istrategy ams 2011 - paul berney, mobile marketing association
DESCRIPTION
iStrategy Amsterdam 2011 : Paul Berney, CMO, Mobile Marketing Association - Building a Strategy for Mobile (Day Two - Split Stream Interactive Workshops)TRANSCRIPT
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Mobile Marketing Association
Building a strategy for mobile iStrategy, Amsterdam 2011
Paul Berney CMO & MD EMEA Mobile Marketing Association
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Mobile Marketing Association
What I will talk about What I will not talk about
MARKETING TECHNOLOGY
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Mobile Marketing Association
Let’s agree two things before we start
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Mobile Marketing Association
Why do you need to include mobile?
Because consumers are mobile and brands are following them
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Mobile Marketing Association
Mobile strategy: “We need an iPhone app”
Really?
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Mobile Marketing Association
Just checking… What are the main drivers of mobile marke8ng?
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Mobile Marketing Association
These changes “stack up” on top of each other
Technological convergence
Consumer behaviour
Speed 3G
Handsets
Data tariffs
Marke8ng challenges
Industry promo8on
Economic change
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Mobile Marketing Association
Behavioural change
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Mobile Marketing Association
Consumer expectations
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Mobile Marketing Association
Just checking… Where does mobile fit in the marke8ng mix?
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Mobile Marketing Association
Digital marketing
Traditional marketing
mobile marketing
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Mobile Marketing Association
Integration is essential
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Mobile Marketing Association
“Consumers expect a seamless multichannel experience”
Thomas Marzano, Philips….at about 09:23 yesterday
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Mobile Marketing Association
What is mobile marke8ng being used for?
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Mobile Marketing Association
Acquisition Retention
Brand Building
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Mobile Marketing Association
What does mobile add that is different?
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Mobile Marketing Association
Contextual Relevance
Who? Where? When? What?
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Mobile Marketing Association
Three approaches to crea8ng a strategy for mobile. 1. Think of the future
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Mobile Marketing Association
“I skate to where the puck's going, not to where it has been.” Wayne Gretsky – Ice Hockey legend
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Mobile Marketing Association
Imagine a future where 50% of your business relies on the mobile channel. What would that look like?
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Mobile Marketing Association
Digital natives Digital immigrants
(SOME OF) YOU ME
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Mobile Marketing Association
Three approaches to crea8ng a strategy for mobile. 2. Map the customer journey
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Mobile Marketing Association
Awareness Advocacy
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Mobile Marketing Association
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Mobile Marketing Association
Awareness
Engagement
Considera1on
Purchase
Consump1on
Rela1onship
Advocacy
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Mobile Marketing Association
And as we heard, customer journeys are not linear…..
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Mobile Marketing Association
Map the touch points and understand how mobile can extend and enhance, not replace other channels
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Mobile Marketing Association
Three approaches to crea8ng a strategy for mobile. 3. Something more tradi8onal?
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Mobile Marketing Association
1. Business objective
2. Research
3. Customer insight
4. Targeting
5. Strategy 6. Concept
7. Execution
8. Measure results
9. Improve
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Mobile Marketing Association
Some considera8ons to include in your strategy for mobile marke8ng
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Mobile Marketing Association
“If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.” Cicero 80BC
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Mobile Marketing Association
Creativity is still vital
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Mobile Marketing Association
Similar but different
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Mobile Marketing Association
“It is easier to be repeatedly useful than it is to be repeatedly entertaining”
Rory Sutherland - Ogilvy
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Mobile Marketing Association
A familiar dilemma
Quality
Fast
Cheap
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Mobile Marketing Association
..with a digital twist
Targeted Cost
Effective Scale
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Mobile Marketing Association
Real time interaction allows for real time response…. Mobile is a two way channel
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Mobile Marketing Association
Convenience need & control
Channel choice
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Mobile Marketing Association
Understand your own capabili8es….and your partners
Strategy
Crea8ve
Execu8on
Mobile Analy8cs & Measurement
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Mobile Marketing Association
Execu8on is cri8cal
Strategy
Crea8ve
Execu8on
Mobile Analy8cs & Measurement
Mobile PlaRorm
Aggrega8on Development
Content crea8on & licensing
Short Code leasing
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Mobile Marketing Association
You have op8ons
Strategy
Crea8ve
Execu8on
Mobile Analy8cs & Measurement
AGENCY PLATFORM IN-‐HOUSE HYBRID
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Mobile Marketing Association
“The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it”
Mark Weiser – Xerox PARC
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Mobile Marketing Association
Thank you.
Any questions?
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Mobile Marketing Association
Contact Paul Berney Chief Marke8ng Officer & Managing Director, Europe, Middle East & Africa 123 Pall Mall, London, SW1Y 5EA O: +44 203 376 9455 M: +44 7753 566 441 [email protected] www.mmaglobal.com twi_er PAULBMMA h_p://uk.linkedin.com/pub/paul-‐berney/1/71a/898
Chartered Ins8tute of Marke8ng
Member of CMO Council Fellow of the Ins8tute of Direct Marke8ng Mentor for
The Marke8ng Academy
Business Leader in The Marke8ng Society