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the deck i shared at the APA Contagious IPA Future of Advertising in one Afternoon gig in London today
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Mobile
Past
Future
Present
Who cares about the future?
Mobile
Past
Future
Present
Mobile
Past
Future
Present
The decade of mobile
“the future is already here. It's just not very evenly
distributed”
“the future is already here. It's just not very evenly
distributed”
Past
Mobile to evolve like online?
“ OK we need a website ”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
Mobile to evolve like online?
“ OK we need a website ”
“ We need traffic – lets
advertise online ”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
Mobile to evolve like online?
“ OK we need a website ”
“ We need traffic – lets
advertise online ”
“ We need to be strategic about
online ”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
Its 1999 all over again
“ OK we need a website ”
“ We need traffic – lets
advertise online ”
“ We need to be strategic about
online ”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
350mOnline1999
Businesses must move fast
to reap the benefits
“ OK we need a website”
“ We need traffic – lets
advertise online”
“ We need to be strategic about
online”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
350mOnline1999
350mSmartphones2009
If we had known just how big the web would
become, how would we have behaved differently?
Present
“The new rule. Mobile First”
Eric Schmidt – CEO Google
“We found out that we were the largest
[mobile company] in the world measured by
revenue. So yes, you should look at Apple as
a mobile device company,"
Tim Cook – COO Apple
Facebook have 100mmobile users & talk of
reaching billions…
Facebook have 100mmobile users & talk of
reaching billions…
More people have
smartphones than use Facebook
More people have iphones
than use Twitter
However….
Only 8% of Fortune 1000 business have a mobile strategy
What we need is a
viral
What we need is an iphone app
Future. Now
http://www.dandad.org/awards08/entry.asp?entry_id=18031
SMS as mass market
Touch
Eyes
Ears
Location
Movement
Voice
Big M & Small m marketing
Reduce transaction cost
Reduce churn
Encourage advocacy
Drive salesImprove customer experience
Increase self service
Minimise service calls
Acquire customers
Cross Sell
Strategic Approach
Audit
Invention
Discovery &Distribution
It’s time to experiment
Relevant Measurable Scaleable
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