the marmite effect: a mobile primer for agencies & businesses
DESCRIPTION
Presentation for the Tucson American Marketing Association. March 13, 2012TRANSCRIPT
![Page 1: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/1.jpg)
THE “MARMITE” EFFECTA MOBILE MARKETING PRIMER FOR AGENCIES & BRANDSTAMA | March 13, 2011
@tucsonama/#tucsonama
![Page 2: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/2.jpg)
INTRODUCTION & AGENDATUCSON AMA
Agenda• The “Marmite” effect
• Mobile stats
• Mistakes to live by
• SXSW update
• Future trends
Michael BarberDirector, Digital Strategy, COHN
@michaeljbarber
![Page 3: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/3.jpg)
THE REALITYTUCSON AMA
Americans consume 34 GBs of data per day.
![Page 4: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/4.jpg)
THE REALITYTUCSON AMA
![Page 5: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/5.jpg)
THE REALITYTUCSON AMA
![Page 6: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/6.jpg)
THE REALITYTUCSON AMA
![Page 7: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/7.jpg)
THE REALITYTUCSON AMA
![Page 8: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/8.jpg)
THE “MARMITE” EFFECTTUCSON AMA
![Page 9: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/9.jpg)
THE “MARMITE” EFFECTTUCSON AMA
Marmite = My Grandma
![Page 10: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/10.jpg)
THE “MARMITE” EFFECTTUCSON AMA
Marmite Now Owns an iPad• 73 years old
• Lives in a 300+ year old cottage in rural Derbyshire, England
• Newest technology = multi-unit cordless telephone (two years ago)
• Uses iPad for two things = games & communication
• 10 minutes of training, a lifetime of connectivity
![Page 11: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/11.jpg)
THE “MARMITE” EFFECTTUCSON AMA
The “Marmite” Effect• Mobile connectivity is dramatically rising across all socio-economic statuses
• Driven by post PC era - smartphone and tablet
• First year of more uploads, than downloads at the Super Bowl
• Part of the “next 50%”
• Major differences in mobile usage
![Page 12: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/12.jpg)
MOBILE STATSTUCSON AMA
![Page 13: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/13.jpg)
STATSTUCSON AMA
Last Year
![Page 14: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/14.jpg)
STATSTUCSON AMA
This Year
![Page 15: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/15.jpg)
STATSTUCSON AMA
![Page 16: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/16.jpg)
STATSTUCSON AMA
Global. Itʼs still a feature phone World.
![Page 17: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/17.jpg)
STATSTUCSON AMA
Post PC era isnʼt affecting smartphones, but tablets.• More smartphones sold last year than PCs
• iPad affecting PC usage, not smartphones
• 22% less time due to iPad
![Page 18: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/18.jpg)
LEARN FROM OTHERS’ MISTAKESTUCSON AMA
![Page 19: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/19.jpg)
SPECIALIZATIONTUCSON AMA
Donʼt be/look for all things. • Service-based (app development, SMS, mobile web)
• Strategy
• Creative production
• Integrated
![Page 20: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/20.jpg)
TALENT & KNOWLEDGETUCSON AMA
You canʼt buy talent, nurture it.• Multi-faceted
• Easier to teach marketing people
• Provide focused investment on training
• Hire for specialities (e.g. UI, design)
![Page 21: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/21.jpg)
TOO MUCH FOCUS ON ROITUCSON AMA
Please donʼt tell your boss you will make money immediately.• For agencies - Understand where mobile dollars will come from
• For brands - Figure out where your mobile dollars will come from
• Won’t immediately add to the bottom line
![Page 22: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/22.jpg)
FOCUS, FOCUS, FOCUSTUCSON AMA
Narrow focus can be limiting. • Start somewhere, then move outward.
• Extend your services or reach across mobile
• Consultancy
• IP
![Page 23: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/23.jpg)
DON’T WAITTUCSON AMA
Invest now, fail, invest, fail, invest, succeed.• POVs
• Labs Group
![Page 24: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/24.jpg)
TOOLS TO MAKE MOBILE ADOPTION EASIERTUCSON AMA
![Page 25: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/25.jpg)
MOBILE WEBTUCSON AMA
![Page 26: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/26.jpg)
MOBILE WEBTUCSON AMA
![Page 27: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/27.jpg)
MOBILE WEBTUCSON AMA
![Page 28: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/28.jpg)
MOBILE ADVERTISINGTUCSON AMA
http://www.flickr.com/photos/fidelman/5282509966/
![Page 29: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/29.jpg)
MOBILE ADVERTISINGTUCSON AMA
!"#$%&
!"#$%&#$'($)*+,&
-(..&)/0$&1+(2#32&.#)(.&
454&*16*$.&
5+(2#32&!"#$%&
!"#$%&#$'($)*+,&
7*+(&1+(2#32&.#)(.&
80+#(),&*9&1+#:#$;&2*%(".&
5+(2#32&$()<*+=.&
>$*<$&#$'($)*+,&
?*:3.&*$&1+(2#32&13@"#./(+.&
457&2*%("&
![Page 30: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/30.jpg)
SMSTUCSON AMA
![Page 31: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/31.jpg)
MMSTUCSON AMA
![Page 32: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/32.jpg)
MOBILE & SXSWTUCSON AMA
![Page 33: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/33.jpg)
REDEFINING PLACETUCSON AMA
What is place?
![Page 34: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/34.jpg)
REDEFINING PLACETUCSON AMA
What is place?• Who is there?• What are they doing?• Who is talking?
![Page 35: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/35.jpg)
GEO-LOCATIONTUCSON AMA
Geolocation was a massive topic this year.• First, must redefine the concept of place
• Must use to benefit the user as much possible
• Issues/concerns with privacy can be mitigated with trust and
enhancement of user’s lives.
![Page 36: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/36.jpg)
QR CODESTUCSON AMA
![Page 37: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/37.jpg)
NEAR FIELD COMMUNICATIONTUCSON AMA
It may happen (if Apple pays for it). • Just starting to test with newest Android phones
• Retailers have ancient POS systems; will take time to integrate
• Apple/Google have enough money to float the US government for about a year
• How much value will consumers see in these technologies?
![Page 38: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/38.jpg)
THE MOBILE FUTURETUCSON AMA
![Page 39: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/39.jpg)
5 THINGS TO WATCHTUCSON AMA
Natural user interface on mobile (e.g. Kinect)1Speech development (e.g. Siri)2Connected devices (e.g. Apple TV, Google TV/Play)3Network maturation (e.g. 4G)4Socio-economic patterns as adoption rises5
![Page 40: The Marmite Effect: A Mobile Primer for Agencies & Businesses](https://reader034.vdocument.in/reader034/viewer/2022052315/554cfd3db4c905a5138b533f/html5/thumbnails/40.jpg)
THANK YOUTUCSON AMA
THANK YOU!
Find This Presentation on SlideShare
www.slideshare.net/michaeljbarber
Michael BarberDirector, Digital Strategy, COHN
@michaeljbarber
520-591-1658
http://linkedin.com/in/uabarber