Mobile Bootcamp: State of the Industry

MOBILE BOOTCAMP: STATE OF THE INDUSTRY
October 20, 2013

Wednesday, October 23, 13

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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

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@august_west #imediasummit


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Special Mobile Consultant

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Chief Strategy Oﬃcer

Founder


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The Collective Factory is a group that helps agencies, brands and tech companies mobilize effectively.
Four Seasons is one of our clients
ResponsiveAds - Is the responsive design company for advertising. We provide a tool that lets creative agencies create one ad that
runs on all screens and all sizes thereby reducing creative production and more dynamic ads since it is all based on HTML

O Mobile Strategy
Where Art Thou?


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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?

Doing mobile is easy but like anything is tough at ﬁrst

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SITUATION ROOM:
BACKGROUND ON
MOBILE


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WHAT WE THINK WE KNOW

Some of you think you have mobile down. you might be saying to yourself

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I am using responsive design


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I have an app made


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Were “hanging ads
to drive app store
downloads.”


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“I HAVE MOBILE DOWN BUT...”


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THERE ARE A
FEW THINGS
EATING AT
OUR SUCCESS

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WHAT WE THINK IS EATING OUR SUCCESS

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

I and our esteemed panel are going to discuss these things.
These are the things we believe are eating mobile

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These things
are keeping us
distracted

These things are distractions.

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

•TARGETING
•TRACKING
•MEASUREMENT
•CREATIVE

Imagine for a second that these things have all been solved what then? What really is holding us back?

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WHAT IS REALLY
HOLDING US BACK
?

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WE THINK
SMALL

We tend to think small

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BUT NOT ON PURPOSE

but not on purpose

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HISTORY:
HOW WE GOT
TO HERE

Let’s go down to the crossroads and look back at how we got here.

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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

This the typical comms planning process. The consumer sits in the middle and the various media channels surround him

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SOUND GENIUS?

This sounds genius right?

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NO!
BECAUSE WE’RE
PLANNING MOBILE
AS A CHANNEL!
It sounds genius because its consumer centric.
But it’s not because we end up planning mobile as a channel
It WAS AWESOME when media was STATIC

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WHAT’S THE
CONSEQUENCE
OF THIS?


What’s the consequence of this?

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MISSED CONNECTIONS
Media becomes a mix of anonymous chance encounters

Missed connections. Media becomes a mix of anonymous chance encounters

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


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MOBILE, IT MAKES EVERYTHING:
TRANSACTIONAL

SOCIAL

LOCATION

IMMEDIATE

ANTICIPATION MEDIA
THE INTERNET OF THINGS

How is that possible?
What is causing missed connections? Four things that make mobile great

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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


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Here is that planning construct again. When you plan mobile as a channel you wind up with continuously missed
connections because were not leveraging THE FOUR AWESOME THINGS OF MOBILE to make our existing media work
harder!

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


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WE THINK IN SILOS

We do this because we think in silos

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WE OFTEN PUT
OURSELVES IN SILOS


I care about my TV brand or my Direct Marketing brand or Digital brand.
The only way consumers will care about your marketing is if you care about the brand

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

direct mail
TV
online marketing

in-store sales

sales


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


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Companies tend to have a lot of disparate systems that are not tied together and or can’t talk to each other
IT groups inside companies often tend to be put in the position of having to take compromise solutions instead of the best solution.
Marketing teams often feel like they are at the mercy of the IT group
Because much of our data sits in islands. When digital came along brands had antiquated systems so they built out new data islands
and centers to deal with these new tactics. And because nobody was telling them what the future would bring we acted in an adhoc way.
We built new solutions for new tactics and opportunities. The net result is we have a very disconnected view of our consumers

OR, WE LEARNED TO
PLAN THIS WAY


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Lot’s of reasons...


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PART OF IT IS THIS:
TRADITIONAL


In the beginning there was traditional media and life was good. Digital came along the old guys and gals in the room
couldn't be bothered with digital. Digital was a FAD

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PART OF IT IS THIS:
TRADITIONAL

DIGITAL

In the beginning there was traditional media and life was good. Digital came along the old guys and gals in the room couldn't be
bothered with digital. Digital was a FAD

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PART OF IT IS THIS:
TRADITIONAL

DIGITAL

MOBILE


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Now mobile has come along and we are repeating the same thing all over again with mobile. we are outsourcing it. There
has been some normalization within agencies over the last year for the most part a lot of this is still being outsourced
instead of learned internally


WHAT IS THE
WAY FORWARD?
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MOBILE AS PLATFORM
Think Of It As A Mule
Eh, What’s a Mule?


What is a mobile as a platform? What is a mule? A beast created by crossing two things that were not meant to
go together. Like peanut butter and chocolate. Think of mobile as a mule. Adding mobile to any channel instead
of it being used separately makes that channel better. Like peanut butter and chocolate. Or a donkey and a
horse.

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1+1 = 3

make your media work harder
1+1 = 3
ADD MOBILE TO ANY MEDIA CHANNEL AND YOU GET SOMETHING GREATER THAN THE INDIVIDUAL PARTS
LIKE PEANUT BUTTER
AND CHOCOLATE ->

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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

If we think about the phone being the consumer then we put the phone in the middle and we wind up in a world of continuos
connections

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MOBILE AS PLATFORM
=

CONTINUOUS CONNECTIONS
FOR ALL MEDIA

win with continuous connections. Make your media work harder. make more with
less

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THINK DIFFERENT:
The Phone IS The Consumer


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WHY SHOULD YOU CARE?


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MO MONEY


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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)

Sales typically increase by about 20% when mobile is applied across all media channels. It works by eliminating waste. Consumers have the chance to act impulsively across all media now. The transactional device in their hands makes
that possible

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OK, HELP ME DO THIS


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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

STOP THINKING OF MOBILE AS A CHANNEL

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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


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IN-SOURCE
LEARN TO DO THIS YOURSELF

in more practical
terms

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WORK ACROSS ALL TEAMS
TRADITIONAL

DIGITAL

MOBILE


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AND INCLUDE:
Operations, IT, Etc.


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ORGANIZATIONAL
STRATEGIES

lets look at
brands

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IT MIGHT NOT BE EASY

this won’t be an easy
thing

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

Walmart has done well but it was VERY
painful

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

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WHAT’S A GOOD FIRST STEP?

where might be a good place to start?

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MOBILIZE INTERNALLY
Create a cross company task force
Mobilize internal processes

keep doing what you do externally but try doing something internally that involves working with Operations
Try mobilizing internal systems like time sheets, reports and the like

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Demonstrate The Efficiencies Gained
Through Internal Mobilization


you both will learn something

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BRING IN OUTSIDE HELP TO ACT AS NEUTRAL GROUND
 

 

A Mobilizing
Workshop

Bring in outside help to act as intermediaries and cool any possible internal turf wars

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Net Result Will Be A Complete
Change Of Your Marketing


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Think of it as a recipe. When you ﬁrst try to do something you actually don’t know what you don’t know. When you get the recipe
you then know what you don’t know so you follow the instructions. After you do the recipe a number of times you no longer need the
recipe because you have become a unconscious expert. When you look at Jazz musicians they move even further into
improvisation. They are such unconscious experts that they are able to be creative on the ﬂy. You guys are all geniuses at your
current jobs> Trying to cook something new can be a challenge.

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."

Here is that process I was just talking about

"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

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THE CASE FOR THIS LEARNING CURVE
HILTON STARTED HERE

AND ARE NOW 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


The case study for this kind of process. The left is what makes 56% of you to think operations does not understand you.
It’s not true though. This is the IT process

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RESPONSIVE DESIGN DOMINATES NOW
simple 4 years ago

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


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The same thing is happening all over again. Responsive Design has been hailed as the savior for marketers. It’s not: WD
by itself does not address the differing content strategies for device based on context (time, location, user, etc.). It is
however a great evolution. Certainly better than what is on the left

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


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


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Mobile Bootcamp: State of the Industry

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