starting simple and learning. UNCONSCIOUS COMPETENCE "What, you say I did something well?" The final stage of learning a skill is when it has become a natural part of us; we don't have to think about it. CONSCIOUS COMPETENCE CONSCIOUS INCOMPETENCE UNCONSCIOUS INCOMPETENCE "I don't know that I don't know how to do this." @august_west #imediasummit "I know that I know how to do this." This stage of learning is much easier than the second stage, but it is still a bit uncomfortable and self-conscious. "I know that I don't know how to do this, yet." SOURCE: http://processcoaching.com/fourstages.html
  63. 63. THE CASE FOR THIS LEARNING CURVE HILTON STARTED HERE HISTORY • • • • • • • Hilton needs mobile site IT uses a “screen scraping” technology (6 weeks to execute) Gets to market quickly Marketing learns what their customers really want IT looks at more viable solutions API’s are created to service mobile New site gets created TIMELINE - TWO YEARS @august_west #imediasummit AND ARE NOW HERE
  64. 64. RESPONSIVE DESIGN DOMINATES NOW simple 4 years ago simple today Responsive Design IS an evolution not the final destination of good mobile @august_west #imediasummit
  65. 65. THE POINT: Start Simple. Work with your internal groups and you will become an unconscious expert in no time. @august_west #imediasummit
  66. 66. Want More? http://www.slideshare.net/genekeenan1/presentations Download: “Connected Media Planning Framework” @august_west #imediasummit
  67. 67. T H A N K YOU © 2013 ResponsiveAds, Inc. All Rights Reserved * Confidential** @august_west #imediasummit GENE KEENAN 415.218.7369 gene@ thecollectivefactory.com @august_west
  68. 68. BEFORE WE CUT T HIS RECORD, THERE IS ONE MO RE THING... @august_west #imediasummit
  69. 69. A NEW REVOLUTION JUST BEGAN @august_west #imediasummit
  70. 70. 2014 - SMARTPHONE BECOMES “ALL KNOWING” Before 9/20/2013 The “unaware” smartphone before sept. 20, 2013 70 The 1984 Moment: The Phone becomes All Knowing After 9/20/2013 The “All Knowing” smartphone The Context Chip @august_west #imediasummit after sept. 20, 2013
  71. 71. WHAT THE PHONE KNOWS: PAST AND PRESENT iPhone 1 2007 Bluetooth 2.0 Accelerometer iPhone 3G 2008 GPS iPhone 3GS 2009 Compass Bluetooth 2.1 iPhone 4 2010 GyroScope iPhone 4S iPhone 5 2011 2012 Bluetooth 4.0 Low Energy PHONE SENSORS Magnemeter LIMITATIONS OF THIS MODEL (DATA IS NOT CONSTANTLY COLLECTED IN BACKGROUND) PERMA CONNECTION @august_west #imediasummit iPhone 5S 2013 Apple M7 (ContextChip) Background Collection of sensor data Inclinometer Software ?? 2014 THE NEXT PHASE OF MOBILITY BEGINS APPLE Readies Wearable Market NO LIMITATIONS MONEY TRANSACTIONS DATA COLLECTION LAYER SOCIAL TRANSACTIONAL LAYER
  72. 72. WHAT DOES THIS MEAN TO ME? @august_west #imediasummit
  73. 73. + 73 @august_west #imediasummit WEARABLE COMPUTING
  74. 74. KILLER MARKETING OPPORTUNITIES @august_west #imediasummit
  75. 75. WHAT IS AN IBEACON? •Monitors Location! Location! (EVEN IF PHONE IS ASLEEP) •INSANE Accuracy + iOS Device @august_west #imediasummit = Location!
  76. 76. KILLER MARKETING OPPORTUNITIES @august_west #imediasummit
  77. 77. WHAT IS IT GOOD FOR? SENSOR BASED MARKETING: UNLIMITED OPPORTUNITIES Check-In Based Coupons and Offers Where You Are Exactly Indoors Contactless Payment Proximity Marketing 77 @august_west #imediasummit
  78. 78. HOW ACCURATE ARE THESE SENSORS? VERY ACCURATE! How valuable would it be to know your best customer is in your store NOW? Restaurant Seating Chart @august_west #imediasummit
  79. 79. ARE YOU GETTING IT? @august_west #imediasummit
  80. 80. YES! YES! YES! @august_west #imediasummit

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