The document discusses the shift from the PC era to the post-PC era. It begins by quoting Steve Jobs saying that PCs will become like trucks were in the past - necessary for some but not most. It then provides examples of the rising adoption of smartphones, tablets, connected TVs and the shift of internet traffic to mobile. This demonstrates the transition underway to new devices and behaviors in a post-PC world. The implications discussed are that marketers need to focus on the correct new devices, behaviors and media in this new ecosystem. It is a transition that creates both opportunities and competition for influence in the emerging post-PC landscape.

1. Post-PC Marketing
Simeon Spearman, Digital Strategist
Moxie Interactive
@srspear
http://moxieinteractive.com/pulse

2. “I’m trying to think of a good analogy. When we
were an agrarian nation, all cars were trucks. But
as people moved more towards urban centers,
people started to get into cars. I think PCs are
going to be like trucks. Less people will need
them. And this transformation is going to make
some people uneasy… because the PC has taken
us a long way. They were amazing. But it changes.
Vested interests are going to change. And, I
think we’ve embarked on that change. Is it the
iPad? Who knows? Will it be next year or five
years? … We like to talk about the post-PC era,
but when it really starts to happen, it’s
uncomfortable.” – Steve Jobs

3. It’s Not the Story of Windows

4. It’s Not the Story of Apple

5. Story of Smartphone Adoption
Source: Nielsen Blog, “Generation App: 62% of Mobile Users Age 25-34 Own Smartphones,”
November 2011.

6. Story of Tablet Adoption
11%Americans own tablets
Source: Pew Research Center’s Project for Excellence in Journalism, “The Tablet Revolution,”
October 2011.

7. Story of New Age of Tech Adoption
8
MillionMicrosoft Kinects sold within 60 days

8. Story of TV
20%Americans with Connected TVs (TVs,
consoles, HTPCs)
Source: Strategy Analytics, “Multiscreen Connected TV: Assessing Device Usage and Ownership,
November 2011

9. Story of a Shift in Internet Traffic
Source: Sandvine, “Global Internet Phenomena Report,” October 2011.

10. Story of Multitasking
Source: Nielsen Blog, “40% of Tablet and Smartphone Owners Use Them While Watching TV,”
October 2011.

11. Story of Shifting Media Consumption
Source: comScore, “Digital Omnivores,” October 2011

12. It’s a Story of Ecosystems

17. Guide to Post-PC Marketing

18. Implications
 Focus on the correct devices
 Focus on the correct behaviors
 Focus on the correct media
Tablets Aren’t Exclusively Mobile

19. Tablets Aren’t Exclusively Mobile

20. Implications
 Precursor to the future
 “Mobile” first
 Devices as creation tools
Leapfrogging to Post-PC

21. Leapfrogging to Post-PC

22. Implications
 “Post-PC” is practically “Post-
Print/TV/Radio” as well
 The nature of print itself is
changing
 Re-evaluate the way you view
print ads
Post-PC Trumps Print

23. Post-PC Trumps Print
268%
jump in
subscriptions.
142%
jump in single issue
sales.
Source: Cult of Mac

24.  Implications
 GPS is your friend
 The clock is your friend
 Think about sensors
 New forms of search
 Speech
 Music
 Goggles
Context Is Important

25. Context is Important

26. Implications
 Amazon Kindle w/Special Offers
 “Nike+” Model of Tech Branding
 Expanding the notion of a “Post-
PC” device
Ad Supported Hardware: New Opportunity?

27. Ad-Supported Hardware
24,000
Scripts Downloaded
Source: AdAge

28. Implications
 Throwing video everywhere just
doesn’t cut it
 Interactive, not static
 Payoff is important
 Rise above the noise of app ad
ecosystem
Marketers Should Try Harder

29. Conclusion

30. It’s a Story of Opportunities
• Digital marketers can now apply their expertise to
traditional media content
• Traditional marketers can now apply their expertise to
digital media content

31. It’s a Story About New Approaches to Marketing

32. It’s a Story of Competition for Ecosystem Ownership

33.  How will people access
entertainment?
 How will people access social
media?
 Will new ad platforms deliver
results?
 What other Post-PC devices
can we look forward to?
Questions to Ask in 2012

34. “And so at this juncture, given all that has
transpired in computing and
communications, it’s important that all of
us do precisely what our competitors
and customers will ultimately do: close
our eyes and form a realistic picture of
what a post-PC world might actually
look like, if it were to ever truly
occur. How would customers accomplish
the kinds of things they do today? In what
ways would it be better? In what ways
would it be worse, or just different?
Those who can envision a plausible
future that’s brighter than today will
earn the opportunity to lead.”
Ray Ozzie, Former Chief Software
Architect, Microsoft