Welcome by Mobile Bootcamp Host: "State of the Industry"

MOBILE BOOTCAMP: STATE OF THE INDUSTRY
October 20, 2013

HELLO

• 17 Years in Advertising
• 12 Years in Mobile
• Founding Member of Mobile Marketing Association
• Mobi Magazine: Top 10 Thinker In Mobile
• Top 100 People to Have Lunch With: Media Magazine

2

@august_west #imediasummit

Special Mobile Consultant

3


Chief Strategy Ofﬁcer

Founder

O Mobile Strategy
Where Art Thou?


You seek a great fortune... You will find a
fortune, though it will not be the one you
seek. But first... first you must travel a long
and difficult road, a road fraught with peril.
- Blind Seer, O Brother, Where Art Thou?


SITUATION ROOM:
BACKGROUND ON
MOBILE


WHAT WE THINK WE KNOW


I am using responsive design


I have an app made


Were “hanging ads
to drive app store
downloads.”


“I HAVE MOBILE DOWN BUT...”


THERE ARE A
FEW THINGS
EATING AT
OUR SUCCESS

WHAT WE THINK IS EATING OUR SUCCESS

•TARGETING
•CREATIVE
•MEASUREMENT
•TRACKING
(Particularly app
download tracking)


These things
are keeping us
distracted


LET’S ASSUME FOR A
MINUTE THAT THESE
ARE ALL SOLVED
WHAT NEXT?


•TARGETING
•TRACKING
•MEASUREMENT
•CREATIVE

WHAT IS REALLY
HOLDING US BACK
?

WE THINK
SMALL


BUT NOT ON PURPOSE


HISTORY:
HOW WE GOT
TO HERE


CONSUMER SURROUNDED
BY MEDIA CHANNELS

TYPICAL COMMS
PLANNING
PROCESS:

Direct Mail

On-Product

In-Store
Print
Tablet

Consumer is in
the middle

TV
Computer
OOH
Event

Radio
Phone


SOUND GENIUS?


NO!
BECAUSE WE’RE
PLANNING MOBILE
AS A CHANNEL!

WHAT’S THE
CONSEQUENCE
OF THIS?


MISSED CONNECTIONS
Media becomes a mix of anonymous chance encounters


HOLD ON A SECOND!!!
What Makes Mobile Great Exactly?


MOBILE, IT MAKES EVERYTHING:
TRANSACTIONAL

SOCIAL

LOCATION

ANTICIPATORY MEDIA
THE INTERNET OF THINGS


IMMEDIATE

Event

DR Mail
TRANSACTIONAL

Computer

MOBILE AS
CHANNEL =
CONTINUOUSLY
MISSED
CONNECTIONS

SOCIAL

On Prod

Person

PROVIDES
LOCATION

Tablet

Phone
MOBILE
PERMANENT
CONNECTION

TV
OOH

Radio


Print

In-Store

WHAT?!?!?
Why do we do this?!?!?!?!?


WE OFTEN PUT
OURSELVES IN SILOS

FOR BRANDS IT’S OFTEN BECAUSE
OUR DATA SITS IN ISLANDS
email

direct mail
TV
online marketing

in-store sales


nd conﬁdential. Not for distribution. The Collective Factory LLC. 2012

sales

OR, WE LEARNED TO
PLAN THIS WAY


Lot’s of reasons...


PART OF IT IS THIS:
TRADITIONAL


PART OF IT IS THIS:
TRADITIONAL


DIGITAL

PART OF IT IS THIS:
TRADITIONAL


DIGITAL

MOBILE


WHAT IS THE
WAY FORWARD?

MOBILE AS PLATFORM
Think Of It As A Mule
Eh, What’s a Mule?


1+1 = 3


Event

DR Mail
TRANSACTIONAL

Computer
SOCIAL

MOBILE AS
PLATFORM
Continuous
Connections

Phone
=
Person

On Prod

PROVIDES
LOCATION

Tablet

Phone
MOBILE
PERMANENT
CONNECTION

Phone

TV

OOH

Radio


Print

In-Store
In-Store

MOBILE AS PLATFORM
=

CONTINUOUS CONNECTIONS
FOR ALL MEDIA


THINK DIFFERENT:
The Phone IS The Consumer


WHY SHOULD YOU CARE?


MO MONEY


OMNI-CHANNEL WITH MOBILE = MORE MONEY

AUDIENCE SIZE CAN INCREASE BY

135%

CONSUMER DROP OFF CAN IMPROVE BY

20%

OVERALL CONVERSIONS CAN INCREASE BY

19%


Source: Insight Express Mobility Study (blinded)

OK, HELP ME DO THIS


Event

DR Mail
TRANSACTIONAL

Computer
SOCIAL

FOR
STARTERS:

On Prod

Person

PROVIDES
LOCATION

Tablet

Phone

Stop Doing
This->

MOBILE
PERMANENT
CONNECTION

TV
OOH

Radio


Print

In-Store

Event

DR Mail
TRANSACTIONAL

Computer
SOCIAL

FOCUS ON
GETTING TO
HERE ->

On Prod

Phone = Person

PROVIDES
LOCATION

Phone

Tablet

Phone
MOBILE
PERMANENT
CONNECTION

TV
OOH

Radio


Print

In-Store
In-Store
In-Store

IN-SOURCE
LEARN TO DO THIS YOURSELF


WORK ACROSS ALL TEAMS
TRADITIONAL


DIGITAL

MOBILE

AND INCLUDE:
Operations, IT, Etc.


ORGANIZATIONAL
STRATEGIES


IT MIGHT NOT BE EASY


“WE COULD NOT HAVE DONE
MOBILE WITHOUT A FULL
COMPANY FIGHT”
Wendy Bergh Director, Mobile & Digital Strategy
Walmart Global eCommerce


THE GOOD NEWS IS
THE SOLUTIONS ARE
RIGHT IN FRONT OF
US

WHAT’S A GOOD FIRST STEP?


MOBILIZE INTERNALLY
Create a cross company task force
Mobilize internal processes


Demonstrate The Efficiencies Gained
Through Internal Mobilization


BRING IN OUTSIDE HELP TO ACT AS NEUTRAL GROUND
!

A Mobilizing
Workshop


!

Net Result Will Be A Complete
Change Of Your Marketing


THE LEARNING CURVE
Work on mobile with IT this way:
They understand this process. It’s
about starting simple and
learning.

UNCONSCIOUS
COMPETENCE
"What, you say I did something well?"
The final stage of learning a skill is
when it has become a natural part of
us; we don't have to think about it.

CONSCIOUS
COMPETENCE
CONSCIOUS
INCOMPETENCE
UNCONSCIOUS
INCOMPETENCE
"I don't know that I don't
know how to do this."


"I know that I know how to do this."
This stage of learning is much easier
than the second stage, but it is still a
bit uncomfortable and self-conscious.

"I know that I don't know
how to do this, yet."

SOURCE: http://processcoaching.com/fourstages.html

THE CASE FOR THIS LEARNING CURVE
HILTON STARTED HERE
HISTORY
•
•
•
•
•
•
•

Hilton needs mobile site
IT uses a “screen scraping”
technology
(6 weeks to execute)
Gets to market quickly
Marketing learns what their
customers really want
IT looks at more viable solutions
API’s are created to service mobile
New site gets created

TIMELINE - TWO YEARS


AND ARE NOW HERE

RESPONSIVE DESIGN DOMINATES NOW
simple 4 years ago

simple today
Responsive Design IS an
evolution not the final
destination of good
mobile


THE POINT:
Start Simple.
Work with your internal
groups and you will become an
unconscious expert in no time.


Want More?
http://www.slideshare.net/genekeenan1/presentations
Download:
“Connected Media Planning Framework”


BEFORE WE CUT T
HIS RECORD,
THERE IS ONE MO
RE THING...

A NEW REVOLUTION JUST BEGAN


2014 - SMARTPHONE BECOMES “ALL KNOWING”

Before
9/20/2013
The “unaware”
smartphone

before sept.
20, 2013
70

The 1984
Moment:
The Phone
becomes All
Knowing

After 9/20/2013
The “All
Knowing”
smartphone

The Context Chip


after
sept. 20, 2013

WHAT THE PHONE KNOWS: PAST AND PRESENT
iPhone 1

2007

Bluetooth 2.0

Accelerometer

iPhone 3G

2008

GPS

iPhone 3GS

2009

Compass

Bluetooth 2.1

iPhone 4

2010

GyroScope

iPhone 4S iPhone 5

2011

2012

Bluetooth 4.0
Low Energy

PHONE
SENSORS

Magnemeter

LIMITATIONS OF THIS MODEL
(DATA IS NOT CONSTANTLY COLLECTED IN BACKGROUND)
PERMA CONNECTION


iPhone 5S

2013

Apple M7
(ContextChip)
Background
Collection of sensor
data

Inclinometer
Software

??

2014
THE NEXT
PHASE OF
MOBILITY
BEGINS

APPLE
Readies
Wearable
Market

NO LIMITATIONS

MONEY TRANSACTIONS

DATA
COLLECTION
LAYER

SOCIAL

TRANSACTIONAL
LAYER

WHAT DOES THIS MEAN TO ME?


+

73


WEARABLE COMPUTING

KILLER MARKETING OPPORTUNITIES


WHAT IS AN IBEACON?
•Monitors Location! Location!
(EVEN IF PHONE IS ASLEEP)
•INSANE Accuracy

+

iOS
Device


=

Location!

WHAT IS IT GOOD FOR? SENSOR BASED MARKETING:
UNLIMITED OPPORTUNITIES

Check-In Based
Coupons and Offers

Where You Are
Exactly Indoors

Contactless
Payment
Proximity
Marketing

77


HOW ACCURATE ARE THESE SENSORS?

VERY ACCURATE!

How valuable
would it be to know
your best customer
is in your store
NOW?

Restaurant Seating Chart


ARE YOU GETTING IT?


YES! YES! YES!


Welcome by Mobile Bootcamp Host: "State of the Industry"

Welcome by Mobile Bootcamp Host: "State of the Industry"

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