Multiparty Mobile Prague Mark Linder Final (Nx Power Lite)
To really take off…mobile marketing will have to: 1. Prove its effectiveness to the advertiser and utility to the consumer 2. Prove its emotionality as an experience How do you feel?
This house resolves “To really take off, Mobile needs to be more about passion than utility” Mark Linder, WPP 22 April 2009, Prague European Mobile Media Conference
“ I have been in the advertising business for 25 years. And I have never met a client who wanted advertising…
“ But they all wanted to sell something” -- Antti Ohrling, co-founder of Blyk
What made advertising really take off was passion
Client passion, agency passion, an infusion of talent, visibility in the press – all of it. And does it all really work?
Advertising also gave us a way of seeing the world which is passion-less
That way of thinking undermines our ability to understand people as individuals
Why? Because advertising is unilateral Brand Target Target Target
Rosser Reeves, coined “Unique Selling Proposition” Advertising is more about science and research than "arts and crafts"
USP Influence <ul><li>“… .traditionally, marketing is done to people, not for or with them. Messages are developed and broadcast to ostensibly passive and receptive audiences. If they don’t respond, then there are “compliance issues” or “problems of communications uptake.” </li></ul><ul><ul><li>--Jill Caldwell, a social researcher </li></ul></ul>
My view of you. My interest in your business. My message in your paper. My USP.
Relationships are not unilateral <ul><li>Who wrote it? Mystery advertisement with a target audience of one </li></ul>
This is why advertising isn’t generally interesting Written by somebody else, for everybody else
Death of advertising? “The sky is falling, the frog in the pot has come to a boil and, oh yeah, we are, most of us, exquisitely, irretrievably fucked.” <ul><li>-- Bob Garfield, Advertising Age </li></ul>
Advertising also gave us wrong ideas about branding
Advertising taught us that a brand is the way we label a selling approach
“ The Brand” became a label for a selling idea
And then there’s “the consumer” With appreciation for David Kenning of Bell-Pottinger Sans Frontières
“ The consumer” is a target , and information is restricted to what sells <ul><li>One objective – sell you more </li></ul>
No….we still spend a lot of time with television But as an outlook, does it help us with mobile?
What if we said goodbye to our ways of marketing and started over?
Said goodbye to “marketing” where the only goal is a sale
Said goodbye to the “consumer”, as though their only purpose is to be there while we convince them the product they bought a year ago is obsolete
Said goodbye to any un-natural means of paying for attention…
What would we do, as mobile developers and marketers?
We would replace the word “consumer” with “people” With appreciation for Robert Deutch
We would be taking a multi-lateral view, aware of people , and how they relate Cause or brand Inner Inner Inner Inner Inner Near Inner Near Near Near Near Near Outer Outer Outer Outer Near Near Near Near Near
99 out of 100 people are amazingly interesting. And the one who isn’t, is more interesting, because he or she is 1/100
We would really get into the “people” who use our products and services
Heck, we would even think of marketing as a service for those people
We would think of “marketing” as a value-exchange that makes people’s lives better We would think of “sales” as the value exchange where money changes hands
We would also understand there is a bit of a backlash against commercial marketing
<ul><li>Google goes behind the red curtain </li></ul><ul><li>Google is offering free downloads of licensed music tracks in China. … </li></ul><ul><li>Research showed 84 per cent of people in China used search engines to find music. Rival search engines in China point users to unlicensed music, which reportedly makes up 99 per cent of all tracks distributed in China….The move by Google will open up a catalogue of more than 350,000 songs from Sony, Warner, EMI and Universal, to its Chinese users…. </li></ul>
Shanzhai culture is a rebellion against monopoly sectors. Shanzhai shows the desire by poor people for a better life and fashionable things
Consumers in all countries, notably the Nordics, France, China – believe content should be as close to zero cost as possible 100% of people under 54 have downloaded file-shared content 71% think file sharing is wrong 72% feel that file sharing should be regulated However, with the exception of the 54+’s, nobody thinks regulating the internet works Bell-Pottinger internal study
(What, exactly, is the business model for pirates?)
Could it be more psychological than practical?
Could it be about the asymmetric challenge? Bringing down the established order…. with no real thought of what replaces it
“ What are you rebelling against?” “What have you got?” The Wild Ones
Let’s talk about passion Be against something Be someone Which is more passionate? Be for something
We would remember real people are on a confusing journey called life. What can we offer them on this journey?
We could offer them a different idea of “brand”
A 'brand' is actually a primal and primary mechanism of the mind. It is attachment, a merging between a person's 'self story' and a person's story of you, the product, the company.” Dr. Robert Deutch
We get attached to dogs, cars, people and, yes, brands The real way -- person has a story The brand has a story Person gets attached to brand story
People want brands “that are like me” “that like me” “that are more than me ”
If the your brand has that kind of power (to be “more like me”), then you can offer people a chance to be more of themselves
The attachment to a brand should be a yellow brick road through life, a journey made together in which both parties help fill out each other’s latent possibilities What better place to play, than mobile?
So, how should we feel differently about mobile marketing?
We throw out the purchase funnel… <ul><li>Mobile marketers know the purchase funnel is not a representation of the way people really are </li></ul>
We remember life isn’t a straight line Graphic from Forrester research Apreciation for Arto Joensuu, Nokia
Real people are in the search for feeling… so we give them that
Give people something to fall in love with <ul><li>iHandy Level </li></ul><ul><li>Cost of download: Free </li></ul><ul><li>iTunes Rating: * * * </li></ul><ul><li>Released: 2008-12-22 </li></ul>With appreciation for Todd Tran, Joule
We can (need to) fall in love in many little ways to keep life interesting We can fall in love with a new bread, a new car, a new device, a new service. We transfer emotion to all these objects because they represent something that speaks to our sense of self
We want to desire, and we want to be the object of desire Mobile should not be afraid of being intoxicated by passion
Top applications – appeal to passion! Entertainment Entertainment Entertainment Relationship Entertainment Entertainment Relationship Utility Entertainment Entertainment Relationship Utility Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment
People want to believe they are in the act of becoming. The brand (the company) needs to be always in the act of becoming.
Mobile is a channel to help people become what they want to become on their journey through life
Mobile is about passion Lost without it Can’t go anywhere without it All my connections My life is in in my phone
In mobile marketing, you need to <ul><li>say goodbye to “marketing” as an exploitation vehicle, where the only object is a sale </li></ul><ul><li>say goodbye to the word “consumer”, as though their only purpose is to be there while we convince them the product they bought a year ago is obsolete </li></ul>
You, and your brand, must be (radically) open to feeling
This house resolves “Mobile will be more about passion than utility” How do you vote?
“ A great musician is always in the act of becoming." -- Bob Dylan
Thank you <ul><li>Mark Linder, WPP </li></ul><ul><li>Joule – part of Mediacom </li></ul><ul><li>Iconmobile </li></ul><ul><li>Ogilvy Interactive </li></ul><ul><li>Wunderman </li></ul><ul><li>Chime/Bell-Pottinger Sans Frontières </li></ul>