istrategy ams 2011 - paul berney, mobile marketing association

Mobile Marketing Association

Building a strategy for mobile iStrategy, Amsterdam 2011

Paul Berney CMO & MD EMEA Mobile Marketing Association

Mobile Marketing Association

What I will talk about What I will not talk about

MARKETING TECHNOLOGY

Mobile Marketing Association

Let’s agree two things before we start

Mobile Marketing Association

Why do you need to include mobile?

Because consumers are mobile and brands are following them

Mobile Marketing Association

Mobile strategy: “We need an iPhone app”

Really?

Mobile Marketing Association

Just  checking…  What  are  the  main  drivers  of  mobile  marke8ng?  

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  

Mobile Marketing Association

Behavioural change

Mobile Marketing Association

Consumer expectations

Mobile Marketing Association

Just  checking…  Where  does  mobile  fit  in  the  marke8ng  mix?  

Mobile Marketing Association

Digital marketing

Traditional marketing

mobile marketing

Mobile Marketing Association

Integration is essential

Mobile Marketing Association

“Consumers expect a seamless multichannel experience”

Thomas Marzano, Philips….at about 09:23 yesterday

Mobile Marketing Association

What  is  mobile  marke8ng  being  used  for?  

Mobile Marketing Association

Acquisition Retention

Brand Building

Mobile Marketing Association

What  does  mobile  add  that  is  different?  

Mobile Marketing Association

Contextual Relevance

Who? Where? When? What?

Mobile Marketing Association

Three  approaches  to  crea8ng    a  strategy  for  mobile.    1.  Think  of  the  future  

Mobile Marketing Association

“I  skate  to  where  the  puck's  going,  not  to  where  it  has  been.”    Wayne  Gretsky  –  Ice  Hockey  legend    

Mobile Marketing Association

Imagine a future where 50% of your business relies on the mobile channel. What would that look like?

Mobile Marketing Association

Digital natives Digital immigrants

(SOME OF) YOU ME

Mobile Marketing Association

Three  approaches  to  crea8ng  a  strategy  for  mobile.    2.  Map  the  customer  journey  

Mobile Marketing Association

Awareness  Advocacy  

Mobile Marketing Association

Mobile Marketing Association

Awareness  

Engagement  

Considera1on  

Purchase  

Consump1on  

Rela1onship  

Advocacy  

Mobile Marketing Association

And as we heard, customer journeys are not linear…..

Mobile Marketing Association

Map the touch points and understand how mobile can extend and enhance, not replace other channels

Mobile Marketing Association

Three  approaches  to  crea8ng  a  strategy  for  mobile.    3.  Something  more  tradi8onal?  

Mobile Marketing Association

1. Business objective

2. Research

3. Customer insight

4. Targeting

5. Strategy 6. Concept

7. Execution

8. Measure results

9. Improve

Mobile Marketing Association

Some  considera8ons  to  include  in  your  strategy  for  mobile  marke8ng  

Mobile Marketing Association

“If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.” Cicero 80BC

Mobile Marketing Association

Creativity is still vital

Mobile Marketing Association

Similar but different

Mobile Marketing Association

“It is easier to be repeatedly useful than it is to be repeatedly entertaining”

Rory Sutherland - Ogilvy

Mobile Marketing Association

A familiar dilemma

Quality

Fast

Cheap

Mobile Marketing Association

..with a digital twist

Targeted Cost

Effective Scale

Mobile Marketing Association

Real time interaction allows for real time response…. Mobile is a two way channel

Mobile Marketing Association

Convenience need & control

Channel choice

Mobile Marketing Association

Understand  your  own  capabili8es….and  your  partners  

Strategy  

Crea8ve  

Execu8on  

Mobile  Analy8cs  &  Measurement  

Mobile Marketing Association

Execu8on  is  cri8cal  

Strategy  

Crea8ve  

Execu8on  

Mobile  Analy8cs  &  Measurement  

Mobile  PlaRorm  

Aggrega8on   Development  

Content  crea8on  &  licensing  

Short  Code  leasing  

Mobile Marketing Association

You  have  op8ons  

Strategy  

Crea8ve  

Execu8on  

Mobile  Analy8cs  &  Measurement  

AGENCY   PLATFORM   IN-­‐HOUSE   HYBRID  

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

Mobile Marketing Association

Thank you.

Any questions?

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  paul.berney@mmaglobal.com    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