The document discusses the differences between mobile advertising and mobile marketing, with mobile advertising occurring before a click and mobile marketing after. It notes that while mobile advertising currently accounts for a small percentage of total advertising budgets, mobile marketing provides more opportunities for agencies to generate revenue. The document advocates that for chief marketing officers to succeed with mobile, they must treat it as its own unique marketing channel rather than just an extension of other channels.

1. Mobile Advertising versus Mobile
Marketing
By Dean Crutchfield Associates

2. Brand Experience
The pinnacle of a brand is when it
becomes an experience and in this
unchartered territory one thing is for
certain, the difference between
mobile advertising and mobile
marketing is pretty straightforward:
mobile advertising happens before
the click and mobile marketing
happens after the click focusing on
the more long-term process of
driving value from mobile customers.
However, knowing and doing are two
different things.
Dean Crutchfield Associates

3. Even though tablets and
smartphones account for 10% of
Internet traffic today the mobile
market is a fragmented landscape
with few shared protocols and
standards along with multiple
industry layers CMOs have to sift
through. On the bright side mobile is
no longer a testing ground, it’s a
budget item and while mobile
advertising accounts for 2% of total
media ($2.6B) in the US, 90% of big
brand CMOs will be allocating digital
ad budgets to mobile in 2013/14. And
here’s the kicker for agencies, with
mobile marketing they can create
more revenue than mobile
advertising!
Dean Crutchfield Associates

4. Purchase Pathway
In this age of digital primacy mobile
makes the impersonal personal with
tremendous cross-generation appeal.
Therefore, after all the rumination,
mobile marketing represents an
opportunity for CMOs to engage the
consumer in multiple ways that were
not possible before. Consequently,
CMOs are embracing the concept of
weaving mobile seamlessly throughout
the purchase pathway and all other
touch points to entice awareness,
interest, engagement, purchase and
loyalty. Ultimately moving from static
banner ads to more rich interactive
full-page units where sight, sound and
motion are a critical component.
Dean Crutchfield Associates

5. New Territory
Mobile offers new territory for CMOs to
orchestrate, motivate and facilitate
increased time spent with the brand by
the consumer from ambient accessibility
that offers connected and branded
presence to customers friends and
family; mobile personalization with user
selected preferences that enables
connected pleasure through to the
advent of media sharing such as passing
the tablet. Mobile professionals are also
increasing as they buy more apps that
make their lives easier and at the other
end of the spectrum digital Moms are
heavy users for show rooming, health
and as the miraculous pacifier for kids!
.
Dean Crutchfield Associates

6. Shareability
Local advertising is difficult for mobile
and it lacks the technical synergy that
enables ad targeting, delivery, and
analysis to work fairly seamlessly
across the sprawling desktop world.
Therefore, event participation, check-
ins, loyalty points and geo-fencing -
where the promotional proximity is
targeted where the customer is - are
going to be powerful components
driving mobile marketing.
Simultaneously, physical proximity of
something is going to influence the
customer experience. For example, one
powerful tool for CMOs and retailers is
augmented reality as it allows brands to
pluck the benefits of physical stores
without incurring the costs.
Dean Crutchfield Associates

7. Data, Data, Data
Retrieval of real time, valid, relevant
and actionable behavioral data and
analytics is made possible by Apps that
are now mainstream. Therefore,
mobile’s greatest untapped resource is
its morass of customer data, but the
gulf between hype and fraud is best
shown in the numbers: 40% of click
rates are fraudulent and 60% of mobile
ad clicks are accidental besmirch the
credibility of the category.
"The mobile ad market is just not fully
formed yet," said KC Estenson, who
oversees the online and mobile
business for CNN.
Dean Crutchfield Associates

8. Real Time Bidding
Answering the CMOs need for valid
and relevant data is RTB (real time
bidding), but for media agencies
RTB threatens their profit model
and therefore, response has been
desultory as they quietly fulminate
over its looming presence.
However, as RTB provides
munificent real time data it will be
important to CMOs, especially as
post-installation events are far more
important for brands including the
third of customers who order online
pick and up their goods in stores.
Dean Crutchfield Associates

9. Too Much Diversity
Evidently we’re also close to the end
of fixed place marketing and
appointment content consumption,
but even though we’re amidst new
rituals and desires no one wants a
half page of advertising plopped on
their mobile device. Further
compounding the issue for CMOs are
that the rules of mobile marketing
change with different operating
systems and combinations of brands,
device and wireless operators
defending their turf along with
manufacturers creating new form
factors for mobile devices including
tablet, flexible, wearable and hybrid
designs.
Dean Crutchfield Associates

10. No To Omni-Channel
Competiveness in this category needs
regulation, innovation and infrastructure,
but as consumers spend more time and
undertake more research than ever on
their mobile devices (40% of emails
opened on mobile devices) competition
will escalate. Even brick and mortar
retailers are paring space and building up
on mobile technology to focus on how to
win competitive advantage. So any CPG
brand or retailer that stands still on Main
Street and doesn’t like change will like
irrelevance even less. To break out of the
pack CMOs brand building
communications will have to work harder.
Therefore, it’s foolish for the CMO to
communicate a single omni-channel
message across all mediums – it needs to
be designed for mobile.
Dean Crutchfield Associates

11. Mobile marketing is something you do not something you wait for,
but many CMOs have shown a pusillanimous response to mobile
advertising and still haven’t fully caught onto mobile marketing
because it’s a train wreck of decentralization; it’s okay to be
engaged by mobile marketing today and choose to test it
for now, but to avoid mobile marketing and ignore it is
dangerous strategy.
Dean Crutchfield Associates

12. How To Succeed?
Success in mobile marketing is about
attitudes not skills so even though
budget allocation might be the picture, it
doesn’t change the issues. To shatter the
complacency, successful CMOs need to
build mobile marketing initiatives in
formats and with key words that are
tailored for each consumer segment and
device – not more ‘spray and pray’ like
the mobile ad networks hitherto offer.
Why? Mobile marketing should not be
treated as a distinctly separate
marketing channel (that can generate
more revenue for agencies than mobile
advertising alone), but a brand in the
hand that can wield immense power for
the CMO, i.e., don’t be frightened by
Possibility, she makes a great mistress.
Dean
Crutchfield
Associates

13. DCA Help Clients
Sell More Services
New Business Development
Sales Training
Seize More Opportunity
Brand & Content Strategy
Business Activation
Growing Clients
Win More Business
Presentation Skills
Pitch Doctoring
Dean Crutchfield Associates

14. In the pursuit of opportunity
without regard to resources
held, Dean Crutchfield has
targeted and won millions in
new fees from the world’s
leading brands.
By convincing senior executives
at Fortune 500 companies on
brand architecture, portfolio
rationalization, go-to-market
brand strategies, product and
business innovation, Dean
Crutchfield has directly helped
clients generate billions in new
business growth.
Dean Crutchfield Associates

15. Global Client Experience
Aviva* McKinsey
BP Metsä Serla*
BT* Nomura*
BSkyB* PepsiCo
Camper & Nicholson PG&E
Carter’s Pitney Bowes
Cellcom* RBS*
CITI Scanfinest*
Comcast Shell
“Dean always cuts to the core of what needs General Electric Smirnoff
to be done and said. He helps bring clarity and Kraft Staples
provides value by being an outsider with no
agenda, so he can help you stand back and see Fila Sunglass Hut
things from different perspectives. Frito-Lay Target
Dean helped us think through solutions and Littlewood’s* Tower of London*
then form the best way to present those McDonald’s Warburg Pincus
solutions in a persuasive and compelling way.”
M50 WGM
*References upon request
* Overseas Project
Dean Crutchfield Associates

16. Armed
with rich content, deep
knowledge, 2x2 matrices
and a white board, we rapidly
create targeted, multi-channel
growth programs that
generate immediate
Impact
Dean Crutchfield Associates

17. What DCA Delivers
Achieving growth
For ambitious leaders who are driven to grow fast
Creating new business
Orchestrating and activating accelerated outreach programs
Building efficiencies
Rapidly sourcing the best talent for the business
Improving margins
Rallying teams behind the brand and go-to-market strategy
Boosting win rates
Delivering your best case and winning face forward
Dean Crutchfield Associates

18. Working with DCA
Catalyzing top line growth for clients is what we
thrive on: delivering your best case and winning face,
encourage your people to move the needle north and
sharpen the product offering. DCA (Dean Crutchfield
Associates) achieve growth for clients by tailoring
brand-led techniques that are uniquely participant
centered. We guarantee results. Whether it’s a better
pitch, winning new mandates, a better team or more
fees, you will find our fee in your business within
weeks.
DCA programs have been thoroughly tested and
proven with start-ups and the world’s greatest
brands, uniquely adding immediate value.
When you hire DCA, you get results. If you have the
right people attend the sessions and complete all of
your committed decisions and pilot initiatives and are
still not satisfied or seeing results by the agreed time
frame, we will coach and advise you free until you do!
Dean Crutchfield Associates

19. Working with DCA
By deploying real world strategies and hands-on
collaboration to inspire teams we create content
backed by actions that will assure you of seizing
every good opportunity, selling more services and
winning new business.
For 20 years Dean Crutchfield has advised the
world's most iconic brands, built businesses, created
new companies, opened international offices and
spoken about the role of brands at Duke, Kellogg,
Wharton and the Google Speaker Series. He has
made appearances on all major TV news networks,
commentary in the global press, editorials in major
business publications and is a Contributor to Forbes.
With a proven ability to inspire and push the
boundaries beyond the notion of what was thought
possible, DCA excel with clients who are looking to
run fast, led by CEOs, CMOs, entrepreneurs and
executive teams eager to capture dominant levels
of success.
Dean Crutchfield Associates

20. Dean Crutchfield Associates
Sell More, Seize More, Win More
Growth Advisors
Dean Crutchfield Associates
Dean Crutchfield Associates

21. Contact: Dean@deancrutchfield.com +1 917 239 3303
333 East 34th Street, Ste 15A/B, New York, NY 10016
Dean Crutchfield Associates