ad agencies need to get mobile (includes notes)

“I never bothered to learn about mobile.”

Assistant Account Executive. Aged 42.

Tuesday, November 15, 11

We’ve all known that mobile is the future for a while now. But as our industry did with digital and then with social, we looked at as if it were something unto itself. A separate function, or department, or discipline of knowledge base. And so a lot of us did not become mobile savvy or even mobile aware as soon as we should have. We’re running out of time. If we don’t all get on the mobile train now, it might be too late.I’m a big believer in motivation by fear. Hence this slide.


But there’s a second reason we should all get into mobile and fast. It’s a huge business opportunity. As you know, we launched this site with our friends at Google just last week.

40,000 12


Granted it was for a big, famous company. But, 40,000 people used the Go Mo meter in the first 12 hours?That’s insane. The takeaway, of course, is that there is no shortage of businesses looking to optimize for mobile. Or wanting to get smart about it. And that’s a big opportunity for agencies to lead and guide our clients in an area that might mean more to their business than any other technology or medium.

Everything and everyone

will be mobile


William Gibson said, “The future is here, it’s just not evenly distributed.”

Search will be mobile


44 percent of last minute searches for holiday shopping will be mobile, and local. When you’re at Mardi Gras (in Mobile) are you searching from a laptop? No. And you might be a little intoxicated. You do not want to pinch and zoom when you have a buzz on.

Content will be mobile


Content will be mobile. Only reason I still subscribe to HBO is HBO Go. This will change expectations from consumers for all content.

Travel will be mobile


Already is. Hotels. Restaurant. Check in. Reservations. All mobile. You search on Trip Advisor, find a restaurant, but if it doesn’t have a mobile site, forget it.

Retail will be mobile


We shop from our devices. We find locations from our devices. We navigate stores from our devices. We comparison shop from our devices. We get rewarded for checking in from our devices.

Retail will be mobile


The idea of a site that comes up looking like this is death.

Payments will be mobile


Google wallet may be new, Square may be new. But within a year or two we won’t have credit cards or cash anymore. What does that mean for programs, loyalty, incentive. Amex invests 100 million in Serve, its newdigital payments system. “Everything will be digitized along the commerce lifecylce.” Much richer interaction.the ability to integrate store loyalty systems into the exact same action as the payment is potentially powerful. Apple's system reveals another secret, if you think about it: A more streamlined product delivery service to stores should be possible if more people shop beforehand by apps. Even new ways of pricing based on whether consumers will accept advertising and information.

By 2012 50 percent of all Fidelity Investment customer trades and transfers will be made from a mobile device.”

“

Banking will be mobile

- Joe Ferra, Chief Wireless Officer, SVP, Fidelity Investments


This says two things: confidence in online security, and 50 and 60-year olds do it. (turn off your bluetooth to be safer.)

Social media will be mobile


More than 55 percent of all Tweets are done from a smart phone. Learn to connect people to each other as part of your mobile strategy.

The physical world will be mobile


We have seen amazing innovations in connecting the digital world to the physical world in recent years. This will only accelerate. But it’s a great platform for creative innovation.

support

loyalty

advocacy

awareness

consideration

intent


Mobile will play a role at every part of the purchase funnel, both on the traditional side and the flipped side. We’ve begun to see more innovative advertising to generate awareness with rich media and contextual executions.

Discovery’s in-application rich-media tornado animation wipes away everything in its on-screen path and "cracks" the iPhone screen.

As the tornado fades away, the user is prompted to click to watch the Storm Chasers season 4 trailer.

“Our consumer insights research showed that our Storm Chasers 25-54 target is a heavy media consumer that is receptive to content that involves sports, character-driven human-interest stories and ‘hands-on’ technology fun,” Ms. Rodriguez said.

support

loyalty

advocacy

awareness

consideration

intent


Here’s a great interactive outdoor campaign from DDB Stockholm for McDonalds. Pick N’ Play offers the user a fun and interactive challenge where they can play for their favourite McDonald’s treat. Using a large interactive billboard users can control the game via their mobile phones enabling interaction with the billboard.By using the latest technology the smartphone’s geo location verifies that the user is in the game area, therefore there is no app download required in order to participate. Players choose their treats and if they last for more than 30 seconds they win a coupon, earning them free fast food at a nearby McDonalds. This digital coupon is automatically sent to the users phone along with instructions on how to claim their McDonald’s treat at their nearest store.

support

loyalty

advocacy

awareness

consideration

intent


Retailers are using QR codes to add incentives at purchase or to tell back stories about products to make them more appealing.

support

loyalty

advocacy

awareness

consideration

intent


They’re extending product advertising into brand experiences. We created a mobile job site for Timberland boot customers to help them “Stay on Your Feet.”

support

loyalty

advocacy

awareness

consideration

intent


Combining loyalty programs with mobile payment systems. Google Wallet offers huge opportunities in data and loyalty for retailers. We will see who wins: Google, Apple, Amex with Serve.

support

loyalty

advocacy

awareness

consideration

intent


And developing utility that is community based.

What do advertising agencies have to do?

GOMO PLAYBOOK


Dressing up is all fun and games again.With tons of brands like Blowfish, Levi’s, and AK Anne Klein, finding something to wear has never been so much fun. Scan this code to dress the doll.

Embrace the mobile mindset


Ad mindset yields ads.

Dressing up is all fun and games again.With tons of brands like Blowfish, Levi’s, and AK Anne Klein, finding something to wear has never been so much fun. Scan this code to dress the doll.

Embrace the mobile mindset


Mobile mindset puts mobile everywhere.

Think utility over messages


Great site with great utility.

Consider context over demographic


Baker’s Tweet. Old but perfect example.

Change the team and the brief

CWAD

Mobile SocialUXTech


Change the team.

Learn from the start ups

gaming dynamics deferred intent inspired sharing

Learn from the start ups


You can learn from all of these companies. See their innovations at work. Replicate the tactics.

Make your ideas collaborative


Samsung campaign was simple and brilliant. Text to the phone and drive it off edge to win it.

Find new sources of inspiration


mobileawesomeness.com

Think beyond the app


Do it to get it


You need to check in, play with QR codes and use the new mobile payment systems yourself to get it and think/create in the new space.

Take advantage of this site


100Tuesday, November 15, 11

Percentage of clients who will insist that their agencies understand mobile


0Tuesday, November 15, 11

Percent of agencies that will still be around if they fail to learn about mobile


a lotTuesday, November 15, 11

Money to be made by agencies who learn to think, market and create in the mobile space


It may be too late to be earlyBut it’s still early enough not to be late


ad agencies need to get mobile (includes notes)

Business

mobile site

mobile phones

mobile savvy

mobile train

rich media

social media

digital world

physical world