dont believe everything you read: lessons & pains from trying to go mobile-first

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DO NOT BELIEVE EVERYTHING YOU READ: myths, lessons & pains from trying to go mobile- first

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Page 1: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

DO NOT BELIEVE EVERYTHING YOU READ:

myths, lessons & pains from trying to go mobile-first

Page 2: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Customers long shifted to mobile first, brands just starting

Page 3: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

“Year of Mobile” finally, maybe?

2016 : mobile ad spending eclipses

desktop 86%80%

>90%

Page 4: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Every time we do something on our mobiles,

we leave trails of digital exhaust (‘signals’)

Clicks

Texts sent

Location

Stuff liked

visit mosques or churches weekly

Apps downloaded

Photos uploaded/browsed

Ad responses

Searches

Music playlists created TV series saved

Mouse-oversAdd to wish-list/cart

Channel follows

Seconds of video watched

% of page scrolled

Other devices sharing the same home/ work

Emails

Each signal stamped

with time, location,

mobile ISP

Page 5: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

No longer advertising to broad customer segments, we can now

serve ads to the precise sweetspot moment

Johoreans who

commute to singapore

daily

“Ending phone

contract soon”

- Owners of phones who installed the FB on this phone 20+

months agoMalay

parents with kids in

Chinese schools

“Youth”

Behavioral: “Frequent travelers”

Affinity groups:tech lovers or music lovers

Families of 3 or more who

recently moved house past 30 days

Page 6: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Shift to mobile potentially rewrites the rules of

marketing & branding 101• Not just a change

in channel or screens

• It’s a change in how brands now work

• Long tail micro-moments replace outdated shorthand of “segments”

Cost per response$$

% of buyable ad inventory

BIG HEAD BRAND & PRODUCT COMMS

Segmented/ Targeted messaging

LONG TAIL MOMENTS(micro-moments, real-time, trigger-based, retargeted, biddable)

Page 7: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Potentially also, infinite messaging Even 1 digital creative can have infinite variations – dynamically

served and optimized, according to whatever rules we set

Page 8: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

New possibilities, new language, soon a new normal

• he

mobile

Page 9: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Alas, this isn’t a presentation about those new mobile possibilities

Page 10: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

This presentation is about why more of us here DON’T

take advantage of these new possibilities enough

Page 11: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Why what’s possible = what’s actionable

What’s actionable Bound by marketing resources, both in terms of capability and capacity

What’s possible Exponential increase in opportunity for volume, variety, velocity. Using real-time, dynamic, data-driven and hyper-targeted marketing

Marketing outcomes MARKETIN

G CAPABILITY GAPS

Page 12: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first
Page 13: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first
Page 14: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

D’OH #1: the web

Page 15: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Maxis.com.myCirca 2013

Our infamous 12 tile layout

Page 16: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Maxis online storeon a mobile?

Page 17: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first
Page 18: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

2014 – a new mobile friendly site, yay!

…(well, almost)

Page 19: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

‘Mobile-friendly’ means going beyond pleasing Google-bots

1. Fewer number of features overall - as frictionless as possible for the mobile user

2. Single column layout, maximum readability3. “Built for touch” 4. limited or no need for typing5. Large graphics with white-space borders for large

or clumsy fingers6. Bigger button sizes too7. Image file sizes are smaller for the mobile version

of the website than those used for the desktop version of the website (quicker load times)

Page 20: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Spot what’s still

wrong?

Page 21: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

D’OH #2: the language

Page 22: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

BM Site BM App

Page 23: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Hotlink web now in 16 languages

Page 24: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first
Page 25: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

D’OH #3: size of stuff

Page 26: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Try hunting down your own mobile sizing “fails”

Banners/cover photos tooConsider re-layouting brand logoWrite mobile display banners for mobile or…

Page 27: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

D’OH #4: pretty much all our videos

Page 28: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Remember: just because a video is “digital” doesn’t mean it

works for mobile

Shorter & Bigger & Up Close

Use Large Text and Zoom-In close on Important bits of the story

Add a CTASoundless

Page 29: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

D’OH #5: any sort of “media

target”

Page 30: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

What usually happens in the shift to mobile

• The dollars move first• The strategy moves after• Takes a while for any marketer to realize you are STILL

using traditional media target segments when buying mobile

• Mobile targeting offers so much pin-sharp targeting at scale, it is almost more useful to

“Youth”

Behavioral: “Frequent travelers”

Affinity groups:tech lovers or music lovers

Families of 3 or more who

recently moved house past 30 days

Page 31: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Think instead in “moments”

Page 32: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

D’OH #6: almost everything in our brand

design guidelines

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Page 34: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

D’OH #7: finally, our entire digital creative &

production workflow

Page 35: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Ad sizes explodingOther standard sizes1. Full Banner – 468 pixels wide by 60 pixels tall2. Leaderboard – 728 pixels wide by 90 pixels tall3. Square – 336 pixels wide by 280 pixels tall4. Square – 300 pixels wide by 250 pixels tall5. Square – 250 pixels wide by 250 pixels tall6. Skyscraper – 160 pixels wide by 600 pixels tall7. Skyscraper – 120 pixels wide by 600 pixels tall8. Small Skyscraper – 120 pixels wide by 240 pixels tall9. Fat Skyscraper – 240 pixels wide by 400 pixels tall10.Half Banner – 234 pixels wide by 60 pixels tall11.Rectangle – 180 pixels wide by 150 pixels tall12.Square Button – 125 pixels wide by 125 pixels tall13.Button – 120 pixels wide by 90 pixels tall14.Button – 120 pixels wide by 60 pixels tall15.Button – 88 pixels wide by 31 pixels tall

Common, But Not Standard Banner Sizes16.Small Banner – 230 pixels wide by 33 pixels tall17.Large Leaderboard – 728 pixels wide by 210 pixels tall18.Large Leaderboard – 720 pixels wide by 300 pixels tall19.Pop-up – 500 pixels wide by 350 pixels tall20.Pop-up – 550 pixels wide by 480 pixels tall21.Half Page Banner – 300 pixels wide by 600 pixels tall

Top Performing Ad Sizes on Google1. Leaderboard – 728 pixels wide by 90 pixels tall2. Half-Page – 300 pixels wide by 600 pixels tall3. Inline Rectangle – 300 pixels wide by 250 pixels

tall4. Large Rectangle – 336 pixels wide by 280 pixels

tall5. Large Mobile Banner – 320 pixels wide by 100

pixels tall6. Mobile Leaderboard – 320 pixels wide by 50

pixels tall7. Banner – 468 pixels wide by 60 pixels tall8. Half Banner – 234 pixels wide by 60 pixels tall9. Skyscraper – 120 pixels wide by 600 pixels tall10.Vertical Banner – 120 pixels wide by 240 pixels

tall11.Wide Skyscraper – 160 pixels wide by 600 pixels

tall12.Portrait – 300 pixels wide by 1050 pixels tall13.Large Leaderboard – 970 pixels wide by 90

pixels tall14.Billboard – 970 pixels wide by 250 pixels tall15.Square – 250 pixels wide by 250 pixels tall16.Small Square – 200 pixels wide by 200 pixels tall17.Small Rectangle – 180 pixels wide by 150 pixels

tall18.Button – 125 pixels wide by 125 pixels tall

Page 36: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

… multiplied by more hyper-targeted versioning capabilities

Page 37: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Does your agency still look/work like this?

Standard creative workflow & traditional charging model is inherently incompatible with high volume, velocity & variety of being truly mobile first

Page 38: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Which brings us back to…

Page 39: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Why what’s possible = what’s actionable

What’s actionable Bound by marketing resources, both in terms of capability and capacity

What’s possible Exponential increase in opportunity for volume, variety, velocity. Using real-time, dynamic, data-driven and hyper-targeted marketing

Marketing outcomes MARKETIN

G CAPABILITY GAPS

Page 40: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Digital marketing maturity- closing the capability gaps -

Desktop-led digital presence

across web, social , ads. Only basic media KPIs tracked - traffic,

CTR, CPC led

Specialized digital team –

across desktop & mobile – social,

search, display & remarketing

across. Initiatives still largely

project based

Rule-based personalization,

targeting, bidding and versioning. Campaigns

measured/optimized on goal-

based outcomes. Strong digital

fluency outside digital specialist

team

Predictive, auto-triggered,

personalized, time and

location-specific marketing.Customer

Journey mindset in digital

marketing & CX, KPIs tied to monthly biz

targets

Bridging offline and online – one shared

view of the customer – one to

one personalization and cross channel

engagement

KPIs tied to enhancement of

customer value and advocacy

Initial

Tactical , Experiment

al

Repeatable,

Scalable

Data driven,

automated

Transforma-tional

Specialised knowledge

gap bring in outside

specialists & evangelist

Process gap

Planning, tracking &

review processes to

be more regular, less

unpredictable

Team & workflow

Everyone shares

common language &

success metrics.

Revamped workflow &

tracking fully institutionalize

d

Platform & infrastruct

ure gap Strong

investments in data,

automation, auto-

personalization

Management &

organization gap

Digital priorities

understood and top of mind

organization–wide

Page 41: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

How/where to begin?

Page 42: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Things I believe that worked (at least for us)

1

Page 43: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Things I believe that worked (at least for us)

2 Invest in failure- Not just an experiments budget - But a learning budget

Page 44: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Things I believe that worked (at least for us)

3Stop imprisoning data in research & reporting teams - Invest in data visualizations instead of static powerpoint reports – to democratize decision-making & problem solving to more members of the team

Which days / post types get the most

shares?Negative vs

positive social sentiment by

state?

Which device campaigns drove high traffic – with high conversions and

low cost?

Page 45: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Things I believe that worked (at least for us)

4Choose to work with people who are restlessly curious.

Those excited about figuring out how to create work for new platforms

Leader’s of What’s Next“Driving Change”

• Restless curiosity • Inquisitive• Explorative• Sharing

• Make change happen • Initiate• Implement• Learn

• Passion for excellence • Ambitious• Challenging• Care about

details

Page 46: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

The Internet is the first thing that humanity has built that humanity doesn't understand, the largest

experiment in anarchy that we have ever had.

Eric Schmidt, Google

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Page 48: DONT BELIEVE EVERYTHING YOU READ: lessons & pains from trying to go mobile-first

Questions TweetsSlides

Violent disagreements?

@SulinLau

[email protected]

http://www.slideshare.net/flipside247