marketing in a post-pc world
DESCRIPTION
10 practical pieces of advice on how to manage their communications strategies in a mobile world.TRANSCRIPT
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Marketing in apost pc worldSept 2013
Mike Hill & Vlad Ivanovic
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Note: all links, videos & references @ our bloghollerlabs.wordpress.com/2013/08/30/marketing-in-a-post-pc-world/
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Business context
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PC vs mobile
http://www.asymco.com/2013/07/18/the-pc-calamity/
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Phone = computer
http://www.asymco.com/2013/08/20/the-last-frontier/
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Facebook announce mobile ad rev up 76% to 41% total*
Unlock mobile, unlock $
*http://business.time.com/2013/07/25/facebook-shares-skyrocket-as-social-giant-hits-mobile-stride/
Share price up 20% in 1 day
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1. Centre everything around customer journey mapping
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Why it’s important
http://xkcd.com/1254/
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How to do itStages Awareness Research Consideration Purchase Advocate
Behavior
Barriers
Channels
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Rail Europe e.g.
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Who’s done it – services
Apple Passbook users 2X
annual spend
Mapping & building with customers, in
store
Re-imagine window
shopping
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Who’s done it – media
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What to do nextShort term• Create a CJM with your team/agencies
Medium term• Brief your creative/media agencies to overcome
one barrier in CJM• Integrate results back into your CJM
Long term• Correlate customer behavior with store visits
and other channels• Continue to focus on the CJM for planning
Drag picture to placeholder or click icon to add
http://500px.com/photo/28555661
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2. Be water my friend
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Why it’s important
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How you do it – clientD
es
ign
Content
Fu
nc
tio
nal
ity
Media
• Typography • Grids • Action states
• Geo-data• Accelerometer• Touch• Location (in/out store)• Accessibility
• Video • Retina images
• Assets (CS, JS files)• Load times
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How you do it – server
MyBusiness.com
Web iOS app Google Glass Milk cartonAdmin system
Products Customers Payments/salesAnalytics
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Who’s doing it
Homepage uniques up
15%
Extending the sporting
experience
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What to do nextShort term• Review mobile visitors to your site• Make 3 key actions on site responsive
Medium term• Make your web properties responsive• Have page load times a critical KPI
Long term• Unbundle your business data into services• Build an integrated interface to the services• Ensure all digital properties get their
information from the interface
http://500px.com/photo/27767887
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3. Stop tapping people on the shoulder, create value
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Why it’s important
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How you do it
Innovators Early adopters
Ch
asm
Pragmatists Conservatives Skeptics
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Who’s done itEquip
division +18% profit @ launch
Service driving
campaign creative
1M downloads,
$9B transactions
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What to do nextIdentify key customer needs through CJM
Create service/product hypothesis around key customer needs• Problem, distribution, demand creation hypothesis• Identify innovator segment within your customers• Test hypothesis with these customers• Launch phase one product
http://www.21stcenturylearningalliance.org/21CLAv2/wp-content/uploads/2010/06/test-tube-chemicals-beaker1.jpg
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Lightning round
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4. Compare mobile vs web
Month 1 Month 2 Month 3 Month 4 Month 5
Mobile
Web
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5. Load time: ave & 95th %
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6. Use your worst user’s eyes
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7. Facebook is not a strategy
http://cdn.themetapicture.com/media/funny-Facebook-people-Fry-meme.jpg
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8. Work from your couch
http://a248.e.akamai.net/origin-cdn.volusion.com/tuetw.xbexr/v/vspfiles/photos/20010-6.jpg?1348070513
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9. Execution over ideas
http://ih2.redbubble.net/image.4155986.5317/flat,550x550,075,f.jpg
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10. Start something
http://500px.com/photo/32733547
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Thank youVlad Ivanovic, Digital Strategist
Mike Hill, CEO
Office +61 2 9469 5954
Suite 5, 30 Boronia StreetRedfern NSW 2016
@vladiim