How major brands and publishers are thinking about the broad digital space, both mobile and internet
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Transcript of How major brands and publishers are thinking about the broad digital space, both mobile and internet
PhonepayPlus Forum
Keynote
Wednesday, 04 March 2009
"How major brands and publishers are thinking about
the broad digital space, both mobile and internet"
From Madison Avenue
To Silicon Valley
Consumer conversation
Ventures and innovation
Digital health experts
Full service digital marketing
Source Online
Digital production
What are Chief Marketing Officers thinking?
Three hot topics
1. How should my brand behave in a world of Facebook?
2. Is 2009 the year mobile marketing comes of age?
3. How can I have a meaningful ROI?
How should my brand behave in a world of Facebook?
The power of discontent
Motrin runs TV ad
Uses front baby carrier sling as
context
Mums took offense to the tongue
and check tone
Ad went live Friday
Blogs and twitter go crazy on
weekend
WSJ runs story Monday
Ad pulled Monday
Twitter commentary:
"Picking on new mothers is vile, it's as vulnerable as we will ever be
and they should know better.”
"I can't even count the ways I am offended right now. Taken aback!
This is a serious screw up for such a major company.“
"Wow Motrin, you REALLY messed up with that ad. No more Motrin
for my family. MobileMommy.“
Service with a smile @comcastcares
Meet Frank!
Comcast offers transparent
customer service
Proactive reach out on issues
and complaints
Mass collaboration
The numbers
The old model is being ‘flipped’
2,000,000x 5%
= 100,000
Involvement/Multiplication
Reach/Conversion
= 100,000= (30,000 x 2)+ (10,000 x 3)
+10,000
Our advice
Is 2009 the year mobile marketing comes of age?
Big brands are getting in on the action
iFood app by Kraft USA
Over 7,000 recipes at your
fingertips
Smart Shopping List with Store
Locator
Your very own mobile Recipe Box
Delicious inspiration anywhere,
anytime
Top 100 most popular paid apps
Paid service $0.99
And the little ones too
From the Grammy-nominated
electronic artist Deadmau5
Mix and remix every song in the
album
Deadmau5's iPhone app ($3 on
iTunes) lets you load any of 10
quantized Deadmau5 tracks into
its dual-track playback engine,
which works pretty much like
professional DJ software while
being easy enough for anyone to
experiment with.
And there's money to be made
Ethan Nicholas, developer of a
tank artillery game called iShoot
Quit his job the day his app rose
to No. 1 in the App Store, earning
him $37,000 in a single day.
"I'm not going to be a millionaire
in the next month, but I'd be
shocked if it didn't happen at the
end of the year”
"If it weren't for taxes I would be a
millionaire right now.”
It's hitting the bottom line
Jim Hyde, T-Mobile UK's chief executive, said in a statement: "The
successful launch of the Android-based G1 in October and the
ongoing demand for mobile broadband services had a positive impact
on the latter half of 2008."
We are waiting for broader distribution
iPhone and Android platforms
have limited reach
Nokia's market share could
solve the distribution and reach
problem
We’ll be watching the Ovi store
How can I have a meaningful ROI?
Pure digital business is in flux
The ‘ad supported’ model is weak
The next business model has not arrived
Classic industries such as music and newspapers are suffering from
fragmentation and competition
We're moving towards a API styled open architecture
Reach=
sales
AdvertisingFreemium
Sponsorshippaid services
???
AffiliationAPI servicesAggregation
No choice but to experiment
Brands and publishers are also baffled
We finally understand our site
and paid metrics
But how do we measure social
media?
What value does advocacy
represent?
Make it simple
We always start from the ultimate business goals. We then work out
the intermediate measures based on how customers travel on their
journeys with a brand.
Because we work backwards from business goals, we don’t get tied
down by the wrong intermediate measures.
There are three types of KPI’s we look at:
1. Core business metrics, usually sales
2. Behavioural measures based on what we want people to do on the
site
3. ‘Belief’ scores that tell us how we’re impacting your brand
In short
It’s crazy out there
Be useful
"When we look at consumers, we think that they're busy and they're
looking for food-planning tools that can make their lives easier," Ed
Kaczmarek, Director-Innovation, new services at Kraft, told Advertising
Age. "We developed iFood Assistant as a downloadable app so they
can use it anytime and anywhere."
blogs.tribalddb.co.uk
Thank you