mobile tech discussion to MO Teachers conference. Primarily HS Marketing and business teachers. Springfield, MO July 2013

1. Elton Mayfield
Co-Founder, ER Marketing
@EltonMayfield
Are you Ready for the Mobile Explosion?
1983
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2. Today
 Mobile marketing is exploding.
 The small screen is becoming the main screen.
 Mobile users are 3X more likely to buy than PC users.
 Your students live in mobile.
 The future of marketing is mobile.
 Are you ready?
 The intersection of local, mobile and social is redefining
what marketing is.

3. ER Marketing & Elton Mayfield
 Business to Business marketing agency in KC
 Integrated marketing and communications firm
 Past President of KC Business Marketing
Association (BMA)
 Executive Board of Directors, BMA
International

4. @EltonMayfield
Mobile Has Come A Long Way

5. STATS

6. IT TAKES
HOURSFOR THE AVERAGE
PERSON TO REPORT A
LOST WALLET
IT TAKES
FOR THEM TO REPORT A
LOST PHONE

7. PERCE
OF ALL MOBILE SEARCHES
RESULT IN ACTION WITHIN 1
HOUR PERCE
OF ONLINE SEARCHES
RESULT IN ACTION WITHIN
ONE MONTH

8. MOBILE SEARCHES LEAD TO ACTION
OVER HALF LEADING TO PURCHASE
OUT
OF

9. OF LOCAL SEARCHES ON A MOBILE
PHONE RESULT IN A PHONE CALL.
GOOGLE, 2012

10. Things That Are Dead
 PDAs
 Paid email accounts
 Cassette decks
 Dial-up
 Getting film developed
 Digital/video cameras
 Movie rental stores
 Maps
 Classifieds
 The landline
 Long distance charges
 Pay phones
 VCRs
 Fax machines
 Phonebooks,
dictionaries,
encyclopedias
 Calling 411
 CDs & DVDs
 Snail-mail bills
 Buttons (on devices)
 Losing touch
 Paper
 Record stores
 Paper Books
 Book shelves
 Feature phones
 Desktops
 Privacy

11. The Splinternet
 SMS/MMS
 Mobile Email
 Location-based
Services
 Mobile Site
 Mobile Web App
 Mobile App
 iPad site
 iPad App
 QR Codes
 NFC
 Foursquare
 Facebook
 Facebook Places
 Instagram
 Twitter
 Scanning
 Social Commerce

12. TABLET STATS
 10-20% more $$$$ spent on
eCommerce
 1.5 hours per day
 54% email
 53% get news
 39% social networking
 Conversion rates are 33-66% higher
 ~90% of CEOs have iPads
@EltonMayfield

13. THE RISE OF THE MOBILE INFLUENCER
 Connected Consumers
 NOT early adopters!
 52% are Women in their early 40‟s
 81% are on Facebook
 Savvy 55%
 Frugal 21%
 Smartphone = Customer Service
Device of Choice

14. SMALL SCREENS. SMALL MESSAGES. BIG
RESULTS.
THINK SMALL

15. HOW BUSINESSES ARE USING
MOBILE
 SMS / MMS
 NFC/Bluetooth
 Mobile websites
 Mobile display advertising
 Location based marketing
 Mobile Apps
 QR Codes
 Tablet Computing
 Sales Enablement
@EltonMayfield

16. How we use our tablets

17. Enable the ROI in Print

19. Usage is swaying from desktop to mobile
THINGS ARE CHANGING

20. You Checked It Already Didn‟t you?
37%
checked their
mobile in the
last five
minutes
44%
checked their
mobile in the last
thirty minutes
55%
checked their
mobile in the last
fifteen minutes
@EltonMayfield

21. OVER
MOBILE USERS USE THEIR DEVICES
WHILE WATCHING TV

22. OVER
MOBILE USERS HAVE THEIR DEVICE
WITHIN ARMS REACH, 24/7

23. Are you a nomophobic?

24. A Through B

25. SO WHAT TO DO IN THE
CLASSROOM
@EltonMayfield

26. How Mobile Tech is Changing the
Way Education Works
 Smart mobile technology is changing the way
kids are educated.
 Smartphones and tablets have more going for
them than the „cool‟ factor though
@EltonMayfield

27. Tablet + Edu App = Smart Studying
 57% of children using educational apps
 77% playing downloaded games.
 Random House has decided to use mobile
technology to transition most of their printed works
into digital
 Lego has created an iPad app to bring its building
blocks digital to children.
 Toddlers are growing up with tablets, and the way
they learn has already changed.

28. Next-Gen Mobile Devices

29. Next-Gen Mobile Devices
@EltonMayfield

30. To Wrap It Up
 With mobile gaining significance in the
education distribution method, there will
obviously be a tug-of-war between the
traditional and the non-traditional methods of
education. But the move towards digitalization
of education has already commenced, and the
coming years will see a concretization in the
field of personalized, mobile education.

31. @EltonMayfield
MOBILE WEB

32. If you‟re going to make one
investment, get a mobile website.
For Businesses

33. Responsive Design

34. Not Mobile Friendly Mobile Friendly

35. ANTHROPOLOGIE

36. Hold on…
…it’s only going to get faster
Elton Mayfield
@eltonmayfield
linkedin.com/in/eltonmayfield
www.ermarketing.net

37. July 2013
BMA BLAZE
HIGHLIGHTS

38. Top B2B Trends
 Marketing + IT = The future is now
 Move Fast
 Realize you don‟t know what you need to know….yet
 CMO role well beyond marketing
 Everyone is in sales
 B2B sales landscape is dramatically changing
 Content must be relevant and someone must „own‟ it
 Change or die

39. “We‟re all working in beta”
 It‟s overwhelming and 97% expect the pace of
change to accelerate even more
 97% of marketers are doing things they‟ve
never done before
 34% feel “overwhelmed” by all the change
 21% said the skills for which they were hired
are now obsolete

40. Changing B2B marketing
landscape
 Your buyers are now just as smart as you
 Amazon and Google both entering the industrial
space.
 Amazon building DC fast
 Bought a robot company to automate the process
 40% of holiday sales were were on a
mobile/tablet/phone
 „Internet of things‟ - # of total connected devices is
expected to increase to more than 24B by 2020

41. Changing role of CMO
 78% of marketers now have greater input on
corporate strategy
 77% now have a seat at the executive table
 "We are no longer simply CMOs," she said.
"We are Chief Transformation, Integration,
Inspiration Officers.”
 Kathy Button Bell, CMO, Emerson

42. We‟re All in Sales – Dan Pink
 Gone from buyer beware to a world of seller beware
 3 Rules - the new ABC (always be closing)
 attunement - perspective taking. can you get in the other
person's head.
 buoyancy - how do you stay afloat in the ocean of regection.
question yourself, positive affect, what do you do after the
encounter. 'how do you explain failure'
 clarity - we need to curate information. if your customer knows
what their problem is, they don't really need you. where are you
more valuable? not problem solving, but problem finding. Can
you look down the road? can you identify the new problems?

43. We‟re All in Sales – Dan Pink
 Increase your effectiveness by reducing your
power.
 Whose better at sales - extrovert or introvert
 Ambiverts - both extrovert and introvert
 don't be a glad-hander. be more like yourself
 Give people an off-ramp (to act)
 Make it personal

44. We‟re All in Sales – Dan Pink
 servant selling - your job is to be of service first
then sell
 Grandmother test - treat the customer/prospect
like your grandmother (with 80K twitter followers).
 3 Key Tenants
 operate with integrity
 do work that matters
 take some risks

45. Integrated Content Marketing Strategy
 9 in 10 companies are employing content
marketing
 60% are increasing budgets for it
 Only 1 in 3 experiencing success
 Put someone in charge!
 "Everyone owns content, and when everyone owns
something, then no one owns it. When everything's
important, then nothing is important."
 - Michael Brenner, VP of marketing and content strategy,

46. Other Ideas
 Budgets are not keeping up with the demands
that are being put on marketing
 Make it personal
 The importance of technology/social
 Big data
 Sales and marketing

47. Other Ideas
 I have seen the future of b2b marketing, and its name is Eduardo
Conrado.
 Conrado is the senior VP-marketing and IT of Motorola Solutions. As his
title suggests, he oversees both marketing and information technology,
which is why he represents the future of b2b marketing.
 With the rise of marketing automation, analytics and other data-driven
marketing technologies, marketing and IT are growing ever more
interdependent, and marketing executives need to have more than an
understanding of technology – they need to embrace it and, ideally,
have control of it.
 From DigitalmarketingRemix
blog.http://digitalmarketingremix.com/profiles/blogs/story-of-the-week-why-
eduardo-conrado-is-the-future-of-b2b-market

48. The Takeaway
 "We're at a time of dramatic change. I love that old
saying 'if you don't like change, you're going to
like irrelevancy even less. No change is called
Kodak, it's called Newsweek, it's called
Blockbuster. So for individual organizations, if you
don't change in the next five years and change in
some pretty significant ways, that where it's all
going to end up. Embracing change means also
embracing failure."
 Malcolm Frank, executive VP at Cognizant Technology Solutions

49. Thank you