2. Today
Mobile marketing is exploding.
The small screen is becoming the main screen.
Mobile users are 3X more likely to buy than PC users.
Your students live in mobile.
The future of marketing is mobile.
Are you ready?
The intersection of local, mobile and social is redefining
what marketing is.
3. ER Marketing & Elton Mayfield
Business to Business marketing agency in KC
Integrated marketing and communications firm
Past President of KC Business Marketing
Association (BMA)
Executive Board of Directors, BMA
International
9. OF LOCAL SEARCHES ON A MOBILE
PHONE RESULT IN A PHONE CALL.
GOOGLE, 2012
10. Things That Are Dead
PDAs
Paid email accounts
Cassette decks
Dial-up
Getting film developed
Digital/video cameras
Movie rental stores
Maps
Classifieds
The landline
Long distance charges
Pay phones
VCRs
Fax machines
Phonebooks,
dictionaries,
encyclopedias
Calling 411
CDs & DVDs
Snail-mail bills
Buttons (on devices)
Losing touch
Paper
Record stores
Paper Books
Book shelves
Feature phones
Desktops
Privacy
11. The Splinternet
SMS/MMS
Mobile Email
Location-based
Services
Mobile Site
Mobile Web App
Mobile App
iPad site
iPad App
QR Codes
NFC
Foursquare
Facebook
Facebook Places
Instagram
Twitter
Scanning
Social Commerce
12. TABLET STATS
10-20% more $$$$ spent on
eCommerce
1.5 hours per day
54% email
53% get news
39% social networking
Conversion rates are 33-66% higher
~90% of CEOs have iPads
@EltonMayfield
13. THE RISE OF THE MOBILE INFLUENCER
Connected Consumers
NOT early adopters!
52% are Women in their early 40‟s
81% are on Facebook
Savvy 55%
Frugal 21%
Smartphone = Customer Service
Device of Choice
15. HOW BUSINESSES ARE USING
MOBILE
SMS / MMS
NFC/Bluetooth
Mobile websites
Mobile display advertising
Location based marketing
Mobile Apps
QR Codes
Tablet Computing
Sales Enablement
@EltonMayfield
20. You Checked It Already Didn‟t you?
37%
checked their
mobile in the
last five
minutes
44%
checked their
mobile in the last
thirty minutes
55%
checked their
mobile in the last
fifteen minutes
@EltonMayfield
26. How Mobile Tech is Changing the
Way Education Works
Smart mobile technology is changing the way
kids are educated.
Smartphones and tablets have more going for
them than the „cool‟ factor though
@EltonMayfield
27. Tablet + Edu App = Smart Studying
57% of children using educational apps
77% playing downloaded games.
Random House has decided to use mobile
technology to transition most of their printed works
into digital
Lego has created an iPad app to bring its building
blocks digital to children.
Toddlers are growing up with tablets, and the way
they learn has already changed.
30. To Wrap It Up
With mobile gaining significance in the
education distribution method, there will
obviously be a tug-of-war between the
traditional and the non-traditional methods of
education. But the move towards digitalization
of education has already commenced, and the
coming years will see a concretization in the
field of personalized, mobile education.
38. Top B2B Trends
Marketing + IT = The future is now
Move Fast
Realize you don‟t know what you need to know….yet
CMO role well beyond marketing
Everyone is in sales
B2B sales landscape is dramatically changing
Content must be relevant and someone must „own‟ it
Change or die
39. “We‟re all working in beta”
It‟s overwhelming and 97% expect the pace of
change to accelerate even more
97% of marketers are doing things they‟ve
never done before
34% feel “overwhelmed” by all the change
21% said the skills for which they were hired
are now obsolete
40. Changing B2B marketing
landscape
Your buyers are now just as smart as you
Amazon and Google both entering the industrial
space.
Amazon building DC fast
Bought a robot company to automate the process
40% of holiday sales were were on a
mobile/tablet/phone
„Internet of things‟ - # of total connected devices is
expected to increase to more than 24B by 2020
41. Changing role of CMO
78% of marketers now have greater input on
corporate strategy
77% now have a seat at the executive table
"We are no longer simply CMOs," she said.
"We are Chief Transformation, Integration,
Inspiration Officers.”
Kathy Button Bell, CMO, Emerson
42. We‟re All in Sales – Dan Pink
Gone from buyer beware to a world of seller beware
3 Rules - the new ABC (always be closing)
attunement - perspective taking. can you get in the other
person's head.
buoyancy - how do you stay afloat in the ocean of regection.
question yourself, positive affect, what do you do after the
encounter. 'how do you explain failure'
clarity - we need to curate information. if your customer knows
what their problem is, they don't really need you. where are you
more valuable? not problem solving, but problem finding. Can
you look down the road? can you identify the new problems?
43. We‟re All in Sales – Dan Pink
Increase your effectiveness by reducing your
power.
Whose better at sales - extrovert or introvert
Ambiverts - both extrovert and introvert
don't be a glad-hander. be more like yourself
Give people an off-ramp (to act)
Make it personal
44. We‟re All in Sales – Dan Pink
servant selling - your job is to be of service first
then sell
Grandmother test - treat the customer/prospect
like your grandmother (with 80K twitter followers).
3 Key Tenants
operate with integrity
do work that matters
take some risks
45. Integrated Content Marketing Strategy
9 in 10 companies are employing content
marketing
60% are increasing budgets for it
Only 1 in 3 experiencing success
Put someone in charge!
"Everyone owns content, and when everyone owns
something, then no one owns it. When everything's
important, then nothing is important."
- Michael Brenner, VP of marketing and content strategy,
46. Other Ideas
Budgets are not keeping up with the demands
that are being put on marketing
Make it personal
The importance of technology/social
Big data
Sales and marketing
47. Other Ideas
I have seen the future of b2b marketing, and its name is Eduardo
Conrado.
Conrado is the senior VP-marketing and IT of Motorola Solutions. As his
title suggests, he oversees both marketing and information technology,
which is why he represents the future of b2b marketing.
With the rise of marketing automation, analytics and other data-driven
marketing technologies, marketing and IT are growing ever more
interdependent, and marketing executives need to have more than an
understanding of technology – they need to embrace it and, ideally,
have control of it.
From DigitalmarketingRemix
blog.http://digitalmarketingremix.com/profiles/blogs/story-of-the-week-why-
eduardo-conrado-is-the-future-of-b2b-market
48. The Takeaway
"We're at a time of dramatic change. I love that old
saying 'if you don't like change, you're going to
like irrelevancy even less. No change is called
Kodak, it's called Newsweek, it's called
Blockbuster. So for individual organizations, if you
don't change in the next five years and change in
some pretty significant ways, that where it's all
going to end up. Embracing change means also
embracing failure."
Malcolm Frank, executive VP at Cognizant Technology Solutions
It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Unisys, 2012)
70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012)
9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)
Need strong visual.
We are finally hitting that tipping point where mobile usage is outpacing the desktop.
86% of us can’t even put the phone down while we are watching TV. We are checking email, surfing the web, playing games.
How many of you can touch your phone right now without getting up? (pull phone out of pocket) We all suffer from a rapidly growing phobia.
Nomophobia is being ridden with anxiety caused by being out of cell phone coverage and plagued by a fear of losing our cell phones.
Your customer is accessing media the whole day and their mobile device is the one screen that threads them all together.
A decade ago, education websites mushroomed all over the Internet; today, it is educational mobile apps for smartphones and tablets that are championing the cause of boredom-free education. Mobile services are helping institutions break the monotony and reach out to students, and developers are finding ways ways of building apps that can function as a part of the classroom.: mobile technology has the power to overcome geographical boundaries, blur socioeconomic boundaries, and create a level playing field for all students. Let’s take a look at how mobile technology is impacting education.
A recent report by Nielsen states that tablets are proWhile 77% play games, the fact that almost 57% study on their iPad is a revelation. Why do little kids like to use tablets for studying? Tablets make learning fun.ving to be an interactive learning tool for kids with tablet-owning families, with Traditional publishers and toy companies are also working hard to stay relevant by digitizing their offerings:
Devices based on mobile technology will clearly have a winning edge in the educational sector. The latest example of such a device is Google’s Glass, a device that can spell doom for the existing classroom structure.With a device like Google Glass, students will have access to a variety of educational live streams, eliminating the need to be present in a class. Mobile education will allow students and teachers to share knowledge at any time, at any place. Regular classes may become infrequent; especially for college students.It is tempting to think, “What if the whole classroom lecture gets live-streamed for a group of students or for the world to attend?” It would be interesting to see the impact of such mobile technology on the future of education.
Devices based on mobile technology will clearly have a winning edge in the educational sector. The latest example of such a device is Google’s Glass, a device that can spell doom for the existing classroom structure.With a device like Google Glass, students will have access to a variety of educational live streams, eliminating the need to be present in a class. Mobile education will allow students and teachers to share knowledge at any time, at any place. Regular classes may become infrequent; especially for college students.It is tempting to think, “What if the whole classroom lecture gets live-streamed for a group of students or for the world to attend?” It would be interesting to see the impact of such mobile technology on the future of education.
Read thin a recent article about tech and education.
Increase your effectiveness by reducing your power.Identify dominant hand. snap 5 times. draw capital E head. Identify the perspective. High power participants were almost 4x as likely as low power participant to draw a self-orented E. Power leads individuals to anchor too heavily on their own vantage point insufficiently adjusting to others' perspective. Make it personalwhen a digital photograph was attached to a patient's file, radiologist provided longer, more meticulous reports. approximately 80% of the radiologic incidental findings reported originally were not reported when the photograph was omitted from the file.