Proxxima 2012 Paul Gelb Razorfish Keynote - Mobile: A New Golden Age of Marketing
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The document discusses the growth of mobile marketing opportunities. It notes that the platform wars have expanded beyond just being about mobile. It also discusses how mobile usage and advertising spending have grown significantly. The document argues that mobile offers many new opportunities for brands including search, premium purchases, flash sales, display ads, and data collection/usage. However, it notes that the full potential of mobile marketing has yet to be realized.
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Proxxima 2012 Paul Gelb Razorfish Keynote - Mobile: A New Golden Age of Marketing
- 1. Mobile The Next Golden Age of Marketing May 10th 2012
- 2. agenda • Platform wars • Future growth of mobile • Brand opportunities & notable examples • Publisher monetization 2 Proxxima 2012
- 3. platform wars moved beyond year of mobile 3 Proxxima 2012
- 4. iPad & iPhone were fastest adopted devices 4 Proxxima 2012
- 5. Apple’s iPhone business is now worth more than Microsoft. 5 Proxxima 2012
- 6. tech giants’ competition has just begun Samsung Microsoft Google Apple Facebook Amazon Proxxima 2012
- 7. mobile ad spend has grown methodically 7 Proxxima 2012
- 8. U.S. trends will spread globally Mobile used to fill infrastructure vacuums in emerging economies, now it provides more value than robust infrastructure in mature economies. 8 Proxxima 2012
- 9. multiple revenue stream opportunity exists there are three key growth catalysts multi-tasking • Search mobile shopping • Premium purchases mobile data • Flash deals • Display • Data 9 Proxxima 2012
- 10. consumers behavior changed before marketers started working on a solution 10 Proxxima 2012
- 11. ad spend will follow measureable engagement 11 Proxxima 2012
- 12. U.S. mobile commerce is scaling fast 12 Proxxima 2012
- 13. mobile is becoming part of the path to purchase 13 Proxxima 2012
- 14. investors are following consumers 14 Proxxima 2012
- 15. most valuable consumer segment is the mobile shopper 15 Proxxima 2012
- 16. existing audience measurement and marketing analytics were not created for a multi-device and application world Proxxima 2012
- 17. alternatives to cookies are being tested Proxxima 2012
- 18. we have only begun to use the data we have 18 Proxxima 2012
- 19. best practices begin with process 19 Proxxima 2012
- 20. CONTEXTUAL RELEVANCE mobile best practices have one thing in common 20 Proxxima 2012
- 21. contextual relevance has many meanings Who? Where? When? What? How? 21 Proxxima 2012
- 22. Westin wipes away the cold 22 Proxxima 2012
- 23. Disney taps into gaming 23 Proxxima 2012
- 24. Yahoo! targets multi-tasking 24 Proxxima 2012
- 25. Unilever looks beyond ads 25 Proxxima 2012
- 26. no one is fully monetizing mobile 26 Proxxima 2012
- 32. “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next 10. Bill Gates, Microsoft Founder 32 Proxxima 2012
- 33. we have not seen the full potential of mobile Proxxima 2012
- 34. Thank You
Editor's Notes
- Ultimately, the goal of the marketing CTO is to enable the CMO to wield technology as a strategic marketing capability. Analogous to relationship between a less-technical CIO and his or her CTO, or between a product CTO and the CEO. If the chemistry is right, this is a powerhouse combination.