the marmite effect: a mobile primer for agencies & businesses
DESCRIPTION
Presentation for the Tucson American Marketing Association. March 13, 2012TRANSCRIPT
THE “MARMITE” EFFECTA MOBILE MARKETING PRIMER FOR AGENCIES & BRANDSTAMA | March 13, 2011
@tucsonama/#tucsonama
INTRODUCTION & AGENDATUCSON AMA
Agenda• The “Marmite” effect
• Mobile stats
• Mistakes to live by
• SXSW update
• Future trends
Michael BarberDirector, Digital Strategy, COHN
@michaeljbarber
THE REALITYTUCSON AMA
Americans consume 34 GBs of data per day.
THE REALITYTUCSON AMA
THE REALITYTUCSON AMA
THE REALITYTUCSON AMA
THE REALITYTUCSON AMA
THE “MARMITE” EFFECTTUCSON AMA
THE “MARMITE” EFFECTTUCSON AMA
Marmite = My Grandma
THE “MARMITE” EFFECTTUCSON AMA
Marmite Now Owns an iPad• 73 years old
• Lives in a 300+ year old cottage in rural Derbyshire, England
• Newest technology = multi-unit cordless telephone (two years ago)
• Uses iPad for two things = games & communication
• 10 minutes of training, a lifetime of connectivity
THE “MARMITE” EFFECTTUCSON AMA
The “Marmite” Effect• Mobile connectivity is dramatically rising across all socio-economic statuses
• Driven by post PC era - smartphone and tablet
• First year of more uploads, than downloads at the Super Bowl
• Part of the “next 50%”
• Major differences in mobile usage
MOBILE STATSTUCSON AMA
STATSTUCSON AMA
Last Year
STATSTUCSON AMA
This Year
STATSTUCSON AMA
STATSTUCSON AMA
Global. Itʼs still a feature phone World.
STATSTUCSON AMA
Post PC era isnʼt affecting smartphones, but tablets.• More smartphones sold last year than PCs
• iPad affecting PC usage, not smartphones
• 22% less time due to iPad
LEARN FROM OTHERS’ MISTAKESTUCSON AMA
SPECIALIZATIONTUCSON AMA
Donʼt be/look for all things. • Service-based (app development, SMS, mobile web)
• Strategy
• Creative production
• Integrated
TALENT & KNOWLEDGETUCSON AMA
You canʼt buy talent, nurture it.• Multi-faceted
• Easier to teach marketing people
• Provide focused investment on training
• Hire for specialities (e.g. UI, design)
TOO MUCH FOCUS ON ROITUCSON AMA
Please donʼt tell your boss you will make money immediately.• For agencies - Understand where mobile dollars will come from
• For brands - Figure out where your mobile dollars will come from
• Won’t immediately add to the bottom line
FOCUS, FOCUS, FOCUSTUCSON AMA
Narrow focus can be limiting. • Start somewhere, then move outward.
• Extend your services or reach across mobile
• Consultancy
• IP
DON’T WAITTUCSON AMA
Invest now, fail, invest, fail, invest, succeed.• POVs
• Labs Group
TOOLS TO MAKE MOBILE ADOPTION EASIERTUCSON AMA
MOBILE WEBTUCSON AMA
MOBILE WEBTUCSON AMA
MOBILE WEBTUCSON AMA
MOBILE ADVERTISINGTUCSON AMA
http://www.flickr.com/photos/fidelman/5282509966/
MOBILE ADVERTISINGTUCSON AMA
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SMSTUCSON AMA
MMSTUCSON AMA
MOBILE & SXSWTUCSON AMA
REDEFINING PLACETUCSON AMA
What is place?
REDEFINING PLACETUCSON AMA
What is place?• Who is there?• What are they doing?• Who is talking?
GEO-LOCATIONTUCSON AMA
Geolocation was a massive topic this year.• First, must redefine the concept of place
• Must use to benefit the user as much possible
• Issues/concerns with privacy can be mitigated with trust and
enhancement of user’s lives.
QR CODESTUCSON AMA
NEAR FIELD COMMUNICATIONTUCSON AMA
It may happen (if Apple pays for it). • Just starting to test with newest Android phones
• Retailers have ancient POS systems; will take time to integrate
• Apple/Google have enough money to float the US government for about a year
• How much value will consumers see in these technologies?
THE MOBILE FUTURETUCSON AMA
5 THINGS TO WATCHTUCSON AMA
Natural user interface on mobile (e.g. Kinect)1Speech development (e.g. Siri)2Connected devices (e.g. Apple TV, Google TV/Play)3Network maturation (e.g. 4G)4Socio-economic patterns as adoption rises5
THANK YOUTUCSON AMA
THANK YOU!
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Michael BarberDirector, Digital Strategy, COHN
@michaeljbarber
520-591-1658
http://linkedin.com/in/uabarber