Youth Marketing Mobile Insights


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Presented at the Student Village insights breakfast by Angus Robinson - Native

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Youth Marketing Mobile Insights

  1. 1. Student Village Breakfast/ 14.04.2011<br />
  2. 2. Section 1<br />2<br />Student village breakfast<br />Digital evolution<br />
  3. 3. Digital evolution<br />Over the past fifteen years, the Internet has evolved from being “just another media channel” to fundamentally redefining the relationship between consumers and brands.<br />3<br />Student village breakfast<br />
  4. 4. Evolution in Interaction<br />There are new ways to interact with technology, and it is becoming an expected norm. <br />4<br />Student village breakfast<br />
  5. 5. 1.0 editorial<br />During the nineties, the web was primarily a publish and browse medium with no mobile elements<br />5<br />Student village breakfast<br />
  6. 6. 2.0 social<br /> The web has become a blackboard on which everyone is invited to make their mark and this extends deeply into the mobile environment.<br />6<br />Student village breakfast<br />
  7. 7. Size, Speed, Form, Connectivity, power, smartness, cost<br />It is no longer about ‘phones’. It is about connectivity and the ability to communicate. The individual device becomes less important and the network of connected devices emerges.<br />7<br />Student village breakfast<br />
  8. 8. Stats overload<br />Native Credentials Presentation to Standard Bank <br />8<br />The average smartphone user has downloaded approximately 60 apps. <br />Over 450k apps have been published by end 2010. <br />18bn app downloads are predicted for 2011. <br />A total of 185bn will have been downloaded by 2015<br />Revenue from apps in 2010 was $5.2 and will grow to $15bn in 2011<br />Free Downloads account for 81% in 2011<br />
  9. 9. Stats overload, v2<br />Native Credentials Presentation to Standard Bank <br />9<br />There are 5bn mobile connections worldwide, this will grow to 6bn by the end of 2011. <br />In developing markets, a 10% growth in mobile penetration can lead to a 1.2% real GDP growth.<br />Global installed base of smartphones grew by 44% year-on-year<br />There are 18 LTE rollouts underway, with another 184 planned.<br />There is a 10 fold increase in connectivity speeds with every generation of mobile technology - ie 4G is 10x faster than 3G, and in 5-6 years, 5G will be 10x faster than 4G.<br />90% of mobile data traffic will be generated by mobile video consumption<br />
  10. 10. approach to customers & company systems<br />Its time to plan for a single view of and consistent experience for customers. We need staff that are as connected and aware as your customers. It’s a future that is devolved.<br />Student village breakfast<br />10<br />
  11. 11. Section 2<br />11<br />Student village breakfast<br />A simple Principle<br />
  12. 12. unexpected expected <br />surprising<br />timeous<br />profiled<br />segmented<br />targeted<br />contextual<br />VALUE + RELEVANCE = ENGAGEMENT<br />purchasing<br />affinity<br />contribution<br />participation<br />sharing<br />12<br />Student village breakfast<br />exchange<br />exchange<br />information<br />leads<br />utility<br />entertainment<br />utilitainment<br />reward<br />
  13. 13. BMW Snow Tyres<br />13<br />Student village breakfast<br />
  14. 14. unexpected expected <br />surprising<br />timeous<br />profiled<br />segmented<br />targeted<br />contextual<br />VALUE + RELEVANCE = ENGAGEMENT<br />purchasing<br />affinity<br />contribution<br />participation<br />sharing<br />14<br />Student village breakfast<br />exchange<br />exchange<br />information<br />leads<br />utility<br />entertainment<br />utilitainment<br />reward<br />
  15. 15. Standard Bank Matric Results<br />Be useful and involved before trying to sell your goods.<br />15<br />Student village breakfast<br />
  16. 16. unexpected expected <br />surprising<br />timeous<br />profiled<br />segmented<br />targeted<br />contextual<br />VALUE + RELEVANCE = ENGAGEMENT<br />purchasing<br />affinity<br />contribution<br />participation<br />sharing<br />16<br />Student village breakfast<br />exchange<br />exchange<br />information<br />leads<br />utility<br />entertainment<br />utilitainment<br />reward<br />
  17. 17. Mini stockholm<br />17<br />Student village breakfast<br />
  18. 18. unexpected expected <br />surprising<br />timeous<br />profiled<br />segmented<br />targeted<br />contextual<br />VALUE + RELEVANCE = ENGAGEMENT<br />purchasing<br />affinity<br />contribution<br />participation<br />sharing<br />18<br />Student village breakfast<br />exchange<br />exchange<br />information<br />leads<br />utility<br />entertainment<br />utilitainment<br />reward<br />
  19. 19. Section 3<br />19<br />Our view of the future<br />Student village breakfast<br />
  20. 20. The world is your canvas, canvas your world<br />20<br />Student village breakfast<br />
  21. 21. Some final thoughts<br />Native Credentials Presentation to Standard Bank <br />21<br />Cannot make a viral campaign<br />Cannot polish a t*rd<br />Be genuine & provide value<br />Don’t taint great ideas with your views or habits<br />Think about game mechanics<br />Real world and digital worlds are meeting<br />