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Marketing in a Post-PC World

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10 practical pieces of advice on how to manage their communications strategies in a mobile world.

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Marketing in a Post-PC World

  1. 1. © Copyright 2013 Holler Sydney. All Rights Reserved Marketing in a post pc world Sept 2013 Mike Hill & Vlad Ivanovic imedia@holler.com.au
  2. 2. © Copyright 2013 Holler Sydney. All Rights Reserved Note: all links, videos & references @ our blog hollerlabs.wordpress.com/201 3/08/30/marketing-in-a-post- pc-world/
  3. 3. © Copyright 2013 Holler Sydney. All Rights Reserved Business context
  4. 4. © Copyright 2013 Holler Sydney. All Rights Reserved PC vs mobile http://www.asymco.com/2013/07/18/the-pc-calamity/
  5. 5. © Copyright 2013 Holler Sydney. All Rights Reserved Phone = computer http://www.asymco.com/2013/08/20/the-last-frontier/
  6. 6. © Copyright 2013 Holler Sydney. All Rights Reserved Facebook announce mobile ad rev up 76% to 41% total* Unlock mobile, unlock $ *http://business.time.com/2013/07/25/facebook-shares-skyrocket-as-social-giant-hits-mobile-stride/ Share price up 20% in 1 day
  7. 7. © Copyright 2013 Holler Sydney. All Rights Reserved 1. Centre everything around customer journey mapping
  8. 8. © Copyright 2013 Holler Sydney. All Rights Reserved Why it’s important http://xkcd.com/1254/
  9. 9. © Copyright 2013 Holler Sydney. All Rights Reserved How to do it Stages Awareness Research Consideration Purchase Advocate Behavior Barriers Channels
  10. 10. © Copyright 2013 Holler Sydney. All Rights Reserved Rail Europe e.g.
  11. 11. © Copyright 2013 Holler Sydney. All Rights Reserved Who’s done it – services Apple Passbook users 2X annual spend Mapping & building with customers, in store Re-imagine window shopping
  12. 12. © Copyright 2013 Holler Sydney. All Rights Reserved Who’s done it – media
  13. 13. © Copyright 2013 Holler Sydney. All Rights Reserved Whattodonext Short term • Create a CJM with your team/agencies Medium term • Brief your creative/media agencies to overcome one barrier in CJM • Integrate results back into your CJM Long term • Correlate customer behavior with store visits and other channels • Continue to focus on the CJM for planning http://500px.com/photo/28555661
  14. 14. © Copyright 2013 Holler Sydney. All Rights Reserved 2. Be water my friend
  15. 15. © Copyright 2013 Holler Sydney. All Rights Reserved Why it’s important
  16. 16. © Copyright 2013 Holler Sydney. All Rights Reserved How you do it – clientDesign Content Functionality Media • Typography • Grids • Action states • Geo-data • Accelerometer • Touch • Location (in/out store) • Accessibility • Video • Retina images • Assets (CS, JS files) • Load times
  17. 17. © Copyright 2013 Holler Sydney. All Rights Reserved How you do it – server MyBusiness.com Web iOS app Google Glass Milk cartonAdmin system Products Customers Payments/salesAnalytics
  18. 18. © Copyright 2013 Holler Sydney. All Rights Reserved Who’s doing it Homepage uniques up 15% Extending the sporting experience
  19. 19. © Copyright 2013 Holler Sydney. All Rights Reserved Whattodonext Short term • Review mobile visitors to your site • Make 3 key actions on site responsive Medium term • Make your web properties responsive • Have page load times a critical KPI Long term • Unbundle your business data into services • Build an integrated interface to the services • Ensure all digital properties get their information from the interface http://500px.com/photo/27767887
  20. 20. © Copyright 2013 Holler Sydney. All Rights Reserved 3. Stop tapping people on the shoulder, create value
  21. 21. © Copyright 2013 Holler Sydney. All Rights Reserved Why it’s important
  22. 22. © Copyright 2013 Holler Sydney. All Rights Reserved How you do it Innovators Early adopters Chasm Pragmatists Conservatives Skeptics
  23. 23. © Copyright 2013 Holler Sydney. All Rights Reserved Who’s done it Equip division +18% profit @ launch Service driving campaign creative 1M downloads, $9B transactions
  24. 24. © Copyright 2013 Holler Sydney. All Rights Reserved Whattodonext Identify key customer needs through CJM Create service/product hypothesis around key customer needs • Problem, distribution, demand creation hypothesis • Identify innovator segment within your customers • Test hypothesis with these customers • Launch phase one product http://www.21stcenturylearningalliance.org/21CLAv2/wp- content/uploads/2010/06/test-tube-chemicals-beaker1.jpg
  25. 25. © Copyright 2013 Holler Sydney. All Rights Reserved Lightning round
  26. 26. © Copyright 2013 Holler Sydney. All Rights Reserved 4. Compare mobile vs web Month 1 Month 2 Month 3 Month 4 Month 5 Mobile Web
  27. 27. © Copyright 2013 Holler Sydney. All Rights Reserved 5. Load time: ave & 95th %
  28. 28. © Copyright 2013 Holler Sydney. All Rights Reserved 6. Use your worst user’s eyes
  29. 29. © Copyright 2013 Holler Sydney. All Rights Reserved 7. Facebook is not a strategy http://cdn.themetapicture.com/media/funny-Facebook-people-Fry-meme.jpg
  30. 30. © Copyright 2013 Holler Sydney. All Rights Reserved 8. Work from your couch http://a248.e.akamai.net/origin-cdn.volusion.com/tuetw.xbexr/v/vspfiles/photos/20010-6.jpg?1348070513
  31. 31. © Copyright 2013 Holler Sydney. All Rights Reserved 9. Execution over ideas http://ih2.redbubble.net/image.4155986.5317/flat,550x550,075,f.jpg
  32. 32. © Copyright 2013 Holler Sydney. All Rights Reserved 10. Start something http://500px.com/photo/32733547
  33. 33. © Copyright 2013 Holler Sydney. All Rights Reserved Thank you Vlad Ivanovic, Digital Strategist Mike Hill, CEO Office +61 2 9469 5954 Suite 5, 30 Boronia Street Redfern NSW 2016 @vladiim vlad.ivanovic@holler.com.au imedia@holler.com.au

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