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