Post-PC Marketing


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Simeon Spearman's slides from Geekend and Digital Atlanta 2011 covering Post-PC marketing.

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Post-PC Marketing

  1. 1. Post-PC Marketing Simeon Spearman, Digital Strategist Moxie Interactive @srspear
  2. 2. “I’m trying to think of a good analogy. When we were an agrarian nation, all cars were trucks. But as people moved more towards urban centers, people started to get into cars. I think PCs are going to be like trucks. Less people will need them. And this transformation is going to make some people uneasy… because the PC has taken us a long way. They were amazing. But it changes. Vested interests are going to change. And, I think we’ve embarked on that change. Is it the iPad? Who knows? Will it be next year or five years? … We like to talk about the post-PC era, but when it really starts to happen, it’s uncomfortable.” – Steve Jobs
  3. 3. It’s Not the Story of Windows
  4. 4. It’s Not the Story of Apple
  5. 5. Story of Smartphone Adoption Source: Nielsen Blog, “Generation App: 62% of Mobile Users Age 25-34 Own Smartphones,” November 2011.
  6. 6. Story of Tablet Adoption 11%Americans own tablets Source: Pew Research Center’s Project for Excellence in Journalism, “The Tablet Revolution,” October 2011.
  7. 7. Story of New Age of Tech Adoption 8 MillionMicrosoft Kinects sold within 60 days
  8. 8. Story of TV 20%Americans with Connected TVs (TVs, consoles, HTPCs) Source: Strategy Analytics, “Multiscreen Connected TV: Assessing Device Usage and Ownership, November 2011
  9. 9. Story of a Shift in Internet Traffic Source: Sandvine, “Global Internet Phenomena Report,” October 2011.
  10. 10. Story of Multitasking Source: Nielsen Blog, “40% of Tablet and Smartphone Owners Use Them While Watching TV,” October 2011.
  11. 11. Story of Shifting Media Consumption Source: comScore, “Digital Omnivores,” October 2011
  12. 12. It’s a Story of Ecosystems
  13. 13. Guide to Post-PC Marketing
  14. 14. Implications  Focus on the correct devices  Focus on the correct behaviors  Focus on the correct media Tablets Aren’t Exclusively Mobile
  15. 15. Tablets Aren’t Exclusively Mobile
  16. 16. Implications  Precursor to the future  “Mobile” first  Devices as creation tools Leapfrogging to Post-PC
  17. 17. Leapfrogging to Post-PC
  18. 18. Implications  “Post-PC” is practically “Post- Print/TV/Radio” as well  The nature of print itself is changing  Re-evaluate the way you view print ads Post-PC Trumps Print
  19. 19. Post-PC Trumps Print 268% jump in subscriptions. 142% jump in single issue sales. Source: Cult of Mac
  20. 20.  Implications  GPS is your friend  The clock is your friend  Think about sensors  New forms of search  Speech  Music  Goggles Context Is Important
  21. 21. Context is Important
  22. 22. Implications  Amazon Kindle w/Special Offers  “Nike+” Model of Tech Branding  Expanding the notion of a “Post- PC” device Ad Supported Hardware: New Opportunity?
  23. 23. Ad-Supported Hardware 24,000 Scripts Downloaded Source: AdAge
  24. 24. Implications  Throwing video everywhere just doesn’t cut it  Interactive, not static  Payoff is important  Rise above the noise of app ad ecosystem Marketers Should Try Harder
  25. 25. Conclusion
  26. 26. It’s a Story of Opportunities • Digital marketers can now apply their expertise to traditional media content • Traditional marketers can now apply their expertise to digital media content
  27. 27. It’s a Story About New Approaches to Marketing
  28. 28. It’s a Story of Competition for Ecosystem Ownership
  29. 29.  How will people access entertainment?  How will people access social media?  Will new ad platforms deliver results?  What other Post-PC devices can we look forward to? Questions to Ask in 2012
  30. 30. “And so at this juncture, given all that has transpired in computing and communications, it’s important that all of us do precisely what our competitors and customers will ultimately do: close our eyes and form a realistic picture of what a post-PC world might actually look like, if it were to ever truly occur. How would customers accomplish the kinds of things they do today? In what ways would it be better? In what ways would it be worse, or just different? Those who can envision a plausible future that’s brighter than today will earn the opportunity to lead.” Ray Ozzie, Former Chief Software Architect, Microsoft