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Presentation I gave along with @chroma at Planningness 2010 in Denver. Mobile is the latest in a constant stream of buzzwords swirling around the marketing world these days. "How do we extend our idea into mobile" is a phrase we've all heard all too often. While some brands have found success, by and large, most struggle to develop interesting mobile experiences for people. This session explored some of the reasons why that may be, and some ways we can start to rethink the challenge.
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WHY BRANDS STRUGGLE WITH MOBILE TODAY, AND HOW TO RETHINK IT
@avin_narasimhan@chroma
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@avin_narasimhanArnold Worldwide
@chromaBBDO/Proximity
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What branded mobile experiences can you think of
that were truly great?
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0 500 1000 1500 2000
2008
2009
2010
2011
2012
2013
Current + Projected Mobile Ad Spend (millions)Source: Emarketer Mobile Research 2010
Marketers are spending more, but on more of the same stuff.
8Source: Nielsen Report: “State Of Mobile Apps” Sept 2010
9Source: TechCrunch Sept 2010
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Perhaps it’s not surprising then that an iPhone app is often the first suggestion.
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It’s not at all wrong. It’s just not the only way.
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Today we’ll focus our work session on what we think are
2 sources of the problem.
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Starting with the wrong question.1
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“What should our mobile experience
be”?
“Where does mobile behavior intersect with our brand?”
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INCENTIVE INFORMATION
UTILITYENTERTAINMENT
Providing monetary value (coupons or promotions), or an exchange of brand currency (contests, prizes)
Educating, providing brand, product or service news,or answering questions and commentary.
Curating or developing content, ideas and platforms for entertainment & involvement beyond brand messaging.
Giving people a mechanism to make a decision, find products, or accomplish a task.
A framework for how we can best provide value to our community.
Source: Alan Wolk, “Your Brand Is Not My Friend” 2010
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INCENTIVE INFORMATION
UTILITYENTERTAINMENT
A few others who we can learn from that are doing it well.
Source: Alan Wolk, “Your Brand Is Not My Friend” 2010
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INCENTIVE INFORMATION
UTILITYENTERTAINMENT
It doesn’t have to be mutually exclusive.
Source: Alan Wolk, “Your Brand Is Not My Friend” 2010
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How is our brand facilitating a decision?
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Lumping mobile into one amorphous blob2
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The Brand
Advertising
Direct Marketing
Promotions/POS
Digital Experience
Events
Social Web
Mobile
Marketers view of the world
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Mobile Experience
Games
Text Promos
Mobile Site
Mobile Payment
Location Aware
Incentives
Social Integration
Utility
People’s interaction with our ideas
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Integration within mobile, rather than just
integration OF mobile.
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Multiple elements, rather than searching
for one app solution.
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Lots of mobile interactions that build
to something bigger.
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So let’s try and make something ourselves.
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Create a multi-faceted mobile experience for one of these brands.
How do we raise awareness among athletes?
How do we deliver urban utility?
How do we enhance Christmas shopping?
How do we make day-to-day shopping better?
How do we make the experience of yoga better?
How do we help make beer more like wine?
How do we enhance people’s active lives?
How do we enable involvement in the cause?
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Things to keep in mind.
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1. Start with behavior.
2. Make it right for the brand.
3. Blow mobile up into its many pieces.
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Some behaviors to start with.
People expressing collective support
Ride social shopping to encourage saving
Enable easy multi-tasking on the go
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INCENTIVE INFORMATION
UTILITYENTERTAINMENT
Providing monetary value (coupons or promotions), or an exchange of brand currency (contests, prizes)
Educating, providing brand, product or service news,or answering questions and commentary.
Curating or developing content, ideas and platforms for entertainment & involvement beyond brand messaging.
Giving people a mechanism to make a decision, find products, or accomplish a task.
What might people find most valuable from this brand?
Source: Alan Wolk, “Your Brand Is Not My Friend” 2010
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A mobile experience with at least 3 non-app elements.
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Branded apps are great,but not always
the only answer.
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They’re expensive.
It can seem like an easy solution, but is often anything but.
It let’s us forget that there are many other aspects to a mobile experience.
Many brands simply may not be a natural fit for an app.
Why?
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Mobile Experience
Games
Text Promos
Mobile Site
Mobile Payment
Location Aware
Incentives
Social Integration
Utility
Remember the different aspects of mobile.
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OK. Time for show and tell.
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Not every answer, but hopefully a start for us all.
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Finally, someimplicationsfor planning
Creative and strategy are increasingly blurry.
Mobile behavior pushes us to look to new source (design agencies, for example) for insights and inspiration.
Planners have the opportunity to get involved not just in strategy, but actually building ideas in a space few truly grasp.
Planning for all the moving parts of the experience (tactics) as well as the overall strategy.
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Let’s keep the discussion going.
@avin_narasimhan
avin.posterous.com
facebook.com/avin.narasimhan
@chroma
chroma.posterous.com
facebook.com/dinodemopoulos
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