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What Is Marketing, 2010 Digiday Mobile

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What Is Marketing, 2010 Digiday Mobile

  1. 1. Keynote Panel: The Mobile Platform Implosion March 9, 2009 09:30 am Tina Whitfield, EquisGlobal www.EquisGlobal.com
  2. 2. 2010 The Year We Make Contact Will I dream? by Tina Whitfield © 2009
  3. 3. Of course you will. All intelligent beings dream. Nobody knows why. Arthur C. Clarke by Tina Whitfield © 2009
  4. 4. How did mobile advertising begin? Un-earthing the dull utility of it all. by Tina Whitfield © 2009
  5. 5. Six-second Billing by Tina Whitfield © 2009
  6. 6. Of the leading New York-based papers alone, The New York Times and News Corp.'s The Wall Street Journal have adopted, and backtracked on, both models. Cablevision's Newsday on Thursday also announced that it is implementing a pay-for-access model. "Exactly how much paid content to hold back from our free sites will be a judgment call made daily by our management, whose mission should be to run the best free Web sites in our markets without compromising our ability to get a fair price from consumers for the expensive, unique reporting and writing that we produce each day," Steven Swartz, the president of Hearst newspapers , wrote in a staff memo obtained by the Journal. CNET ©2009 CBS Interactive Inc. by Tina Whitfield © 2009
  7. 7. by Tina Whitfield © 2009 PROACTIVE REACTIVE
  8. 8. 1950s 1960s 1970s 1980s 18% Inc Population Humanistic Ad Sci=Qualitative Psychographics Demographics Abstract Art Kodak Tri-speed 13% Inc Population Behaviorism Ad Sci=Eye Tracks Psychographics Demographics Pop Art Polaroid Instant 11% Inc Population Social Behaviors/Learn Ad Sci = Consumer Version Analysis Psychographics Demographics Pan Humanities Konica Auto Focus 10% Inc Population Psych Disorders Ad Sci = Triggers: Greed, Sex, Sloth, Psychographics Demographics Cultural Theory Sony Camcorder/Pixar Proc. Legend: Population Increase Psych Study Advertising Science Ad Factors Ad Factors Art Style of The Day Memory Capture Disrupter Disrupter Factor or Measurement Television TV Ratings Television TV Ratings by Tina Whitfield © 2009
  9. 9. [ ] % Inc Population [ ] [ ] [ ] [ ] Art-Sci-Tech Move. Photo Web 1990s 2000s 2010s Ad Sci = Behavioral Targeting Pers. Computer/WWW Click-Throughs Television TV Ratings 13% Inc Population Emotional Learning Ad Sci = Linguistics Psychographics Demographics Massurealism Photo Floppy/CD 2005 Legend: Population Increase Psych Study Advertising Science Ad Factors Ad Factors Art Style of The Day Memory Capture Disrupter Disrupter Factor OR Measurement Pers. Computer/WWW Television TV Ratings [ ] % Inc Population [ ] Ad Sci = Web Eye Tracks Psychographics Demographics Art-Sci-Tech Movement Photo Web Ad Sci = Behavioral Targeting Pers. Computer/WWW Click-Throughs [ ] [ ] by Tina Whitfield © 2009
  10. 10. Client: SEGA Primary Account Head Count: 55 Consultants Additional Account Head Count: 225 Consultants Focus: Ecommerce Focus: Broadband Multi-player Gaming Focus: Brand Marketing 200 UI Testers Apple Levis Strauss Visa Olympics GM Sabre/AA American Airlines United Airlines William-Sonoma Harley Davidson Walgreens Microsoft Sun Microsystems McDonalds LLBean Lincoln Center SAAB Audi ToysRUs 20 th Century Fox On, and on, and on…. marchFIRST: 10,000 Employees 72 Offices -Global Fixed Wireless Team by Tina Whitfield © 2009
  11. 11. Client: Consumer Brand Focus: Ecommerce Focus: Mobile Marketing Focus: Brand Marketing Focus: Outdoor Marketing 200 UI Testers Wireless Carriers Mobile Ad Serving Service Mobile Content Developer, Aggregator, Publisher, Syndicator Handset Manufacturers Ad Serving Service Content OS Developer by Tina Whitfield © 2009
  12. 12. Client: Consumer Brand Focus: Ecommerce Focus: Mobile Marketing Focus: Brand Marketing Focus: Outdoor Marketing UI Testers Wireless Carriers Mobile Ad Serving Service Mobile Content Developer, Aggregator, Publisher, Syndicator Handset Manufacturers Ad Serving Service Content OS Developer by Tina Whitfield © 2009
  13. 13. "...[advertisers] have constrained budgets, and they are becoming more constrained. It’s usually out of the budget called “the new shit budget.” The key to mobile advertising is to get out of the new shit budget. We are never going to make it otherwise.” by Tina Whitfield © 2009 -- Tom Huseby Managing Partner SeaPoint Ventures Venture Partner, Oak Investment Partners Venture Partner, Hunt Ventures
  14. 14. www.EquisGlobal.com [email_address] By Tina Whitfield © 2009

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