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It’s not a phone:
A future of mobile marketing
Mark Blayney Stuart
Head of Research
The Chartered Institute of Marketing
It’s not a phone: a future of mobile marketing
Everything should be
made as
simple
as possible,
but not simpler
It’s not a phone: a future of mobile marketing
Mobile is not replacing…
It’s not a phone: a future of mobile marketing
Why?
• Because it’s always on• Because it’s not a device, it’s part of our lives• It knows what you like• It knows where you are• It’s never more than three feet away• It’s as simple as possible, but not simpler
It’s not a phone: a future of mobile marketing
Location location location
It’s not a phone: a future of mobile marketing
Not technology for its own sake
It’s not a phone: a future of mobile marketing
People want recommendations…
… not choices
It’s not a phone: a future of mobile marketing
restaurant in soho
decent restaurant in soho
It’s not a phone: a future of mobile marketing
Choice paralysis
It’s not a phone: a future of mobile marketing
Why this works
It’s not a phone: a future of mobile marketing
Incentivisation
“to succeed,
it has to be a
literally unbeatable offer”
Guy Beresiner
Head of Commercial Development, Yahoo! UK & Ireland
It’s not a phone: a future of mobile marketing
It’s not a phone: a future of mobile marketing
Eye-openers
• Morgan Stanley expects mobile internet usage to overtake desktop usage by 2015
• People with smartphones up from 9% to 24% in 1 year• Globally, more people have mobile phones than bank
accounts
Sources: Strategy + Business; Morgan Stanley; International Telecommunication Union; Mintel.
It’s not a phone: a future of mobile marketing
Mobile cash
It’s not a phone: a future of mobile marketing
QR tags potential under-exploited
It’s not a phone: a future of mobile marketing
It’s not a phone: a future of mobile marketing
Creativity – but answering a need
It’s not a phone: a future of mobile marketing
B2B
key phrases
segmentation data
identifies what people are talking about
spot trends
It’s not a phone: a future of mobile marketing
Make the app free – sometimes
It’s not a phone: a future of mobile marketing
Things people want – not intrusive ads
Source: compete.com
How interested would you be to receive the following on your smartphone?
It’s not a phone: a future of mobile marketing
Future of mobile?
It’s not a phone: a future of mobile marketing
Key take-outs (1)
• We don’t ‘love the technology’. We love having our problem solved.
• Mobile is no longer a channel.• Websites optimised, not just enabled.• Marketing that doesn’t seem like marketing• Capitalise on impulse• Fast payments
It’s not a phone: a future of mobile marketing
Key take-outs (2)
• Incentivisation• Speed to market• Location and timing-sensitive• Usage patterns are changing• QR tags when automatically installed• We’re only one click away from anything• Resist assumptions about privacy • Anything potentially intrusive, position as choice
It’s not a phone: a future of mobile marketing
It’s not a phone: a future of mobile marketing
It’s not a phone: a future of mobile marketing
It’s not a phone: a future of mobile marketing
Thank you
Mark Blayney Stuart
Head of Research
The Chartered Institute of Marketing
linkedin.com/in/markblayneystuart www.cim.co.uk
