power of mobile workshop v2
DESCRIPTION
Thoughts on Mobile marketing, video stripped out.TRANSCRIPT
The NEW marketing.The NEW marketing.
Mobile’s Role in an Mobile’s Role in an Always On Always Always On Always Connected WorldConnected World
#powermobile
Thought 1
Traditional Marketing/Advertising Thinking
Average Stuff for Average People
How do you win the game?
Get Eyeballs
Interruption Marketing
ROI
5
Extending reach, getting exposure
PersonalUbiquitousImmediate
Thought 2
The Power of the Internet
The Semantic Web is a set of technologies which are designed to enable a particular vision for the future of the Web — a future in which all knowledge exists on the Web in a format that software applications can understand and reason about. By making knowledge more accessible to software, software will essentially become able to understand knowledge, think about knowledge, and create new knowledge. In other words, software will be able to be more intelligent — not as intelligent as humans perhaps, but more intelligent than say, your word processor is today.
The Semantic Web is a set of technologies which are designed to enable a particular vision for the future of the Web — a future in which all knowledge exists on the Web in a format that software applications can understand and reason about. By making knowledge more accessible to software, software will essentially become able to understand knowledge, think about knowledge, and create new knowledge. In other words, software will be able to be more intelligent — not as intelligent as humans perhaps, but more intelligent than say, your word processor is today.
Every screen a porthole onto the machine
•4 Billion Subscribers.
•Pop of world 6.7 Billion.
•Circulation of newspapers - 480 million
•Cars - 800 million
•Cable and Sat TV - 850 million
•PC (All) - 1Billion
•Landlines 1,2 Billion
•eMail users - 1.3 Billion
•Credit card users - 1.7 Billion
Comparison
4 Billion MOBILE
•Twice the number of credit card users.
•Two and half times the number of TV Sets.
•Four times the number of personal computers.
•1.18 Billion Mobiles sold in 2008 (more than the total installed base of PC)
Powerful•8 megapixel cameras.
•4 inch screens.
•3G connections. (3.5)
•90% of all Phones have a browser.
•The processing power of the Nokia N96 equals the total computing power on the planet when man went to the moon.
•South Africa
•35 million phones (pop: 49 million)
•13 million MXIT (330 million messages)
“The Web is more a social creation than a technical one. I designed it for a social effect - to help
people work together - and not as a technical toy”
Tim Berners-Lee Weaving The Web
Thought 3
The Essence of New Marketing
Last month it was 10 Years
Ago That
Seth Godin published this
book
A Ridiculous Idea
The internet is word of mouth
TalkersSomething to Talk About
A way to talk
Thought 4
A New Customer Journey
AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY
Go to store
View TV or print ad
Compareoptions
Choose best
option
Buy itemJoin/align
with brand
The Once-familiar Consumer Journey1. Few touch points, well-choreographed
2. Linear, store-dependent3. Advertising-inspired
Slide from “the OPEN brand”
Search for brand
Research product
View designer
video
Visit a store
Order outfit
Send mobile pic
Upload pics of
purchase
Read a review or
blog
A New Customer Journey1. A proliferation of engaging digital
touchpoints 2. Non-linear, cross-channel3. Web-first for many consumer buying
decisions
ReadFacebook
feeds
Use a visualisation
tool
Register account
Slide from “the OPEN brand”
Thought 5
The Real Mobile USP
Context
Local
Latitude
Find books in bookstore
Order meals
Rate Service
Integrate into the Experience
Thought 6
Follow the crazy ones
Walter PikeFounder: AAA Digital Marketing Academy
Head of Faculty: Marketing & Advertising, AAA School of Advertising.
Speaker, Blogger, Consultant, Social Media Participant
Blog: PiKE’s Thinking ... http://walterpike.com
@walterpike on twitter, friendfeed and1000’s of other places on the internet.