30. Private & Confidential – Copyright Addictive Ltd 2011
Mobile
Web
Social
Mobile
Search
ATL
Response
App
Stores
Type in URL & judge;
Do you get the info you need?
Can you take the action ( buy, fill form)?
Is it a good brand experience?
Search relevant term;
Are we high in paid & organic?
Is the destination correct?
Is it mobile optimised?
Look at ATL advertising;
Does a customer know how to respond?
It is clear what to do?
Search brand and sector terms in iTunes store
& Google Play;
Is it clear which are official apps?
Is there anything useful?
Does anything reinforce the brand?
Search for the brand in Facebook
& other social on mobile;
Is it clear what relates to the brand?
Are pages & apps optimised for mobile?
Is click through content mobile optimised?
31. Private & Confidential – Copyright Addictive Ltd 2011
MOBILE FIRST
ALWAYS SOCIAL
TRULY INTEGRATED
OBSESSED WITH ROI
MODERN MARKETING;
33. Private & Confidential – Copyright Addictive Ltd 2011
simon@addictivemobile.com
mobilefix@addictivemobile.com
@addictivemobile
IT’S TIME TO
EXPERIMENT
Notas del editor
20 years ago I worked on the launch of home computers in the UK for compaq – people couldn’t understand why you would have office equipment at home – but the lure of CDRoms and desktop publishing got people on board. Now we have computing as it was meant to be – portable, you talk tp it and use touch – so you are constantly in touhchwih every bit of info in the world
Smartphones tablest and phablets are the key to the world for millions of people
One key thing about mobile is that innovation & inspiration is global not just US
New data from Deloiite shows 36m people in the UK have smartphones now
And almost 18m have bought using mobile
GAFA drives the innovation and brands need help navigating this new ecology
But it’s a very fragmented world – different technologies, screen sizes and behaviours make mobile complicated so having a smart strategy is essential
We use the 4ps to look at the world – devices are important but People = socialPlaces – locationPromos – coupons and offersPhysical - = qr, nfc, ar, google goggles etc
Amazon sell moreebooks than paper ones
Showrooming is hugeas it solves a problem – is this the right product, it it the right price
Jackdorsey who invented twitter need something to do in the afternoon so started another billion$ business that is revolutionising money
Next generation of talent will come from youtube not ITV
But agencies havent changed that much – you would still recognise an agency from mad men – 50 years onExcept the tailoring isn’t as good and it a bit less sexist
Mckinsey suggest that the old fashioned marketing funnel is out of date and the new model is more about social. This new complexity means media choices will be driven by data and proof of effect
Whilst WPP big up their spend on digital – as being around the same as News Corp
But its just a small proportion of the overall spend
As money follows audience there is a big shift underway -
Is that good for you, or bad?
Tablets are a huge schage but few people are focusing on creating bespoke content and services