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


What I will talk about What I will not talk about

MARKETING TECHNOLOGY


Let’s agree two things before we start


Why do you need to include mobile?

Because consumers are mobile and brands are following them


Mobile strategy: “We need an iPhone app”

Really?


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


These changes “stack up” on top of each other

Technological convergence

Consumer behaviour

Speed 3G

Handsets

Data tariffs

Marke8ng challenges

Industry promo8on

Economic change


Behavioural change


Consumer expectations


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


Digital marketing

Traditional marketing

mobile marketing


Integration is essential


“Consumers expect a seamless multichannel experience”

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


What is mobile marke8ng being used for?


Acquisition Retention

Brand Building


What does mobile add that is different?


Contextual Relevance

Who? Where? When? What?


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


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


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


Digital natives Digital immigrants

(SOME OF) YOU ME


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


Awareness Advocacy


Awareness

Engagement

Considera1on

Purchase

Consump1on

Rela1onship

Advocacy


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


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


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


1. Business objective

2. Research

3. Customer insight

4. Targeting

5. Strategy 6. Concept

7. Execution

8. Measure results

9. Improve


Some considera8ons to include in your strategy for mobile marke8ng


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


Creativity is still vital


Similar but different


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

Rory Sutherland - Ogilvy


A familiar dilemma

Quality

Fast

Cheap


..with a digital twist

Targeted Cost

Effective Scale


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


Convenience need & control

Channel choice


Understand your own capabili8es….and your partners

Strategy

Crea8ve

Execu8on

Mobile Analy8cs & Measurement


Execu8on is cri8cal

Strategy

Crea8ve

Execu8on


Mobile PlaRorm

Aggrega8on Development

Content crea8on & licensing

Short Code leasing


You have op8ons

Strategy

Crea8ve

Execu8on


AGENCY PLATFORM IN-‐HOUSE HYBRID


“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


Thank you.

Any questions?


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