Connecting Mobile Now and Future
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The impact of mobile on emerging and future channels
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Connecting Mobile Now and Future
- 1. ! !Connecting Mobile:! ! !Now and in the future!
- 2. mark.brill@brandemotivity.com! !About me! @marktxt4ever // @brandemotivity! txt4ever.wordpress.com! 20 years in digital! Mobile Strategy! 9 years in mobile! & Innovation! Senior Lecturer Chair of DMA in Mobile Council Future Media! Chair of DMA @myfuturemedia! Awards!
- 3. Some of the brands ! we work with!
- 4. Today’s landscape is divided! Smartphone Adopters! High adoption rates have seen massive explosion in the market for the mobile internet and apps! Mass Market! Many devices are still base around simple calling and texting with small screens and slow connections!
- 7. Every second 4.6 iphones and 8.1 Android devices are sold.! 4.2 babies are born every second.!
- 8. 54%! of Facebook users access from mobile!
- 9. More people in China access the internet from mobile than fixed lines!
- 10. 13%! of US retail traffic comes from mobile devices!
- 11. Twitter makes more money from mobile ads than from desktop!
- 12. 10%! of media time is spent in mobile devices! ! 7%! of media time is spent in print! !
- 13. More stats?! !
- 14. !The rise of the convergent device!
- 15. What does this mean for brands?! If you’re not in mobile then, for many users, you just won’t exist! !
- 16. How do you define mobile marketing! ?! !
- 17. Some people think it’s the technologies! SMS/ Responsive MMS Messaging IM Mobile Independant Web Push Native Microsite Bluetooth Alert Apps Functional: QR/AR Proximity WiFi Utility/ Social NFC Media (here’s a quick guide)!
- 18. But technology is only a tool to deliver brand engagement! !
- 19. Many brand say: ! ‘We want an app!’! ! !but what they need is a strategy! !
- 20. !ASOS has a brand platform!
- 21. So does this French supermarket!
- 22. An app can be tactical!
- 23. It can wake !you up in the morning!
- 24. The mobile web is ! also important ! for brands!
- 25. Mobile web is a brand hygiene factor …!
- 26. It can deliver a rich, tactical experience!
- 27. So what does the future ! hold for mobile?!
- 28. We can’t always predict the future! ‘Do you think that computers will be radios, stereos, things like that?’ ‘No, I think they’ll just be computers’ Steve Jobs, 1990
- 29. But this isn’t it!! h/p://www.youtube.com/watch?v=9SJsk1L2RUg
- 30. The future of mobile is about making connections!
- 31. With the fall of old media comes the rise of the new!
- 32. h8p://www.facebook.com/fordfiesta/app_114120472024228 !Content and !co-creation! h/p://unlocked.footlocker.com/blog/2012/07/05/kickstagram-‐photo-‐gallery/
- 33. Data will take new forms (good or bad)! h/p://www.youtube.com/watch?v=A2a_oaZX1Yg
- 34. Advertising will be more targeted (like it or not)!
- 35. !Especially location ! ! ! ! !50% ! !of Google’s mobile !searches have !location intent! !
- 36. !Location targeting can be fun! h/p://vimeo.com/44351185 Slide § 36
- 37. !SoMoLo is for every brand! h/p://therealSmereport.com/ 2011/04/05/innovaSve-‐ markeSng-‐via-‐foursquare-‐dog-‐ food-‐dispensing-‐billboard/
- 38. !Or maybe not …! h/p://www.youtube.com/watch?v=pqHWAE8GDEk
- 41. Audio connects adverJsing h/p://www.youtube.com/watch?v=WEXN9sdW_SE
- 43. !They can pop up anywhere! h/p://www.youtube.com/watch?v=dTk_9pmqspE
- 45. !Mobile connects products! h/p://www.youtube.com/watch?v=TcJAyjkkGs
- 46. h8p://www.youtube.com/watch?v=zRxNmu5w1UE ConnecJons become fricJonless (and fashionable)
- 47. The wheel is reinvented!
- 49. The future will feel different
- 51. Everything becomes a screen h/p://www.youtube.com/watch?v=g7_mOdi3O5E
- 52. We’ve come a long way
- 53. As consumers we are moving to a smart world!
- 54. Brands need to think … how can mobile help us connect better?!