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Bringing passion into mobile marketing Mark Linder


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Mobile marketing will come of age when agencies and clients have an emotional feeling about it. Analytics alone will not suffice.

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Bringing passion into mobile marketing Mark Linder

  1. 1. 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? 1
  2. 2. 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 2
  3. 3. “I have been in the advertising business for 25 years. And I have never met a client who wanted advertising… 3
  4. 4. “But they all wanted to sell something” -- Antti Ohrling, co-founder of Blyk 4
  5. 5. What made advertising really take off was passion 5
  6. 6. Client passion, agency passion, an infusion of talent, visibility in the press – all of it. And does it all really work? 6
  7. 7. Advertising also gave us a way of seeing the world which is passion-less 7
  8. 8. That way of thinking undermines our ability to understand people as individuals 8
  9. 9. Why? Because advertising is unilateral Brand Target Target Target 9
  10. 10. Rosser Reeves, coined “Unique Selling Proposition” Advertising is more about science and research than quot;arts and craftsquot; 10
  11. 11. USP Influence “….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.” --Jill Caldwell, a social researcher 11
  12. 12. My view of you. My interest in your business. My message in your paper. My USP. 12
  13. 13. Relationships are not unilateral Who wrote it? Mystery advertisement with a target audience of one 13
  14. 14. This is why advertising isn’t generally interesting Written by somebody else, for everybody else 14
  15. 15. 15
  16. 16. 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.” • -- Bob Garfield, Advertising Age 16
  17. 17. Advertising also gave us wrong ideas about branding 17
  18. 18. Advertising taught us that a brand is the way we label a selling approach 18
  19. 19. Buy my demonstration? Buy my brand. 19
  20. 20. Like my humor? Like my brand. 20
  21. 21. Want my idea? Want my brand. 21
  22. 22. “The Brand” became a label for a selling idea 22
  23. 23. And then there’s “the consumer” With appreciation for David Kenning of Bell-Pottinger Sans Frontières 23
  24. 24. “The consumer” is a target , and information is restricted to what sells • One objective – sell you more 24
  25. 25. No….we still spend a lot of time with television But as an outlook, does it help us with mobile? 25
  26. 26. What if we said goodbye to our ways of marketing and started over? 26
  27. 27. Said goodbye to “marketing” where the only goal is a sale 27
  28. 28. 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 28
  29. 29. Said goodbye to any un-natural means of paying for attention… 29
  30. 30. What would we do, as mobile developers and marketers?
  31. 31. We would replace the word “consumer” with “people” With appreciation for Robert Deutch 31
  32. 32. We would be taking a multi-lateral view, aware of people, and how they relate Near Near Inner Inner Inner Cause or Near brand Near Inner Inner Near Near Inner Near Near Near Near Near Outer Outer Outer Outer 32
  33. 33. 99 out of 100 people are amazingly interesting. And the one who isn’t, is more interesting, because he or she is 1/100 33
  34. 34. We would really get into the “people” who use our products and services 34
  35. 35. Heck, we would even think of marketing as a service for those people 35
  36. 36. 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 36
  37. 37. An act of kindness is always re-paid 37
  38. 38. We would also understand there is a bit of a backlash against commercial marketing 38
  39. 39. Google goes behind the red curtain Google is offering free downloads of licensed music tracks in China. … 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…. 39
  40. 40. Shanzhai culture is a rebellion against monopoly sectors. Shanzhai shows the desire by poor people for a better life and fashionable things Real Chinese iPhone 40
  41. 41. There’s a little Shanzhai in all of us… 41
  42. 42. 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 42
  43. 43. (What, exactly, is the business model for pirates?) With appreciation for Paul Bell and David Kenning, Bell-Pottinger Sans Frontières 43
  44. 44. Could it be more psychological than practical? 44
  45. 45. Could it be about the asymmetric challenge? Bringing down the established order…. with no real thought of what replaces it 45
  46. 46. Like these guys? (now there’s a brand…) 46
  47. 47. “What are you rebelling against?” “What have you got?” The Wild Ones 47
  48. 48. Be for something Be someone Which is more Let’s talk about passion passionate? Be against something 48
  49. 49. We would remember real people are on a confusing journey called life. What can we offer them on this journey? 49
  50. 50. We could offer them a different idea of “brand” 50
  51. 51. 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 51
  52. 52. 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 52
  53. 53. People want brands “that are like me” “that like me” “that are more than me” 53
  54. 54. 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 54
  55. 55. 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? 55
  56. 56. So, how should we feel differently about mobile marketing? 56
  57. 57. We throw out the purchase funnel… • Mobile marketers know the purchase funnel is not a representation of the way people really are 57
  58. 58. We remember life isn’t a straight line Graphic from Forrester research 58 Apreciation for Arto Joensuu, Nokia
  59. 59. Real people are in the search for feeling… so we give them that 59
  60. 60. Remember what falling in love is like? 60
  61. 61. Can you fall in love with a level? 61
  62. 62. Give people something to fall in love with iHandy Level • Cost of download: Free • iTunes Rating: * * * • Released: 2008-12-22 62 With appreciation for Todd Tran, Joule
  63. 63. 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 63
  64. 64. We want to desire, and we want to be the object of desire Mobile should not be afraid of being intoxicated by passion 64
  65. 65. 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 65
  66. 66. People want to believe they are in the act of becoming. The brand (the company) needs to be always in the act of becoming. 66
  67. 67. Mobile is a channel to help people become what they want to become on their journey through life 67
  68. 68. Mobile is passion in volume 68
  69. 69. People pay for passion 69
  70. 70. 70
  71. 71. Mobile is connections, links, participation, transparency, openness, and speed 71
  72. 72. Mobile is about cooperation, collaboration 72
  73. 73. Mobile is about passion Lost without it Can’t go anywhere without it All my connections My life is in in my phone 73
  74. 74. In mobile marketing, you need to • say goodbye to “marketing” as an exploitation vehicle, where the only object is a sale • 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 74
  75. 75. You, and your brand, must be (radically) open to feeling 75
  76. 76. Mobile must be radically open to passion 76
  77. 77. This house resolves “Mobile will be more about passion than utility” How do you vote? 77
  78. 78. “A great musician is always in the act of becoming.quot; -- Bob Dylan 78
  79. 79. Thank you Mark Linder, WPP Joule – part of Mediacom Iconmobile, Ogilvy Interactive, Wunderman Chime/Bell-Pottinger Sans Frontières 79