mobile first - what brands can do
DESCRIPTION
Talk I gave at the AdAge Digital Conference in San Francisco. How brands can embrace mobile first.TRANSCRIPT
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Mobile now, first and only
September 2012
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64% of consumers would give up TV before their smartphone
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80% will not leave home without their smartphone
People LOVE and NEED their phones
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Greater access to mobile phones than safe drinking water
3
© 2010
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4.3 hours
TV
2.5 hours
Internet
44 minutes
Newspaper/Magazine
>1 hour (30% increase from last year)
Mobile Device
Time spent on mobile versus other activities
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5.00
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
.50
0
Hou
rs
Time spent per day
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Mobile cannibalizes PC’s & Internet
1B PC’s 6.0B
mobile devices
Source: IDC 2012, Mary Meeker Global Internet Report 2012
3.0
2.5
2.0
1.5
1.0
0.5
0
Use
rs in
bill
ions
37% growth
8% growth
Mobile growth outpacing internet
1.1B 3G Mobile Subs
1.5B Internet Users
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Mobile is a marketer’s goldmine
� Always on, always connected
� Advanced computing
� Deep personal relationship
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� Data, data, data! � Unprecedented engagement
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Mobile advertising spend lags time spent
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Magazines
Share of Average Time Spent per Day with Select Media by Adults vs. US ad Spending Share, 2011
Time spent share Ad spending share 50
45
40
35
30
25
20
15
10
5
0
% o
f spe
nd
Newspapers Mobile Radio Internet* TV
Note: *time spent with the internet excludes internet access via mobile, but online ad spending includes mobile internet ad spending; due to this, the total of the ad spending shares for all the media adds up to more than 100%
Source: eMarketer, Dec 2011
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50% of Facebook activity is on mobile and 45% of tweets are from mobile devices
30% visit a business based on mobile search or reviews
Mobile pervades all elements of life
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Web email 34% Mobile email 32%
Source: Pew Internet Research, Comscore, Nielsen
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65% use phone for turn by turn directions
Voice 41% coordinate get togethers & meetings
77 minutes/day on smartphone apps
52% smartphone owners use device while watching TV
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Elements of a mobile first
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User Interface: • Simplify • Prioritize • Delight with new ways to
interact: touch, swipe, speak, shake
User experience: • Leverage hardware: camera,
GPS, sensors • Multi-facet engagement:
• Work and play • Content and commerce • Travel and at home
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Thirst
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Mobile approaches
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• Deep brand identity • Control • Full phone features
• Expensive • Long lead time • Limited distribution • Siloed data
• Network effects • Collective data • Native app benefits
• Developer management • Continuous discovery • Less control
• Lightweight • Easy to deploy • Cheaper than native
• Feature tradeoffs
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Distributed mobile strategy
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Leverage growth and engagement
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Growth +
Engagement
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Brands engage through the product
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Targeting through: Age Gender Location Interests
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Integrated marketing driving retail and commerce
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What are brands doing
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Physical presence H
ome
base
d
Deep Engagement
Opportunistic
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Where brands are spending time
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Identify • Demo days • Agency programs • Task forces
Experiment • Hackathons • Incubators and
labs • Pitch days
Integrate • Test budget • Investment /
acquisition • Co-marketing • API generation
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Embrace the Silicon Valley ethos
� Shorter timelines
� Test, explore, learn
� Take risks
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