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Wharton sf marketing class david bell 12 03 12 - 12 02 12

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Wharton sf marketing class david bell 12 03 12 - 12 02 12

  1. 1. Mobile Marketing Rob Coneybeer Managing Director, Shasta Ventures @robconeybeer http://280.vc
  2. 2. Why is Mobile Different?• Effect of geography is more pronounced• Having a top search ranking matters more on mobile than on the web• Web presence must be optimized for the mobile screenhttp://280.vc 2
  3. 3. Why is Mobile Different?• Instant-on• Sensors• Apps• Reach• Word of Mouthhttp://280.vc 3
  4. 4. Instant-On• Enables snacking • Not possible on the web if PC wasn’t on• Consumers have extremely short attention spans • If something takes more than a few seconds … they may skip altogether • Instant-on leads to a great product experience (buying or ordering something can take less time than adding it to a “to-do” list)http://280.vc 4
  5. 5. Sensors• Mobile devices are loaded with sensors • Location (GPS) & accelerometers (motion, activity) • Photography & microphonehttp://280.vc 5
  6. 6. Apps• Native applicatons lead to top end-user engagement • Mobile apps are essentially specialized browsers• On mobile, consumers think in terms of Applications • … versus websites on the wired web• To make the most of smartphone sensors … develop a native application• The chiclet icon matters – A LOT • Navigational high ground • Emotional attachment to the graphical representationhttp://280.vc 6
  7. 7. Reach• Over 1 billion people are on either Android or iOS today • Vast majority are hooked up to payment systems • Combined with instant-on, consumers can take impulsive action immediately when tempted – think of supermarket check-out aisles• Problem becomes awareness and brand-building, not fulfillmenthttp://280.vc 7
  8. 8. Word of Mouth• Completely different than the wired Web• Combining portability and a great screen with instant-on, mobile makes it easy for customers to “show, not tell”http://280.vc 8
  9. 9. Implications• Can build huge businesses faster than ever before• Huge direct impact on real-world businesses that haven’t been disrupted in the past – due to free distributionhttp://280.vc 9
  10. 10. Mobile Trends We’re Looking At• Intersection of the Real World and the Internet• Internet-Powered Hardwarehttp://280.vc 10
  11. 11. Have a Great Story• Starting with a great product• Makes it easier for your customers to help you! – customers – word of mouth via social media – advisors – fundraising, recruiting, introductions – friendshttp://280.vc 11
  12. 12. Elements of a Great Product• Delivers high value to users• Huge market• Easy to describe• Doesn’t require a lot of capital to test & initially scale• Wasn’t possible until recentlyhttp://280.vc 12
  13. 13. Great Products…• Enable Promotion – great products drive Word of Mouth and free PR• Enable Distribution – great products are welcomed by channels of distribution – great products leverage new channels like smartphones and the web• Enable Pricing – great products leverage new technologies keeps costs as low as possible – great products provide opportunities to disrupt conventional pricing strategieshttp://280.vc 13
  14. 14. Never Forget the Marketing Mix• Price• Product• Place (distribution)• PromotionWhat about the phrase “the best product doesn’t always win?”That’s becoming a lot less true with the rise of social media and its ability to amplify word of mouth about great productshttp://280.vc 14
  15. 15. @robconeybeer http://280.vchttp://280.vc 15
  16. 16. Rob ConeybeerManaging Director, Shasta Ventures @robconeybeer http://280.vc

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