iStrategy Amsterdam 2011 : Paul Berney, CMO, Mobile Marketing Association - Building a Strategy for Mobile (Day Two - Split Stream Interactive Workshops)
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iStrategy AMS 2011 - Paul Berney, Mobile Marketing Association
1. Building a strategy for mobile
iStrategy, Amsterdam 2011
Paul Berney CMO & MD EMEA
Mobile Marketing Association
Mobile Marketing Association
2. What I will talk about What I will not talk about
MARKETING TECHNOLOGY
Mobile Marketing Association
3. Let’s agree two things
before we start
Mobile Marketing Association
4. Why do you need to include mobile?
Because consumers are mobile and
brands are following them
Mobile Marketing Association
5. Mobile strategy:
“We need an iPhone app”
Really?
Mobile Marketing Association
6. Just
checking…
What
are
the
main
drivers
of
mobile
marke8ng?
Mobile Marketing Association
7. These changes “stack up”
on top of each other
Data
tariffs
Handsets
Speed
3G
Marke8ng
challenges
Economic
change
Industry
promo8on
Consumer
behaviour
Technological
convergence
Mobile Marketing Association
34. “It is easier to be repeatedly
useful than it is to be
repeatedly entertaining”
Rory Sutherland - Ogilvy
Mobile Marketing Association
35. Fast
A familiar dilemma
Cheap
Quality
Mobile Marketing Association
36. ..with a digital twist
Cost
Targeted Scale
Effective
Mobile Marketing Association
37. Real time interaction allows for
real time response….
Mobile is a two way channel
Mobile Marketing Association
38. Channel choice
Convenience
need &
control
Mobile Marketing Association
39. Understand
your
own
capabili8es….and
your
partners
Strategy
Crea8ve
Execu8on
Mobile
Analy8cs
&
Measurement
Mobile Marketing Association
40. Execu8on
is
cri8cal
Strategy
Crea8ve
Mobile
PlaRorm
Execu8on
Development
Aggrega8on
Content
crea8on
&
Short
Code
Mobile
Analy8cs
&
Measurement
licensing
leasing
Mobile Marketing Association
41. You
have
op8ons
AGENCY
PLATFORM
IN-‐HOUSE
HYBRID
Strategy
Crea8ve
Execu8on
Mobile
Analy8cs
&
Measurement
Mobile Marketing Association
42. “The most profound technologies
are those that disappear. They
weave themselves into the fabric
of everyday life until they are
indistinguishable from it”
Mark Weiser – Xerox PARC
Mobile Marketing Association
43. Thank you.
Any questions?
Mobile Marketing Association
44. Contact
Paul
Berney
Chief
Marke8ng
Officer
&
Managing
Director,
Europe,
Middle
East
&
Africa
123
Pall
Mall,
London,
SW1Y
5EA
O:
+44
203
376
9455
M:
+44
7753
566
441
paul.berney@mmaglobal.com
www.mmaglobal.com
twi_er
PAULBMMA
h_p://uk.linkedin.com/pub/paul-‐berney/1/71a/898
Chartered
Fellow
of
the
Ins8tute
Business
Leader
in
Ins8tute
of
Member
of
CMO
Council
of
Direct
Marke8ng
Mentor
for
The
Marke8ng
Society
Marke8ng
The
Marke8ng
Academy
Mobile Marketing Association