More Related Content Similar to Marketing in a Post-PC World (20) Marketing in a Post-PC World1. © Copyright 2013 Holler Sydney. All Rights Reserved
Marketing in a
post pc world
Sept 2013
Mike Hill & Vlad Ivanovic
imedia@holler.com.au
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/
4. © Copyright 2013 Holler Sydney. All Rights Reserved
PC vs mobile
http://www.asymco.com/2013/07/18/the-pc-calamity/
5. © Copyright 2013 Holler Sydney. All Rights Reserved
Phone = computer
http://www.asymco.com/2013/08/20/the-last-frontier/
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. © Copyright 2013 Holler Sydney. All Rights Reserved
1. Centre everything around
customer journey mapping
8. © Copyright 2013 Holler Sydney. All Rights Reserved
Why it’s important
http://xkcd.com/1254/
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How to do it
Stages Awareness Research Consideration Purchase Advocate
Behavior
Barriers
Channels
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
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
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. © 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
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Who’s doing it
Homepage
uniques up
15%
Extending the
sporting
experience
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. © Copyright 2013 Holler Sydney. All Rights Reserved
3. Stop tapping people on the
shoulder, create value
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How you do it
Innovators Early
adopters
Chasm
Pragmatists Conservatives Skeptics
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. © 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
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4. Compare mobile vs web
Month 1 Month 2 Month 3 Month 4 Month 5
Mobile
Web
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5. Load time: ave & 95th %
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6. Use your worst user’s eyes
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7. Facebook is not a strategy
http://cdn.themetapicture.com/media/funny-Facebook-people-Fry-meme.jpg
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8. Work from your couch
http://a248.e.akamai.net/origin-cdn.volusion.com/tuetw.xbexr/v/vspfiles/photos/20010-6.jpg?1348070513
31. © Copyright 2013 Holler Sydney. All Rights Reserved
9. Execution over ideas
http://ih2.redbubble.net/image.4155986.5317/flat,550x550,075,f.jpg
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10. Start something
http://500px.com/photo/32733547
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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
Editor's Notes Global Smartphone shipments have overtaken feature phonesNote that the figures reported here are 100’s of millions shipped per quarterNokia was selling phones when they were in the mobile computing market, they died because they didn’t realise which market they were competing in, the same for blackberrySmartphone penetration in Aus was 37% in 2011 and went over 50% in 2012 http://blog.marginmedia.com.au/Our-Blog/bid/93665/Australian-Mobile-Marketing-Statistics Spend the majority of your time viewing your digital properties from your worst user’s POVYou should always budget to test on multiple devicesTry a blind reader! IPG – most attention in bed Don’t wait for your biblical moment of inspiration for a big idea that will change the world, it won’tInstagram won on execution – need to take learnings from sillicon valley and do the same