iStrategy AMS 2011 - Paul Berney, Mobile Marketing Association
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iStrategy Amsterdam 2011 : Paul Berney, CMO, Mobile Marketing Association - Building a Strategy for Mobile (Day Two - Split Stream Interactive Workshops)
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iStrategy AMS 2011 - Paul Berney, Mobile Marketing Association
- 1. Building a strategy for mobile iStrategy, Amsterdam 2011 Paul Berney CMO & MD EMEA Mobile Marketing Association Mobile Marketing Association
- 2. What I will talk about What I will not talk about MARKETING TECHNOLOGY Mobile Marketing Association
- 3. Let’s agree two things before we start Mobile Marketing Association
- 4. Why do you need to include mobile? Because consumers are mobile and brands are following them Mobile Marketing Association
- 5. Mobile strategy: “We need an iPhone app” Really? Mobile Marketing Association
- 6. Just checking… What are the main drivers of mobile marke8ng? Mobile Marketing Association
- 7. These changes “stack up” on top of each other Data tariffs Handsets Speed 3G Marke8ng challenges Economic change Industry promo8on Consumer behaviour Technological convergence Mobile Marketing Association
- 8. Behavioural change Mobile Marketing Association
- 9. Consumer expectations Mobile Marketing Association
- 10. Just checking… Where does mobile fit in the marke8ng mix? Mobile Marketing Association
- 11. mobile marketing Digital Traditional marketing marketing Mobile Marketing Association
- 12. Integration is essential Mobile Marketing Association
- 13. “Consumers expect a seamless multichannel experience” Thomas Marzano, Philips….at about 09:23 yesterday Mobile Marketing Association
- 14. What is mobile marke8ng being used for? Mobile Marketing Association
- 15. Acquisition Retention Brand Building Mobile Marketing Association
- 16. What does mobile add that is different? Mobile Marketing Association
- 17. Contextual Relevance Who? Where? When? What? Mobile Marketing Association
- 18. Three approaches to crea8ng a strategy for mobile. 1. Think of the future Mobile Marketing Association
- 19. “I skate to where the puck's going, not to where it has been.” Wayne Gretsky – Ice Hockey legend Mobile Marketing Association
- 20. Imagine a future where 50% of your business relies on the mobile channel. What would that look like? Mobile Marketing Association
- 21. Digital natives Digital immigrants (SOME OF) YOU ME Mobile Marketing Association
- 22. Three approaches to crea8ng a strategy for mobile. 2. Map the customer journey Mobile Marketing Association
- 23. Awareness Advocacy Mobile Marketing Association
- 25. Engagement Purchase Rela1onship Awareness Considera1on Consump1on Advocacy Mobile Marketing Association
- 26. And as we heard, customer journeys are not linear….. Mobile Marketing Association
- 27. Map the touch points and understand how mobile can extend and enhance, not replace other channels Mobile Marketing Association
- 28. Three approaches to crea8ng a strategy for mobile. 3. Something more tradi8onal? Mobile Marketing Association
- 29. 1. Business objective 9. Improve 2. Research 8. Measure 3. Customer results insight 7. Execution 4. Targeting 6. Concept 5. Strategy Mobile Marketing Association
- 30. Some considera8ons to include in your strategy for mobile marke8ng Mobile Marketing Association
- 31. “If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.” Cicero 80BC Mobile Marketing Association
- 32. Creativity is still vital Mobile Marketing Association
- 33. Similar but different Mobile Marketing Association
- 34. “It is easier to be repeatedly useful than it is to be repeatedly entertaining” Rory Sutherland - Ogilvy Mobile Marketing Association
- 35. Fast A familiar dilemma Cheap Quality Mobile Marketing Association
- 36. ..with a digital twist Cost Targeted Scale Effective Mobile Marketing Association
- 37. Real time interaction allows for real time response…. Mobile is a two way channel Mobile Marketing Association
- 38. Channel choice Convenience need & control Mobile Marketing Association
- 39. Understand your own capabili8es….and your partners Strategy Crea8ve Execu8on Mobile Analy8cs & Measurement Mobile Marketing Association
- 40. Execu8on is cri8cal Strategy Crea8ve Mobile PlaRorm Execu8on Development Aggrega8on Content crea8on & Short Code Mobile Analy8cs & Measurement licensing leasing Mobile Marketing Association
- 41. You have op8ons AGENCY PLATFORM IN-‐HOUSE HYBRID Strategy Crea8ve Execu8on Mobile Analy8cs & Measurement Mobile Marketing Association
- 42. “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 Mobile Marketing Association
- 43. Thank you. Any questions? Mobile Marketing Association
- 44. 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 paul.berney@mmaglobal.com www.mmaglobal.com twi_er PAULBMMA h_p://uk.linkedin.com/pub/paul-‐berney/1/71a/898 Chartered Fellow of the Ins8tute Business Leader in Ins8tute of Member of CMO Council of Direct Marke8ng Mentor for The Marke8ng Society Marke8ng The Marke8ng Academy Mobile Marketing Association