iStrategy AMS 2011 - Paul Berney, Mobile Marketing Association

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iStrategy Amsterdam 2011 : Paul Berney, CMO, Mobile Marketing Association - Building a Strategy for Mobile (Day Two - Split Stream Interactive Workshops)

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Building a strategy for mobile
iStrategy, Amsterdam 2011

Paul Berney CMO & MD EMEA
Mobile Marketing Association

Mobile Marketing Association

What I will talk about What I will not talk about

MARKETING TECHNOLOGY

Mobile Marketing Association

Let’s agree two things
before we start

Mobile Marketing Association

Why do you need to include mobile?

Because consumers are mobile and
brands are following them

Mobile Marketing Association

Mobile strategy:

“We need an iPhone app”

Really?
Mobile Marketing Association

Just
checking…

What
are
the
main
drivers
of
mobile
marke8ng?

Mobile Marketing Association

These changes “stack up”
on top of each other
Data
tariﬀs

Handsets

Speed
3G

Marke8ng
challenges

Economic
change

Industry
promo8on

Consumer
behaviour

Technological
convergence

Mobile Marketing Association

Behavioural change

Mobile Marketing Association

Consumer expectations

Mobile Marketing Association

Just
checking…

Where
does
mobile
ﬁt
in
the
marke8ng
mix?

Mobile Marketing Association

mobile marketing

Digital Traditional
marketing marketing

Mobile Marketing Association

Integration is essential

Mobile Marketing Association

“Consumers expect a seamless
multichannel experience”

Thomas Marzano, Philips….at about 09:23 yesterday

Mobile Marketing Association

What
is
mobile
marke8ng
being
used
for?

Mobile Marketing Association

What
does
mobile
add
that
is
diﬀerent?

Mobile Marketing Association

Contextual
Relevance
Who? Where? When? What?

Mobile Marketing Association

Three
approaches
to
crea8ng

a
strategy
for
mobile.

1.
Think
of
the
future

Mobile Marketing Association

“I
skate
to
where
the
puck's

going,
not
to
where
it
has
been.”

Wayne
Gretsky
–
Ice
Hockey
legend

Mobile Marketing Association

Imagine a future where 50% of
your business relies on the mobile
channel.

What would that look like?

Mobile Marketing Association

Digital natives Digital immigrants

(SOME OF) YOU ME

Mobile Marketing Association

Three
approaches
to
crea8ng

a
strategy
for
mobile.

2.
Map
the
customer
journey

Mobile Marketing Association

Awareness

Advocacy

Mobile Marketing Association

Engagement
Purchase
Rela1onship

Awareness
Considera1on
Consump1on
Advocacy

Mobile Marketing Association

And as we heard, customer journeys
are not linear…..

Mobile Marketing Association

Map the touch points and
understand how mobile can
extend and enhance, not
replace other channels

Mobile Marketing Association

Three
approaches
to
crea8ng
a

strategy
for
mobile.

3.
Something
more
tradi8onal?

Mobile Marketing Association

1. Business
objective

9. Improve 2. Research

8. Measure 3. Customer
results insight

7. Execution 4. Targeting

6. Concept 5. Strategy

Mobile Marketing Association

Some
considera8ons
to
include
in
your
strategy

for
mobile
marke8ng

Mobile Marketing Association

“If you wish to persuade me, you
must think my thoughts, feel my
feelings, and speak my words.”
Cicero 80BC

Mobile Marketing Association

Creativity is still vital

Mobile Marketing Association

Similar but different

Mobile Marketing Association

“It is easier to be repeatedly
useful than it is to be
repeatedly entertaining”

Rory Sutherland - Ogilvy

Mobile Marketing Association

Fast

A familiar dilemma
Cheap

Quality

Mobile Marketing Association

..with a digital twist

Cost
Targeted Scale
Effective

Mobile Marketing Association

Real time interaction allows for
real time response….

Mobile is a two way channel

Mobile Marketing Association

Channel choice

Convenience
need &
control

Mobile Marketing Association

Understand
your
own
capabili8es….and
your

partners

Strategy

Crea8ve

Execu8on

Mobile
Analy8cs
&
Measurement

Mobile Marketing Association

Execu8on
is
cri8cal

Strategy

Crea8ve
Mobile
PlaRorm

Execu8on
Development

Aggrega8on

Content
crea8on
&
Short
Code

Mobile
Analy8cs
&
Measurement
licensing
leasing

Mobile Marketing Association

You
have
op8ons

AGENCY
PLATFORM
IN-‐HOUSE
HYBRID

Strategy

Crea8ve

Execu8on

Mobile
Analy8cs
&
Measurement

Mobile Marketing Association

“The most profound technologies
are those that disappear. They
weave themselves into the fabric
of everyday life until they are
indistinguishable from it”

Mark Weiser – Xerox PARC

Mobile Marketing Association

Thank you.

Any questions?

Mobile Marketing Association

Contact

Paul
Berney

Chief
Marke8ng
Oﬃcer
&
Managing
Director,
Europe,
Middle
East
&
Africa

123
Pall
Mall,
London,
SW1Y
5EA

O:
+44
203
376
9455

M:
+44
7753
566
441

paul.berney@mmaglobal.com

www.mmaglobal.com

twi_er
PAULBMMA

h_p://uk.linkedin.com/pub/paul-‐berney/1/71a/898

Chartered
Fellow
of
the
Ins8tute
Business
Leader
in

Ins8tute
of
Member
of
CMO
Council
of
Direct
Marke8ng
Mentor
for

The
Marke8ng
Society

Marke8ng
The
Marke8ng
Academy

Mobile Marketing Association

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