imedia breakthrough 2013

MOBILE BOOTCAMP: STATE OF THE INDUSTRYOctober 20, 2013

1Wednesday, October 23, 13

@august_west #imediasummit2

HELLO

• 17 Years in Advertising• 12 Years in Mobile• Founding Member of Mobile Marketing Association• Mobi Magazine: Top 10 Thinker In Mobile• Top 100 People to Have Lunch With: Media Magazine


@august_west #imediasummit3

Special Mobile Consultant Chief Strategy Officer Founder

3Wednesday, October 23, 13The Collective Factory is a group that helps agencies, brands and tech companies mobilize effectively.Four Seasons is one of our clientsResponsiveAds - Is the responsive design company for advertising. We provide a tool that lets creative agencies create one ad that runs on all screens and all sizes thereby reducing creative production and more dynamic ads since it is all based on HTML

@august_west #imediasummit

O Mobile Strategy Where Art Thou?



You seek a great fortune... You will find a fortune, though it will not be the one you seek. But first... first you must travel a long and difficult road, a road fraught with peril.

- Blind Seer, O Brother, Where Art Thou?

5Wednesday, October 23, 13Doing mobile is easy but like anything is tough at first

SITUATION ROOM:BACKGROUND ON MOBILE

@august_west #imediasummit6Wednesday, October 23, 13


WHAT WE THINK WE KNOW

7Wednesday, October 23, 13Some of you think you have mobile down. you might be saying to yourself


I am using responsive design



I have an app made



Were “hanging ads to drive app store

downloads.”



“I HAVE MOBILE DOWN BUT...”



THERE ARE A FEW THINGS EATING AT OUR SUCCESS@august_west #imediasummit


WHAT WE THINK IS EATING OUR SUCCESS

•TARGETING

•CREATIVE

•MEASUREMENT

•TRACKING (Particularly app download tracking)


I and our esteemed panel are going to discuss these things. These are the things we believe are eating mobile

http://s3.amazonaws.com/pre.good.is/goodfinder/original/17979_1280-eating-habits.jpg





These things are keeping us distracted


These things are distractions.


•TARGETING •TRACKING•MEASUREMENT•CREATIVE

LET’S ASSUME FOR A MINUTE THAT THESE

ARE ALL SOLVED

WHAT NEXT?

15Wednesday, October 23, 13Imagine for a second that these things have all been solved what then? What really is holding us back?


WHAT IS REALLY HOLDING US BACK?@august_west #imediasummit


WE THINK

SMALL


We tend to think small


BUT NOT ON PURPOSE

18Wednesday, October 23, 13but not on purpose

HISTORY:HOW WE GOT TO HERE


Let’s go down to the crossroads and look back at how we got here.


CONSUMER SURROUNDED BY MEDIA CHANNELS

On-ProductDirect Mail

In-Store

EventRadio

OOH

Print

Phone

Computer

Tablet

TV

TYPICAL COMMS PLANNING PROCESS:

Consumer is in the middle

20Wednesday, October 23, 13This the typical comms planning process. The consumer sits in the middle and the various media channels surround him


SOUND GENIUS?

21Wednesday, October 23, 13This sounds genius right?

NO!BECAUSE WE’RE PLANNING MOBILE AS A CHANNEL!


It sounds genius because its consumer centric. But it’s not because we end up planning mobile as a channelIt WAS AWESOME when media was STATIC


WHAT’S THE CONSEQUENCE

OF THIS?


What’s the consequence of this?


MISSED CONNECTIONSMedia becomes a mix of anonymous chance encounters

24Wednesday, October 23, 13Missed connections. Media becomes a mix of anonymous chance encounters


HOLD ON A SECOND!!!What Makes Mobile Great Exactly?



TRANSACTIONAL SOCIAL LOCATION IMMEDIATE

MOBILE, IT MAKES EVERYTHING:

ANTICIPATION MEDIATHE INTERNET OF THINGS

26Wednesday, October 23, 13How is that possible? What is causing missed connections? Four things that make mobile great


TV

Tablet

Computer

EventDR Mail

On Prod

Phone

OOH

RadioPrint

In-Store

PROVIDESLOCATION

TRANSACTIONAL

SOCIAL

MOBILEPERMANENT

CONNECTION

PersonMOBILE AS CHANNEL =

CONTINUOUSLYMISSED

CONNECTIONS

27Wednesday, October 23, 13Here is that planning construct again. When you plan mobile as a channel you wind up with continuously missed connections because were not leveraging THE FOUR AWESOME THINGS OF MOBILE to make our existing media work harder!

WHAT?!?!?Why do we do this?!?!?!?!?


WE THINK IN SILOS

29Wednesday, October 23, 13We do this because we think in silos

WE OFTEN PUT OURSELVES IN SILOS

30Wednesday, October 23, 13I care about my TV brand or my Direct Marketing brand or Digital brand.The only way consumers will care about your marketing is if you care about the brand

@august_west #imediasummitprivileged and confidential. Not for distribution. The Collective Factory LLC. 2012

email

salesin-store sales

online marketing

direct mail

TV

FOR BRANDS IT’S OFTEN BECAUSE OUR DATA SITS IN ISLANDS

31Wednesday, October 23, 13Companies tend to have a lot of disparate systems that are not tied together and or can’t talk to each otherIT groups inside companies often tend to be put in the position of having to take compromise solutions instead of the best solution. Marketing teams often feel like they are at the mercy of the IT group Because much of our data sits in islands. When digital came along brands had antiquated systems so they built out new data islands and centers to deal with these new tactics. And because nobody was telling them what the future would bring we acted in an adhoc way. We built new solutions for new tactics and opportunities. The net result is we have a very disconnected view of our consumers

@august_west #imediasummit@august_west #imediasummit

OR, WE LEARNED TO PLAN THIS WAY



Lot’s of reasons...



TRADITIONAL

PART OF IT IS THIS:

34Wednesday, October 23, 13In the beginning there was traditional media and life was good. Digital came along the old guys and gals in the room couldn't be bothered with digital. Digital was a FAD


TRADITIONAL DIGITAL

PART OF IT IS THIS:

35Wednesday, October 23, 13In the beginning there was traditional media and life was good. Digital came along the old guys and gals in the room couldn't be bothered with digital. Digital was a FAD


TRADITIONAL DIGITAL MOBILE

PART OF IT IS THIS:

36Wednesday, October 23, 13Now mobile has come along and we are repeating the same thing all over again with mobile. we are outsourcing it. There has been some normalization within agencies over the last year for the most part a lot of this is still being outsourced instead of learned internally

@august_west #imediasummit@august_west #imediasummit

WHAT IS THE WAY FORWARD?



MOBILE AS PLATFORM

Think Of It As A Mule

Eh, What’s a Mule?

38Wednesday, October 23, 13What is a mobile as a platform? What is a mule? A beast created by crossing two things that were not meant to go together. Like peanut butter and chocolate. Think of mobile as a mule. Adding mobile to any channel instead of it being used separately makes that channel better. Like peanut butter and chocolate. Or a donkey and a horse.


1+1 = 3

39Wednesday, October 23, 13make your media work harder1+1 = 3ADD MOBILE TO ANY MEDIA CHANNEL AND YOU GET SOMETHING GREATER THAN THE INDIVIDUAL PARTS

LIKE PEANUT BUTTERAND CHOCOLATE ->


In-Store

MOBILE AS PLATFORM

ContinuousConnections Phone

Phone =

Person

TV

Tablet

Computer

EventDR Mail

On Prod

Phone

OOH

RadioPrint

In-Store

PROVIDESLOCATION

TRANSACTIONAL

SOCIAL

MOBILEPERMANENTCONNECTION

40Wednesday, October 23, 13If we think about the phone being the consumer then we put the phone in the middle and we wind up in a world of continuos connections


CONTINUOUS CONNECTIONS

MOBILE AS PLATFORM =

FOR ALL MEDIA

41Wednesday, October 23, 13win with continuous connections. Make your media work harder. make more with less


THINK DIFFERENT:The Phone IS The Consumer



WHY SHOULD YOU CARE?



MO MONEY



AUDIENCE SIZE CAN INCREASE BY 135%

CONSUMER DROP OFF CAN IMPROVE BY 20%

OVERALL CONVERSIONS CAN INCREASE BY 19%

Source: Insight Express Mobility Study (blinded)

OMNI-CHANNEL WITH MOBILE = MORE MONEY

45Wednesday, October 23, 13Sales typically increase by about 20% when mobile is applied across all media channels. It works by eliminating waste. Consumers have the chance to act impulsively across all media now. The transactional device in their hands makes that possible


OK, HELP ME DO THIS



FOR STARTERS:

Stop Doing This-> TV

Tablet

Computer

EventDR Mail

On Prod

Phone

OOH

RadioPrint

In-Store

PROVIDESLOCATION

TRANSACTIONAL

SOCIAL

MOBILEPERMANENT

CONNECTION

Person

47Wednesday, October 23, 13STOP THINKING OF MOBILE AS A CHANNEL


In-Store

FOCUS ON GETTING TO

HERE ->

PhonePhone = Person

In-Store

TV

Tablet

Computer

EventDR Mail

On Prod

Phone

OOH

RadioPrint

In-Store

PROVIDESLOCATION

TRANSACTIONAL

SOCIAL

MOBILEPERMANENT

CONNECTION



IN-SOURCELEARN TO DO THIS YOURSELF

49Wednesday, October 23, 13in more practical terms


TRADITIONAL DIGITAL MOBILE

WORK ACROSS ALL TEAMS



AND INCLUDE:Operations, IT, Etc.



ORGANIZATIONAL STRATEGIES

52Wednesday, October 23, 13lets look at brands


IT MIGHT NOT BE EASY

53Wednesday, October 23, 13this won’t be an easy thing


“WE COULD NOT HAVE DONE MOBILE WITHOUT A FULL

COMPANY FIGHT”Wendy Bergh - Director, Mobile & Digital Strategy Walmart Global eCommerce

54Wednesday, October 23, 13Walmart has done well but it was VERY painful

THE GOOD NEWS IS THE SOLUTIONS ARE RIGHT IN FRONT OF US55Wednesday, October 23, 13


WHAT’S A GOOD FIRST STEP?

56Wednesday, October 23, 13where might be a good place to start?


MOBILIZE INTERNALLYCreate a cross company task force

Mobilize internal processes

57Wednesday, October 23, 13keep doing what you do externally but try doing something internally that involves working with OperationsTry mobilizing internal systems like time sheets, reports and the like


Demonstrate The Efficiencies Gained Through Internal Mobilization

58Wednesday, October 23, 13you both will learn something


BRING IN OUTSIDE HELP TO ACT AS NEUTRAL GROUND

A Mobilizing Workshop

59Wednesday, October 23, 13Bring in outside help to act as intermediaries and cool any possible internal turf wars


Net Result Will Be A Complete Change Of Your Marketing


@august_west #imediasummit@august_west #imediasummit61Wednesday, October 23, 13

Think of it as a recipe. When you first try to do something you actually don’t know what you don’t know. When you get the recipe you then know what you don’t know so you follow the instructions. After you do the recipe a number of times you no longer need the recipe because you have become a unconscious expert. When you look at Jazz musicians they move even further into improvisation. They are such unconscious experts that they are able to be creative on the fly. You guys are all geniuses at your current jobs> Trying to cook something new can be a challenge.


THE LEARNING CURVE

UNCONSCIOUS INCOMPETENCE

CONSCIOUS INCOMPETENCE

CONSCIOUS COMPETENCE

UNCONSCIOUS COMPETENCE

"I don't know that I don't know how to do this."

"I know that I don't know how to do this, yet."

"I know that I know how to do this." This stage of learning is much easier than the second stage, but it is still a bit uncomfortable and self-conscious.

"What, you say I did something well?" The final stage of learning a skill is when it has become a natural part of us; we don't have to think about it.

SOURCE: http://processcoaching.com/fourstages.html

Work on mobile with IT this way: They understand this process. It’s about starting simple and learning.

62Wednesday, October 23, 13Here is that process I was just talking about

http://processcoaching.com/fourstages.html

http://processcoaching.com/fourstages.html


HILTON STARTED HERE AND ARE NOW HERE

TIMELINE - TWO YEARS

THE CASE FOR THIS LEARNING CURVE

HISTORY• Hilton needs mobile site• IT uses a “screen scraping”

technology (6 weeks to execute)

• Gets to market quickly• Marketing learns what their

customers really want• IT looks at more viable solutions• API’s are created to service mobile• New site gets created

63Wednesday, October 23, 13The case study for this kind of process. The left is what makes 56% of you to think operations does not understand you. It’s not true though. This is the IT process


RESPONSIVE DESIGN DOMINATES NOWsimple 4 years ago simple today

Responsive Design IS an evolution not the final destination of good mobile

64Wednesday, October 23, 13The same thing is happening all over again. Responsive Design has been hailed as the savior for marketers. It’s not: WD by itself does not address the differing content strategies for device based on context (time, location, user, etc.). It is however a great evolution. Certainly better than what is on the left


THE POINT:

Start Simple. Work with your internal

groups and you will become an unconscious expert in no time.



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“Connected Media Planning Framework”


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imedia breakthrough 2013

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