1. MARKETING WITH
MOBILE IN MIND: ITS
EFFECT ON SOCIAL &
CONTENT MARKETING
October 10, 2013
P1

2. A. Troy Brown
entrepreneur  evangelist  developer  producer
• SVP, DSM (Digital/Social/Mobile)
• 15 year Verizon/VZW Executive
• Negotiated mobile content deals with:
• Tier 1,2, and 3 carriers
• UMG, Sony Music, EMI
• Lucas Films, Sony Pictures
• Former Co-Chair Mobile Marketing
Association:
• Multicultural Consumer Committee
• Advisor
• Express Mobile – Write Once, Publish to All
Mobile Platform
• RUN DSP – Demand Side Independent Trading
Desk
• FanKloud – Location Based Cloud Distribution
Platform
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3. TODAY
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4. Today’s consumers do not place
digital, social, or mobile into silos - neither do we
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5. Today’s consumers move seamlessly
through the converged DSM ecosystem
They expect seamless integration, and
want their information and content
instantaneously
Digital
Social
They also want it catered to fit whatever
device they are currently engaged with;
with full functionality across all devices
Mobile
A brand’s presence and persona must be
consistent yet customized across all
devices and platforms
These consumers are reporters and content
creators that also live their lives with seamless
cultural integration and don’t move in one siloed
cultural school of fish.
P5

6. Integration
Activation
Invitation
Communication
Aggregation
P6

7. “I would describe our
strategy as 'Digital Back,'
explaining: start in the
digital world and build your
way back to the rest of the
marketing mix.”
“Our mobile strategy is very
simple, its to follow
consumers”
Marc Pritchard
Chief Brand Building Officer
P&G
P7

8. “Brand storytelling is both an
art and a science. If you’ve
[delivered relevant, authentic
experiences], your story can
end up being the one that
people love and more
importantly remember.”
Davide Grasso
VP Global Brand Marketing
Nike
P8

9. Mobile Is The Heart of Evolutionary Change
Messaging
Browsing
Downloading
Calling
Digital Marketing
Traditional Marketing
(Advertising, Location, Commerce, Cloud, Data)
Mobile is pulling these forces of marketing together
P9

10. Mobile Is Enabling A Vast Range of Experiences
Source: ABInBev (2013). “The Power of Mobile Innovation for Brands”
P10

11. The Mobile Media Paths…Consider Them All
Personal
How can we
tailor the experience
to you?
Adaptive
How can we tailor the
experience to where you are
and what you need?
The Home Depot Approach
P11
Valuable
How can we
add value to your experience?

12. Index of Mobile Marketing Services
• Mobile Advertising
• Mobile Payments
• Text
•
Proximity Payments
• Display
•
Mobile Commerce
• Search
• Scanning/Viewing
•
•
•
•
• Rich Media
• Video/Interactive Video
• Mobile Presence
• Mobile Web
(traditional/responsive)
Response Codes
Augmented Reality
Nearfield Communications
RFID Tagging
• Enhancements
•
•
•
•
•
•
•
•
• Mobile App
• Mobile Messaging
• Text
• Multimedia
• Email
• Push (in app)
• Bluecasting
P12
Location
Data
Loyalty
Social
Augmented reality
CRM
Content
Analytics & Measurement

13. Mobile Has Caused and Enabled An Irrevocable Change In
Consumer Behavior
“There is a seismic change in
consumer behavior that is
linked to technology such as
social and mobile platforms.”
Howard Schultz
Starbucks CEO
Jan 2013, NRF Convention &
Expo
P13

14. Understanding Change in Consumer Behavior and Macro Response
Banking
Credit
Insurance
Computers
Watch
Internet
Camera
Mobile
Telecoms
Mapping
Advertising
Print
Music
Broadcast
Social Media
Theory by Tomi T Ahonen 2002-2013
P14
Gaming

15. Mobile’s Impacting Every Industry
Banking
60%
Credit
Insurance
Computers
60%
60%
Watch
Internet
Camera
Mobile
90%
Telecoms
85%
Mapping
Advertising
Print
Music
Broadcast
The aggregate value of all
these industries in 2012:
6 Trillion dollars
Social Media
35%
50%
Theory by Tomi T Ahonen 2002-2013
Gaming
P15
35%

16. 7,094,284,785
People
Source: http://www.census.gov/population/international/data/idb/worldpopinfo.php, June
2013
@somoglobal
@mobiledirect
September 10, 2013
2
P16

17. And We’re Increasingly Connected
3,250,000,000
Unique Mobile Users
(7.4B mobile connections,
12.5b connected devices)
Source: https://gsmaintelligence.com/, Cisco 2013
@somoglobal
@mobiledirect
September 10, 2013
3
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18. Media Has Evolved
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19. Media Consumption Has Evolved
Source: Navigating the new multi-screen world: Insights show how consumers use different devices together - Google Mobile Ads
Blog. (n.d.). Retrieved September 19, 2012, from http://googlemobileads.blogspot.mx/2012/08/navigating-new-multi-screenworld.html?utm_source=Blog+subscribers&utm_campaign=f9f8a74760-RSS_EMAIL_CAMPAIGN&utm_medium=email
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14

20. Nature of Media Has Evolved
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21. Time of Day Matters
90% of media consumption across
the 4 digital screens (phone, tablet, TV, PC)
Source: Google, 2012; comScore: Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and
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Tablet Platforms. comScore Device Essentials, U.S., Monday, Jan. 21, 2013

22. Social Media & Neworking
U.S. consumer spends an average of 2 hours and 38 minutes per day on smartphones and
tablets. 80% of that time (2 hours and 7 minutes), 24% in Facebook & social networking
Source: http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Web-Just-Lives-in-It
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23. Source: http://blogs.denverpost.com/opinion/2013/08/09/cartoons-of-the-day-back-toschool/41207/
P23

24. Source: Google (2013). “How Mobile Is Transforming the Shopping Experience in Stores”
19
P24

25. Shopping has Evolved
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26. Numerous Media Paths and Enablers
Messaging
Voice
Browsing
Content
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Downloading
Proximity

27. Mobile Tying Media Together
TV
Radio
Recordings
Comms.
Source: Ahonen
P27
Print
Cinema

28. We are in effect in the most intense era of
upheaval with the way we design, publish, and
interact with content since the dawn of the web.
P28

29. content-centric
marketing:
The ability to create and distribute a
diverse array of dynamic, measurable
content – all centered on a single, clearly
articulated strategy.
P29

30. The Real World of content
marketing and how
enterprises are making it up
as they go.
P30

31. 86%
of B2C
marketers
use content
marketing
55% of consumer marketers plan to
increase their content marketing spend.
P31

32. Types of Content
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Video
Custom Images
Animated GIF's
Cinemegraphs
Infographics
Instructographics
Whitepapers
Blog Posts
Syndicated content/
Press Releases
Podcasts
Webinars/Webcasts
eNewsletter
Social media
Games
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33. • Less than half of consumers
trust paid advertising.
• 92% trust earned media.
• But… more than 60% trust
owned media.
• Systems of Engagement
that create content-driven
experiences are powering
this transition.
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34. Engagement is Imperative
• 60% of consumers that
engaged with a brand
through social channels are
“significantly” more likely
to recommend or purchase.
• “Fully Engaged” consumers
represent an average of 23%
premium in terms of „share
of wallet, profitability,
revenue and relationship
growth”
• “Actively disengaged”
consumers represent a 13%
discount in this same
measure
P34

35. Aggregation is the
"pull”, Syndication
is the "push”
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36. When rethinking
content creation, one
of the seminal steps
taken must be making
it multi-platform in
nature.
P36

37. Content Aggregation
Give someone
interested in your
services and
offerings a place
where they can
view all of your
activity.
P37

38. Content Syndication
• People don't find or
follow content in the
same ways.
• Syndication allows us to
upload one object and
have it simultaneously
appear across multiple
networks.
• It's our job to serve as a
bridge between the
interesting content we
create and those who are
seeking it--in the
networks where they
are.
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39. Content Amplification
Leverage the community as
a recruitment tool – from
source to crowd source.
• Utilize custom audience
targeting
• Harness keyword traffic to push
messaging to target demographic
• Leverage back-linking to
augment and intensify the
messaging around the release of
new priority content
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40. How It Works
Integration
Integration
Receives follow-up
communication for
exclusive offers
Activation
Activation
Gains exclusive access to
exclusive events
Sees call-to-action on all
paid/owned/earned lifestyle-relevant
content & media
Invitation
Invitation
Communication
Communication
Aggregation
Aggregation
P40
All content & media
should include a
call-to- action with
consumer WIFM
Submits info, joins the
community, receives
national/regional/local
messaging

41. 1. It‟s about creating your OWN audience that you can then monetize
2.
It‟s about an APPROACH – not a tactic – it doesn‟t COMPETE with
advertising, PR, etc.. It makes it Better…
3.
It‟s about creating QUALITY content that helps to create valuable
customers
4.
It‟s about creating CONSISTENT content that drives value over the
long term
5.
It‟s about creating content with a CALL TO ACTION – that creates
measurability for the approach
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42. QUESTIONS AND DISCUSSION
A. TROY BROWN
SVP, DSM MSLGROUP
TROY.BROWN@MSLGROUP.COM
P42