Marketing in a Post-PC World
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10 practical pieces of advice on how to manage their communications strategies in a mobile world.
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Marketing in a Post-PC World
- 1. © Copyright 2013 Holler Sydney. All Rights Reserved Marketing in a post pc world Sept 2013 Mike Hill & Vlad Ivanovic imedia@holler.com.au
- 2. © Copyright 2013 Holler Sydney. All Rights Reserved Note: all links, videos & references @ our blog hollerlabs.wordpress.com/201 3/08/30/marketing-in-a-post- pc-world/
- 3. © Copyright 2013 Holler Sydney. All Rights Reserved Business context
- 4. © Copyright 2013 Holler Sydney. All Rights Reserved PC vs mobile http://www.asymco.com/2013/07/18/the-pc-calamity/
- 5. © Copyright 2013 Holler Sydney. All Rights Reserved Phone = computer http://www.asymco.com/2013/08/20/the-last-frontier/
- 6. © Copyright 2013 Holler Sydney. All Rights Reserved Facebook announce mobile ad rev up 76% to 41% total* Unlock mobile, unlock $ *http://business.time.com/2013/07/25/facebook-shares-skyrocket-as-social-giant-hits-mobile-stride/ Share price up 20% in 1 day
- 7. © Copyright 2013 Holler Sydney. All Rights Reserved 1. Centre everything around customer journey mapping
- 8. © Copyright 2013 Holler Sydney. All Rights Reserved Why it’s important http://xkcd.com/1254/
- 9. © Copyright 2013 Holler Sydney. All Rights Reserved How to do it Stages Awareness Research Consideration Purchase Advocate Behavior Barriers Channels
- 10. © Copyright 2013 Holler Sydney. All Rights Reserved Rail Europe e.g.
- 11. © Copyright 2013 Holler Sydney. All Rights Reserved Who’s done it – services Apple Passbook users 2X annual spend Mapping & building with customers, in store Re-imagine window shopping
- 12. © Copyright 2013 Holler Sydney. All Rights Reserved Who’s done it – media
- 13. © Copyright 2013 Holler Sydney. All Rights Reserved Whattodonext Short term • Create a CJM with your team/agencies Medium term • Brief your creative/media agencies to overcome one barrier in CJM • Integrate results back into your CJM Long term • Correlate customer behavior with store visits and other channels • Continue to focus on the CJM for planning http://500px.com/photo/28555661
- 14. © Copyright 2013 Holler Sydney. All Rights Reserved 2. Be water my friend
- 15. © Copyright 2013 Holler Sydney. All Rights Reserved Why it’s important
- 16. © Copyright 2013 Holler Sydney. All Rights Reserved How you do it – clientDesign Content Functionality Media • Typography • Grids • Action states • Geo-data • Accelerometer • Touch • Location (in/out store) • Accessibility • Video • Retina images • Assets (CS, JS files) • Load times
- 17. © Copyright 2013 Holler Sydney. All Rights Reserved How you do it – server MyBusiness.com Web iOS app Google Glass Milk cartonAdmin system Products Customers Payments/salesAnalytics
- 18. © Copyright 2013 Holler Sydney. All Rights Reserved Who’s doing it Homepage uniques up 15% Extending the sporting experience
- 19. © Copyright 2013 Holler Sydney. All Rights Reserved Whattodonext Short term • Review mobile visitors to your site • Make 3 key actions on site responsive Medium term • Make your web properties responsive • Have page load times a critical KPI Long term • Unbundle your business data into services • Build an integrated interface to the services • Ensure all digital properties get their information from the interface http://500px.com/photo/27767887
- 20. © Copyright 2013 Holler Sydney. All Rights Reserved 3. Stop tapping people on the shoulder, create value
- 21. © Copyright 2013 Holler Sydney. All Rights Reserved Why it’s important
- 22. © Copyright 2013 Holler Sydney. All Rights Reserved How you do it Innovators Early adopters Chasm Pragmatists Conservatives Skeptics
- 23. © Copyright 2013 Holler Sydney. All Rights Reserved Who’s done it Equip division +18% profit @ launch Service driving campaign creative 1M downloads, $9B transactions
- 24. © Copyright 2013 Holler Sydney. All Rights Reserved Whattodonext Identify key customer needs through CJM Create service/product hypothesis around key customer needs • Problem, distribution, demand creation hypothesis • Identify innovator segment within your customers • Test hypothesis with these customers • Launch phase one product http://www.21stcenturylearningalliance.org/21CLAv2/wp- content/uploads/2010/06/test-tube-chemicals-beaker1.jpg
- 25. © Copyright 2013 Holler Sydney. All Rights Reserved Lightning round
- 26. © Copyright 2013 Holler Sydney. All Rights Reserved 4. Compare mobile vs web Month 1 Month 2 Month 3 Month 4 Month 5 Mobile Web
- 27. © Copyright 2013 Holler Sydney. All Rights Reserved 5. Load time: ave & 95th %
- 28. © Copyright 2013 Holler Sydney. All Rights Reserved 6. Use your worst user’s eyes
- 29. © Copyright 2013 Holler Sydney. All Rights Reserved 7. Facebook is not a strategy http://cdn.themetapicture.com/media/funny-Facebook-people-Fry-meme.jpg
- 30. © Copyright 2013 Holler Sydney. All Rights Reserved 8. Work from your couch http://a248.e.akamai.net/origin-cdn.volusion.com/tuetw.xbexr/v/vspfiles/photos/20010-6.jpg?1348070513
- 31. © Copyright 2013 Holler Sydney. All Rights Reserved 9. Execution over ideas http://ih2.redbubble.net/image.4155986.5317/flat,550x550,075,f.jpg
- 32. © Copyright 2013 Holler Sydney. All Rights Reserved 10. Start something http://500px.com/photo/32733547
- 33. © Copyright 2013 Holler Sydney. All Rights Reserved Thank you Vlad Ivanovic, Digital Strategist Mike Hill, CEO Office +61 2 9469 5954 Suite 5, 30 Boronia Street Redfern NSW 2016 @vladiim vlad.ivanovic@holler.com.au imedia@holler.com.au
Editor's Notes
- Global Smartphone shipments have overtaken feature phonesNote that the figures reported here are 100’s of millions shipped per quarterNokia was selling phones when they were in the mobile computing market, they died because they didn’t realise which market they were competing in, the same for blackberrySmartphone penetration in Aus was 37% in 2011 and went over 50% in 2012 http://blog.marginmedia.com.au/Our-Blog/bid/93665/Australian-Mobile-Marketing-Statistics
- Spend the majority of your time viewing your digital properties from your worst user’s POVYou should always budget to test on multiple devicesTry a blind reader!
- IPG – most attention in bed
- Don’t wait for your biblical moment of inspiration for a big idea that will change the world, it won’tInstagram won on execution – need to take learnings from sillicon valley and do the same