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Multiparty Mobile Prague Mark Linder Final (Nx Power Lite)
1. To really take off…mobile marketing will have to: 1. Prove its effectiveness to the advertiser and utility to the consumer 2. Prove its emotionality as an experience How do you feel?
2. This house resolves “To really take off, Mobile needs to be more about passion than utility” Mark Linder, WPP 22 April 2009, Prague European Mobile Media Conference
3. “ I have been in the advertising business for 25 years. And I have never met a client who wanted advertising…
4. “ But they all wanted to sell something” -- Antti Ohrling, co-founder of Blyk
28. Said goodbye to the “consumer”, as though their only purpose is to be there while we convince them the product they bought a year ago is obsolete
29. Said goodbye to any un-natural means of paying for attention…
30. What would we do, as mobile developers and marketers?
31. We would replace the word “consumer” with “people” With appreciation for Robert Deutch
32. We would be taking a multi-lateral view, aware of people , and how they relate Cause or brand Inner Inner Inner Inner Inner Near Inner Near Near Near Near Near Outer Outer Outer Outer Near Near Near Near Near
33. 99 out of 100 people are amazingly interesting. And the one who isn’t, is more interesting, because he or she is 1/100
34. We would really get into the “people” who use our products and services
35. Heck, we would even think of marketing as a service for those people
36. We would think of “marketing” as a value-exchange that makes people’s lives better We would think of “sales” as the value exchange where money changes hands
42. Consumers in all countries, notably the Nordics, France, China – believe content should be as close to zero cost as possible 100% of people under 54 have downloaded file-shared content 71% think file sharing is wrong 72% feel that file sharing should be regulated However, with the exception of the 54+’s, nobody thinks regulating the internet works Bell-Pottinger internal study
51. A 'brand' is actually a primal and primary mechanism of the mind. It is attachment, a merging between a person's 'self story' and a person's story of you, the product, the company.” Dr. Robert Deutch
52. We get attached to dogs, cars, people and, yes, brands The real way -- person has a story The brand has a story Person gets attached to brand story
53. People want brands “that are like me” “that like me” “that are more than me ”
54. If the your brand has that kind of power (to be “more like me”), then you can offer people a chance to be more of themselves
55. The attachment to a brand should be a yellow brick road through life, a journey made together in which both parties help fill out each other’s latent possibilities What better place to play, than mobile?
56. So, how should we feel differently about mobile marketing?
57.
58. We remember life isn’t a straight line Graphic from Forrester research Apreciation for Arto Joensuu, Nokia
59. Real people are in the search for feeling… so we give them that
63. We can (need to) fall in love in many little ways to keep life interesting We can fall in love with a new bread, a new car, a new device, a new service. We transfer emotion to all these objects because they represent something that speaks to our sense of self
64. We want to desire, and we want to be the object of desire Mobile should not be afraid of being intoxicated by passion
65. Top applications – appeal to passion! Entertainment Entertainment Entertainment Relationship Entertainment Entertainment Relationship Utility Entertainment Entertainment Relationship Utility Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment Entertainment
66. People want to believe they are in the act of becoming. The brand (the company) needs to be always in the act of becoming.
67. Mobile is a channel to help people become what they want to become on their journey through life