This is a very short 7-8 minute presentation I gave on a panel at adtech this past month. The main thrust of this POV is that the internet is everywhere and if we don't adopt that strategy then we will fail. The implication is mobile and connected devices need to be thought of as a platform instead of another planning channel. Many refer to this as Mobile First but I prefer Mobile led Omni Channel Planning. The reason for this is many in the tech industry are still thinking in silos but because of the popularity of mobile say do mobile first. Hence the name Mobile First.

1. MOVING ON MOBILE
HOW CRM
CHANGES
EVERYTHING IN LESS
THAN 10 MINUTES
APRIL 9, 2013
@august_west
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2. THE ROOTS OF
CRM CHANGE
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3. The Internet IS NOW
The Internet IS NOW EVERYWHERE E

4. The Internet IS part of EVERYTHING
INTERNAL EXTERNAL
(ENTERPRISE) (ENTERPRISE)
+
CONSUMER EXTERNAL SYSTEMS

5. INFORMATION:
BITS FREE OF SPACE AND
TIME THAT CHANGES
BASED ON USER NEED

6. EVERYTHING
BECOMES
CRM
- Can’t Really Make it without mobile -

7. THE CASE
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8. BEFORE INTERNET EVERYWHERE
TRAVEL LIFECYCLE
Post
Sell Pre-Arrival
Departure

9. AFTER INTERNET EVERYWHERE
Dream
Re-live & Shop &
Share Consider
Departure
Book /
TRAVEL
Reserve
STAGES
Stay & Plan &
RE-DEFINED
Enjoy Prepare
Arrival / Transit /
Welcome En route

10. CHANGE
WHAT DO YOUR
COMMUNICATIONS LOOK
LIKE WITH INTERNET
EVERYWHERE?

11. PLATFORM NOT CHANNEL
Data the brand knows about the
user + third party intelligence
ONLINE
PRODUCT TV The User:
• Time/Space
• Device Type/Cognitive
• Emotional - Desires and needs
EMAIL PRINT
TIME/SPACE COGNITIVE
Media Types
RADIO EVENT
EMOTIONAL
DM IN-
STORE
OOH
BRAND
BRAND CAN NOW
ASCERTAIN INTENT
The connector of media, user, REGARDLESS OF
time/space and brand MEDIA CHANNEL

12. IMPLEMENTATION
IMPLICATIONS
FOR YOU

13. STOP THINKING IN SILOS

14. TAKE YOUR DATA OUT OF ISLANDS
email
direct mail
online marketing
in-store sales
TV sales

15. CONTENT STRATEGIES
AND EXPERIENCES TO
ADDRESS THE CURRENT
USER NEED STATE

16. EXAMPLE:
Devices NOW conform to the
needs of users: How come your
communications don’t?

17. ONE TEAM
ON-BOARD
OR
FIRE
YOUR IT STAFF

18. THANK YOU!
• Gene Keenan
• M. 415.218.7369
• hello@thecollectivefactory.com
• @august_west
• Linkedin.com/in/genekeenan