Presentation I gave along with @chroma at Planningness 2010 in Denver. Mobile is the latest in a constant stream of buzzwords swirling around the marketing world these days. "How do we extend our idea into mobile" is a phrase we've all heard all too often. While some brands have found success, by and large, most struggle to develop interesting mobile experiences for people. This session explored some of the reasons why that may be, and some ways we can start to rethink the challenge.

1. WHY BRANDS STRUGGLE
WITH MOBILE TODAY,
AND HOW TO RETHINK IT
@avin_narasimhan
@chroma
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2. @avin_narasimhan @chroma
Arnold Worldwide BBDO/Proximity
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5. What branded mobile
experiences can you think of
that were truly great?
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7. Marketers are spending more, but on more of the same stuff.
0 500 1000 1500 2000
2008
2009
2010
2011
2012
2013
Source: Emarketer Mobile Research 2010 Current + Projected Mobile Ad Spend (millions) 7

8. Source: Nielsen Report: “State Of Mobile Apps” Sept 2010 8

9. Source: TechCrunch Sept 2010 9

10. Perhaps it’s not surprising
then that an iPhone app is
often the first suggestion.
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13. It’s not at all wrong.
It’s just not the only way.
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14. Today we’ll focus our work
session on what we think are
2 sources of the problem.
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15. 1 Starting with
the wrong
question.
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16. “What should our “Where does mobile
mobile experience behavior intersect
be”? with our brand?”
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19. INCENTIVE INFORMATION
Providing monetary
Educating, providing
value (coupons or
brand, product or
promotions), or an
service news,or
exchange of brand
answering questions
currency (contests,
and commentary.
prizes)
A framework for how
we can best provide
value to our community. Curating or developing Giving people a
content, ideas and mechanism to make a
platforms for entertainment
decision, find products,
& involvement beyond
brand messaging.
or accomplish a task.
ENTERTAINMENT UTILITY
Source: Alan Wolk, “Your Brand Is Not My Friend” 2010 19

20. INCENTIVE INFORMATION
A few others who we
can learn from that are
doing it well.
ENTERTAINMENT UTILITY
Source: Alan Wolk, “Your Brand Is Not My Friend” 2010 20

21. INCENTIVE INFORMATION
It doesn’t have to be
mutually exclusive.
ENTERTAINMENT UTILITY
Source: Alan Wolk, “Your Brand Is Not My Friend” 2010 21

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24. How is our brand
facilitating a decision?
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25. 2 Lumping mobile
into one
amorphous blob
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26. Advertising Mobile
Marketers view Direct
Marketing
The Brand
Social Web
of the world
Promotions/
Events
POS
Digital
Experience
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27. Games Utility
People’s Text Promos
Social
interaction Mobile Integration
Experience
with our ideas Location
Mobile Site Aware
Incentives
Mobile
Payment
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28. Integration within mobile,
rather than just
integration OF mobile.
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29. Multiple elements, rather
than searching
for one app solution.
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33. Lots of mobile interactions
that build
to something bigger.
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34. So let’s try and make
something ourselves.
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35. Create a multi-faceted mobile experience
for one of these brands.
How do we help make beer How do we enhance How do we deliver How do we raise awareness
more like wine? Christmas shopping? urban utility? among athletes?
How do we make the How do we make day- How do we enhance How do we enable
experience of yoga better? to-day shopping better? people’s active lives? involvement in the cause? 35

36. Things to keep in mind.
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37. 1. Start with behavior.
2. Make it right for the brand.
3. Blow mobile up
into its many pieces.
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38. Some behaviors to start with.
People expressing Ride social shopping Enable easy multi-
collective support to encourage saving tasking on the go
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39. INCENTIVE INFORMATION
Providing monetary
Educating, providing
value (coupons or
brand, product or
promotions), or an
service news,or
exchange of brand
answering questions
currency (contests,
and commentary.
prizes)
What might people
find most valuable
from this brand? Curating or developing Giving people a
content, ideas and mechanism to make a
platforms for entertainment
decision, find products,
& involvement beyond
brand messaging.
or accomplish a task.
ENTERTAINMENT UTILITY
Source: Alan Wolk, “Your Brand Is Not My Friend” 2010 39

40. A mobile experience with at
least 3 non-app elements.
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41. Branded apps are great,
but not always
the only answer.
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42. They’re expensive.
It can seem like an easy solution,
but is often anything but.
Why? It let’s us forget that there are many
other aspects to a mobile experience.
Many brands simply may not
be a natural fit for an app.
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44. Games Utility
Remember the
different Text Promos
Mobile
Social
Integration
Experience
aspects of
mobile. Mobile Site
Location
Aware
Incentives
Mobile
Payment
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46. OK. Time for show and tell.
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47. Not every answer, but
hopefully a start for us all.
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48. Creative and strategy are increasingly blurry.
Mobile behavior pushes us to look to new source
(design agencies, for example) for insights and
Finally, some inspiration.
implications Planners have the opportunity to get involved not
just in strategy, but actually building ideas in a
for planning space few truly grasp.
Planning for all the moving parts of the experience
(tactics) as well as the overall strategy.
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49. Let’s keep the discussion going.
@chroma
@avin_narasimhan
chroma.posterous.com
avin.posterous.com
facebook.com/
facebook.com/avin.narasimhan
dinodemopoulos
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