This document discusses challenges with mobile marketing and provides recommendations for overcoming those challenges. It notes that agencies and brands often think of mobile as just another channel rather than a platform. This results in missed connections between marketing efforts. It recommends that agencies and brands stop planning mobile separately and instead integrate it across all marketing efforts to create continuous connections. For brands, the document recommends breaking down silos between different departments and data sources to allow for more coordinated, omni-channel campaigns. A good first step is for marketing to work directly with IT to better understand operational challenges and for IT to learn the value marketing provides.

1. 06/13/2013
MORNING BREAKFAST
Mobile
JUNE 2013
Gene Keenan
Sunday, June 16, 13
Hello

2. WHAT’S
STOPPING
MOBILE?
Sunday, June 16, 13
In 5 minutes were going to look at what’s stopping (eating) mobile.

3. WHAT’S
EATING
MOBILE?
Sunday, June 16, 13
In 5 minutes were going to look at what’s stopping (eating) mobile.

4. THE AGENCY PERSPECTIVE
Sunday, June 16, 13
The agency perspective on this

5. TCF
THE THINGS WE THINK ARE EATING MOBILE
•TARGETING
•TRACKING
•MEASUREMENT
•CREATIVE
http://s3.amazonaws.com/pre.good.is/goodfinder/original/17979_1280-eating-
habits.jpg
Sunday, June 16, 13
I and our esteemed panel are going to discuss these things.
These are the things we believe are eating mobile

6. TCF
UPPER
LOWER
6
These things
are keeping us
in the weeds
Sunday, June 16, 13
But really. These things are just keeping us in the weeds

7. TCF
•TARGETING
•TRACKING
•MEASUREMENT
•CREATIVE
LET’S ASSUME FOR A
MINUTE THAT THESE
ARE ALL SOLVED
WHAT NEXT?
Sunday, June 16, 13
Imagine for a second that these things have all been solved what then?

8. TCF
WHAT IS REALLY
HOLDING US BACK?
Sunday, June 16, 13

9. TCF
AGENCIES
BRANDS
TWO THINGS:
Sunday, June 16, 13
The truth is it’s Agencies and Brands that are eating mobile

10. TCF
AGENCIES
ME/YOU/US
Sunday, June 16, 13
First, lets look at ourselves: agencies

11. TCF
AS AGENCIES
WE THINK
SMALL
Sunday, June 16, 13
As agencies we think small

12. TCF
CONSUMER SURROUNDED
BY MEDIA CHANNELS
On-Product
Direct Mail
In-Store
Event
Radio
OOH
Print
Phone
Computer
Tablet
TV
TYPICAL COMMS
PLANNING
PROCESS:
Consumer in
the middle
Sunday, June 16, 13
We think small because we use this planning process

13. TCF
WE PLAN
MOBILE
AS A
CHANNEL
Sunday, June 16, 13
It sounds genius because its consumer centric.
But it’s not because we end up planning mobile as a channel

14. TCF
WE THINK IN SILOS
Sunday, June 16, 13
We do this because we think in silos

15. WE LEARNED TO
PLAN THIS WAY
Sunday, June 16, 13
Partly because we learned to plan this way.
We learned this way because before there was digital...

16. TCF
TRADITIONAL
Sunday, June 16, 13
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

17. TCF
TRADITIONAL DIGITAL
Sunday, June 16, 13
so digital grew by itself and for the past ten years the big traditional shops have been eating the digital shops but
keeping them largely separate keeping old paradigms in place

18. TCF
TRADITIONAL DIGITAL MOBILE
Sunday, June 16, 13
Now doing the same thing all over again with mobile.
Big guys are eating mobile shops up just as they ate up digital shops

19. WHAT’S THE
CONSEQUENCE
OF THIS?
Sunday, June 16, 13
What’s the consequence of this?

20. MISSED CONNECTIONS
Sunday, June 16, 13
Broken Connections

21. TCF
IT MAKES EVERYTHING:
TRANSACTIONAL SOCIAL LOCATION IMMEDIATE
WHAT MAKES MOBILE GREAT?
THE INTERNET OF ALL THINGS
Sunday, June 16, 13
How is that possible?
What is causing missed connections? Four things that make mobile great

22. TCF
TV
Tablet
Computer
Event
DR Mail
On Prod
Phone
OOH
Radio
Print
In-Store
PROVIDES
LOCATION
TRANSACTIONAL
SOCIAL
MOBILE
PERMANENT
CONNECTION
Person
MOBILE AS
CHANNEL =
CONTINUOUSLY
MISSED
CONNECTIONS
Sunday, June 16, 13
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!

23. MOBILE AS PLATFORM
=
MULE
Sunday, June 16, 13
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.

24. ADD MOBILE TO ANY
MEDIA CHANNEL AND
YOU GET SOMETHING
GREATER THAN THE
INDIVIDUAL PARTS
LIKE PEANUT BUTTER
AND CHOCOLATE ->
Sunday, June 16, 13
make your media work harder

25. TCF
TV
Tablet
Computer
Event
DR Mail
On Prod
Phone
Radio
Print In-Store
MOBILE
PERMANENT
CONNECTION
PROVIDES
LOCATION
TRANSACTIONAL
SOCIAL
Phone = Person
OOH
MOBILE AS
PLATFORM
CONTINUOUS
CONNECTIONS
Sunday, June 16, 13
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

26. TCF
CONTINUOUS CONNECTIONS
MOBILE AS PLATFORM =
FOR ALL MEDIA
Sunday, June 16, 13
win with continuous connections. Make your media work harder. make more with less

27. TCF
WHY SHOULD I CARE?
Sunday, June 16, 13

28. 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)
OMNI-CHANNEL WITH MOBILE = MORE MONEY
Sunday, June 16, 13
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

29. HELP ME DO THIS
Sunday, June 16, 13

30. TCF
AGENCY SOLUTION:
“be the change you wish
to see in the world”
-GHANDI
Sunday, June 16, 13
STOP LOOKING FOR CHANGE FROM OUTSIDE

31. TCF
IN-SOURCE IT
LEARN TO DO THIS
YOURSELF
Sunday, June 16, 13
in more practical terms

32. TCF
TV
Tablet
Computer
Event
DR Mail
On Prod
Phone
OOH
Radio
Print
In-Store
PROVIDES
LOCATION
TRANSACTIONAL
SOCIAL
MOBILE
PERMANENT
CONNECTION
Person
STOP
DOING
THIS ->
Sunday, June 16, 13
STOP THINKING OF MOBILE AS A CHANNEL

33. TCF
Try not. Do, or do not.
There is no try.
-YODA
REMEMBER!
Sunday, June 16, 13
AND REMEMBER! DONT TRY DO!

34. TCF
AGENCIES
BRANDS
Sunday, June 16, 13
NOW FOR THE SECOND THING

35. WHAT’S
EATING
MOBILE
AT
BRANDS?
Sunday, June 16, 13
In 5 minutes were going to look at what’s stopping (eating) mobile.

36. YOU
Sunday, June 16, 13
lets look at brands

37. TCF
WE THINK IN SILOS
Sunday, June 16, 13
The biggest challenge however is we think in silos. Maybe you work in CRM, TV, online, radio, events, etc. But we all tend to think and work in Silos. Doing integrated marketing is challenging.
WHY?

38. TCF
WE PUT OURSELVES IN SILOS
Sunday, June 16, 13
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

39. TCFprivileged and confidential. Not for distribution. The Collective Factory LLC. 2012
email
sales
in-store sales
online marketing
direct mail
TV
OFTEN BECAUSE OUR DATA
SITS IN ISLANDS
Sunday, June 16, 13
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

40. TCF
NET RESULT IS
OUR MARKETING
TEAMS SIT IN
ISLANDS
Sunday, June 16, 13
Big brands sometimes have a bewildering number of marketing arms. Each with their own little piece of turf. It’s a recipe for
disaster.

41. TCF
MOBILE
GETS
PLANNED
BY ONE
GROUP
Sunday, June 16, 13
It sounds genius because its consumer centric.
But it’s not because we end up planning mobile as a channel

42. TCF
TV
Tablet
Computer
Event
DR Mail
On Prod
Phone
OOH
Radio
Print
In-Store
PROVIDES
LOCATION
TRANSACTIONAL
SOCIAL
MOBILE
PERMANENT
CONNECTION
Person
OUR
PLANS
LOOK
LIKE
THIS ->
Sunday, June 16, 13
STOP THINKING OF MOBILE AS A CHANNEL

43. TCF
HOW DID THIS
HAPPEN?
ONE REASON IS...
Sunday, June 16, 13

44. TCF
DATA BASES ARE TYPICALLY
CONTROLLED BY OPERATIONS
Sunday, June 16, 13
marketing and operations are like oil and water. two beasts that don’t understand each other

45. TCF
WHICH
MEANS YOU
NEED TO
DEAL WITH
GUYS WHO
DEAL WITH
THIS ->
Sunday, June 16, 13
operations has huge responsibilities. and few in marketing understand their jobs

46. TCF
IT STAFF IS OFTEN
OVERBURDENED
Sunday, June 16, 13
IT like marketing teams are often overburdened. So IT is always looking for the simplest solution

47. TCF
IT’S OFTEN EASIER TO CREATE
A NEW DATABASE
Sunday, June 16, 13
so punching a hole to make a new data island can be a simple answer. This is by no means true for every
organization or the only challenge.

48. TCF
AS A RESULT
OUR DATA
WINDS UP AS
DISCRETE
ISLANDS
email in-store
sales
online
marketing
direct
mail
TV
etc. etc.
Sunday, June 16, 13
what your world might look like

49. TCF
AND MARKETING
INVOLVING TECH
CAN LOOK LIKE THIS
Sunday, June 16, 13
so what is the result of this mess?

50. TCF
NEW MARKETING INITIATIVES
DRIVEN BY CONVENIENCE
Sunday, June 16, 13
operations making marketing by convenience

51. TCFSource:(Marke,ng/IT(Collabora,on:(It(Is(Possible(|(April(2008(|by(Cindy(Commander,(Forrester(Research
IT doesn't
understand our
business
56%
LEADING
MARKETERS TO
THINK THIS:
Sunday, June 16, 13
leading marketers to think IT doesn’t get you.

52. TCF
WHAT’S THE
SOLUTION?
?
Sunday, June 16, 13
Imagine for a second that these things have all been solved what then?

53. TCF
STOP BLAMING IT FOR OUR
MARKETING PROBLEMS
Sunday, June 16, 13
Solutions will come from within ourselves: true change comes from within

54. TCF
THEY ARE PART OF
YOUR TEAM
Sunday, June 16, 13
Realize that operations are your friend

55. TCF
IT WON’T BE EASY
Sunday, June 16, 13
this won’t be an easy thing

56. TCF
TV
Tablet
Computer
Event
DR Mail
On Prod
Phone
Radio
Print In-Store
MOBILE
PERMANENT
CONNECTION
PROVIDES
LOCATION
TRANSACTIONAL
SOCIAL
Phone = Person
OOH
DOING THIS->
MEANS ON-
BOARDING
OPERATIONS
Sunday, June 16, 13
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

57. TCF
“WE COULD NOT HAVE DONE
MOBILE WITHOUT A FULL
COMPANY FIGHT”
Wendy Bergh -
Director, Mobile & Digital Strategy
Walmart Global eCommerce
Sunday, June 16, 13
Walmart has done well but it was VERY painful

58. TCF
WHAT’S A GOOD FIRST STEP?
Sunday, June 16, 13
where might be a good place to start?

59. TCF
MOBILIZE INTERNALLY
empower your internal team first and
make them your on-the-go mouthpiece.
Sunday, June 16, 13
keep doing what you do externally but try doing something internally that involves working with Operations

60. TCF
THIS DEMONSTRATES THE
EFFICIENCIES GAINED
THROUGH MOBILIZATION TO IT
Sunday, June 16, 13
you both will learn something

61. TCF
NET RESULT IS A COMPLETE
CHANGE OF YOUR MARKETING
Sunday, June 16, 13

62. TCF
THE LEARNING CURVE
UNCONSCIOUS
INCOMPETENCE
CONSCIOUS
INCOMPETENCE
CONSCIOUS
COMPETENCE
UNCONSCIOUS
COMPETENCE
"I don't know that I don't
know how to do this."
"I know that I don't know
how to do this, yet."
"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.
"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.
SOURCE: http://processcoaching.com/fourstages.html
Work on mobile with IT this way:
They understand this process.
It’s about starting simple and
learning.
Sunday, June 16, 13
Follow their process

63. TCF
HILTON STARTED HERE
AND ARE
NOW HERE
TIMELINE - TWO YEARS
THE CASE FOR THIS LEARNING CURVE
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
Sunday, June 16, 13
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

64. TCF
SMARTPHONES DOMINATE NOW
simple 4 years ago simple today
Responsive Design will be an evolution
not the final destination of good mobile
Sunday, June 16, 13
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

65. TCF
THE POINT:
START SIMPLE. WORK WITH
IT AND YOU WILL BECOME
AN UNCONSCIOUS EXPERT
IN NO TIME
Sunday, June 16, 13
The point is. We all have to crawl before we can run. Nobody becomes a black belt over night.

66. TCF
GOOD PLACE TO START
(apply marketing technique to operations)
Sunday, June 16, 13
So back to those good places to start.

67. TCF
MARKETING LEARNS
OPERATIONAL CHALLENGES
IT LEARNS VALUE OF
MARKETING
Sunday, June 16, 13

68. TCF
• Desktop bound applications
• Mobile users who can’t
connect to those
applications
• General hatred of
those applications
by employees
• Disparate number of
discrete systems that
can’t talk to each other
ENTERPRISE CHALLENGES
Sunday, June 16, 13
look at what you want to change internally

69. TCF
1.Surveys
2.Ideations
3.Geo location of employees
4.inventory management
5.Claims processing
6.Expense reporting
7.Intranets
8.Benefits
9.Feedback
10.Medical
11.SOCIAL
GET MORE OUT OF YOUR EMPLOYEES THROUGH
CUSTOM ENTERPRISE APPLICATIONS
Sunday, June 16, 13
focus on your consumers: People who work inside your company

70. TCF
Rewarding Millennials:
embracing our future
leaders
• Leveraging behaviors Millennials are
familiar with, comfortable with to
increase productivity
• Checkins
• Time sheets through text messaging
• Location
Sunday, June 16, 13
Think about what Millennials need. They were born digitally and they don’t understand why everything is not digital.

71. TCF
1.Connectivity through: USB, bluetooth 3G,
and WiFi
2.Strong OS
1.Developer ecosystem
2.apps apps apps
3.Familiar user interfaces and behaviors
BENEFITS: GENERIC POWER
Sunday, June 16, 13
Keep your projects generic. Focus on creating tools that can be leveraged across your internal eco-system: Don’t
create islands.

72. TCF
CONTACT:
Gene Keenan
hello@thecollectivefactory.com
415-218.7369
http://www.thecollectivefactory.com
FOR MORE PRESENTATIONS:
http://www.slideshare.net/genekeenan1/presentations
Sunday, June 16, 13
Thanks for looking and be sure to check out the other presentations

73. TCF
THIS IS A BLANK SLIDE
Sunday, June 16, 13