The Marmite Effect: A Mobile Primer for Agencies & Businesses

THE “MARMITE” EFFECTA MOBILE MARKETING PRIMER FOR AGENCIES & BRANDSTAMA | March 13, 2011

@tucsonama/#tucsonama

INTRODUCTION & AGENDATUCSON AMA

Agenda• The “Marmite” effect

• Mobile stats

• Mistakes to live by

• SXSW update

• Future trends

Michael BarberDirector, Digital Strategy, COHN

@michaeljbarber

THE REALITYTUCSON AMA

Americans consume 34 GBs of data per day.

THE REALITYTUCSON AMA

THE REALITYTUCSON AMA

THE REALITYTUCSON AMA

THE REALITYTUCSON AMA

THE “MARMITE” EFFECTTUCSON AMA

THE “MARMITE” EFFECTTUCSON AMA

Marmite = My Grandma

THE “MARMITE” EFFECTTUCSON AMA

Marmite Now Owns an iPad• 73 years old

• Lives in a 300+ year old cottage in rural Derbyshire, England

• Newest technology = multi-unit cordless telephone (two years ago)

• Uses iPad for two things = games & communication

• 10 minutes of training, a lifetime of connectivity

THE “MARMITE” EFFECTTUCSON AMA

The “Marmite” Effect• Mobile connectivity is dramatically rising across all socio-economic statuses

• Driven by post PC era - smartphone and tablet

• First year of more uploads, than downloads at the Super Bowl

• Part of the “next 50%”

• Major differences in mobile usage

MOBILE STATSTUCSON AMA

STATSTUCSON AMA

Last Year

STATSTUCSON AMA

This Year

STATSTUCSON AMA

STATSTUCSON AMA

Global. Itʼs still a feature phone World.

STATSTUCSON AMA

Post PC era isnʼt affecting smartphones, but tablets.• More smartphones sold last year than PCs

• iPad affecting PC usage, not smartphones

• 22% less time due to iPad

LEARN FROM OTHERS’ MISTAKESTUCSON AMA

SPECIALIZATIONTUCSON AMA

Donʼt be/look for all things. • Service-based (app development, SMS, mobile web)

• Strategy

• Creative production

• Integrated

TALENT & KNOWLEDGETUCSON AMA

You canʼt buy talent, nurture it.• Multi-faceted

• Easier to teach marketing people

• Provide focused investment on training

• Hire for specialities (e.g. UI, design)

TOO MUCH FOCUS ON ROITUCSON AMA

Please donʼt tell your boss you will make money immediately.• For agencies - Understand where mobile dollars will come from

• For brands - Figure out where your mobile dollars will come from

• Won’t immediately add to the bottom line

FOCUS, FOCUS, FOCUSTUCSON AMA

Narrow focus can be limiting. • Start somewhere, then move outward.

• Extend your services or reach across mobile

• Consultancy

• IP

DON’T WAITTUCSON AMA

Invest now, fail, invest, fail, invest, succeed.• POVs

• Labs Group

TOOLS TO MAKE MOBILE ADOPTION EASIERTUCSON AMA

MOBILE WEBTUCSON AMA

MOBILE WEBTUCSON AMA

MOBILE WEBTUCSON AMA

MOBILE ADVERTISINGTUCSON AMA

http://www.flickr.com/photos/fidelman/5282509966/

MOBILE ADVERTISINGTUCSON AMA

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SMSTUCSON AMA

MMSTUCSON AMA

MOBILE & SXSWTUCSON AMA

REDEFINING PLACETUCSON AMA

What is place?

REDEFINING PLACETUCSON AMA

What is place?• Who is there?• What are they doing?• Who is talking?

GEO-LOCATIONTUCSON AMA

Geolocation was a massive topic this year.• First, must redefine the concept of place

• Must use to benefit the user as much possible

• Issues/concerns with privacy can be mitigated with trust and

enhancement of user’s lives.

QR CODESTUCSON AMA

NEAR FIELD COMMUNICATIONTUCSON AMA

It may happen (if Apple pays for it). • Just starting to test with newest Android phones

• Retailers have ancient POS systems; will take time to integrate

• Apple/Google have enough money to float the US government for about a year

• How much value will consumers see in these technologies?

THE MOBILE FUTURETUCSON AMA

5 THINGS TO WATCHTUCSON AMA

Natural user interface on mobile (e.g. Kinect)1Speech development (e.g. Siri)2Connected devices (e.g. Apple TV, Google TV/Play)3Network maturation (e.g. 4G)4Socio-economic patterns as adoption rises5

THANK YOUTUCSON AMA

THANK YOU!

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Michael BarberDirector, Digital Strategy, COHN

michael@cohnmarketing.com

@michaeljbarber

520-591-1658

http://linkedin.com/in/uabarber