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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
A real-world guide to mobile marketing from the head of digital initiatives at Saatchi & Saatchi worldwide The future of marketing is mobile, with seventy-five percent of the world's population having access to a mobile phone and the average American spending 82 minutes per day using her phone for activities other than talking. To traditional marketers unfamiliar with the special challenges of mobile marketing, this territory feels complicated and even frightening. Mobile Magic provides a bird's-eye view of the process of creating great mobile marketing from one of the world's most experienced and successful practitioners.
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Seitenzahl: 232
Veröffentlichungsjahr: 2014
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Contents
Foreword
Introduction: Cannes Do
Section 1: Knowing the Terrain
Chapter 1: Living in the Screen Age: The Evolution and Opportunity of Mobile Marketing
Days of Future’s Past
The United States Plays Catch-Up
Chapter 2: Why Go Mobile-First?
Why? When? How?
Apps vs. Mobile Web
Your Real-Time Water Cooler
Chapter 3: A Crash Course in Mobile Phones and What They Can Do
Camera
Microphone
Accelerometer and Gyroscope
Close-Range Transmission
Processing Power
Mobility
Section 2: Understanding the Essentials
Chapter 4: The Four Keys to Mobile Marketing Success
Mobile
Intimate
Social
Transactional
The Three Ps
Chapter 5: The Sweet Spot: Search and Social
Search
Social
The Sweet Spot
Dashboard Tools for Monitoring and Distribution: The Non-Mobile Part of Mobile
Chapter 6: Marketer, Know Thyself (And Thy Audience)!
Know Your Persona
Know Your Voice
Know Your Ecosystem
Know Your Audience
Know Why You’re There
Chapter 7: Location, Location, Very Specific Location
Do I Need a Location-Based Component to My App?
Surprise and Delight
A Short Radius Goes a Long Way
Cumulative Location-Tracking
The Creep Factor: When Location Goes Too Far
Surprise and Delight vs. Creepy
Section 3: Getting Going
Chapter 8: How to Budget
The Two Components of a Mobile Budget
How Much Money Should I Plan to Spend on Mobile?
Taking Inventory of Your Mobile Infrastructure
Determining Your Budget: Rule of Thumb
Complexity Equals Cost
Budgeting for Staff
Mobile Commerce and Budgeting for Immediate Returns
Do Your Research
Investing in Involvement
Hidden Costs
The Complexity Scale
Budget for Success
The Power of Love/Love Don’t Cost a Thing
Chapter 9: Building Your Team
The Research
The Interviews
The Selection
Warning Signs
So What Role Do I Play in This?
Chapter 10: Interfacing with Design: What Production Looks Like from the Marketing Side
The Success Metric
Start with What You Know: The Style Guide
Getting the Ball Rolling: The Brief
Fingers, Not Eyes: User Flow Diagrams and Wire Frames
Do What You Gotta Do
Chapter 11: Making the Stuff: The Basics of Mobile Production
Know Your Scale
Production Part 1: Optimize that Website!
Part 2: The Appropriate Next Step
What Makes a Good App?
Don’t Forget about Desktop!
Text-Based Marketing
Toward an Ethical Law-Abiding Mobile Effort
Section 4: Being and Staying Attractive
Chapter 12: Lovemarks: The Algorithm of Attraction
Mystery: What’s the Story?
Sensuality
Intimacy
Mobile Lovemarks: Lovemark-Ception
Chapter 13: Communicating with Your Audience
Keep It on the Straight and Narrow
Don’t Trick People!
Don’t Be Coy; Be Relevant
Own Up to Your Mistakes
Time to Shut It Down: Planned Obsolescence
The Obsolescence Sine Curve
Tell It Straight; Tell It Plain
Chapter 14: Selling Everything Everywhere
The Perpetual Path to Purchase
Showrooming: Where Mobile and Real-World Butt Heads
The Long and Winding Road
Bring the Store to Them
Section 5: Ensuring Success
Chapter 15: The Finish Line: Legal Issues, Lack of Support, and Trying to Do Too Much
Not Supporting Your Campaign
Trying to Do Too Much
Chapter 16: Measuring Success. Return on Investment Involvement: How to Define Success
Investment vs. Involvement
Defining the Success Metric
Mobile Success as Part of the Larger Picture
Finger on the Pulse
Lovemarks
Return on Involvement
Chapter 17.1: Marketing: Lucky Charms’ Chase for the Charms Mobile App
Chapter 17.2: Gentlemen, Start Your Smartphones: The Tori 500
Chapter 17.3: Out of the Cold: Gillette Venus Sweden’s “Tag the Weather” Campaign
Chapter 18: The Future
The Language of Mobile
The Internet of Things
Augmented Everything
Autonomous Autos
Smart Advertising That Learns
Divergence Theory: The Wild World of Mobile
Acknowledgments
Index
Cover design: Kane McPherson
Book design: Saatchi & Saatchi
Copyright © 2014 by Saatchi & Saatchi Worldwide. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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ISBN: 978-1-118-82842-7 (cloth)
ISBN: 978-1-118-85514-0 (ebk)
ISBN: 978-1-118-85518-8 (ebk)
Foreword: Kevin Roberts CEO Worldwide Saatchi & Saatchi
We carry them with us all day long and reach for them in the night. We take in stories, songs, and moving images; raise them up at concerts and vigils; get comfort from their friendly glow; are attracted by their tumbling images; search their tiny faces; and hang on their every call. We have favorite pockets for them and kiss them after they’ve been found (again!). We’re never without them. They’re the fastest and most personal way to communicate. But more than that, our attachment to mobiles goes beyond reason or logic. It’s emotional. The allure of mobile is irresistible. Despite this—or perhaps because of it—many marketers are struggling to engage with customers over mobile. We have been overwhelmed with technologies, gadgets, and strategies, so busy looking for the next big thing. Data can give us the what, where, and when about mobile users—but then what? Mobile means personal. It means intimate. And today’s consumers won’t let anything enter their world unless they’ve given their express permission for it to be there. Now, global companies can provide content tailor-made for each individual customer. Conversely, small businesses can reach far beyond their local communities without ever losing their local, personal touch. In order for marketers to have meaningful engagement with their audiences, we need to get relevant. We need to get emotional. We need to get personal. And you just can’t do emotion. You have to commit to a love relationship with customers. While brands are owned by companies and stockholders, Lovemarks are owned by the people who love them. Brands are built on respect. Lovemarks are built on respect and love. Brands build loyalty for a reason. Lovemarks inspire loyalty beyond reason. Mobile Magic is the latest book in an unfolding narrative around emotional engagement with consumers. As Saatchi & Saatchi’s worldwide digital creative director, Tom Eslinger, is the right person to be taking this narrative forward into mobile. Not only has Tom personally directed mobile campaigns for the world’s biggest brands, he is first and foremost a creative. He knows how to take big ideas and make them bigger—and then, how to make them small enough to fit in your customers’ hands. Think big—then think small. That’s the essence of creativity in the mobile space. Let Tom be your guide.
Introduction: Cannes do
We don’t really know what to call mobile anymore. I was at Saatchi & Saatchi New Zealand experimenting in mobile with clients willing to try new things, but in the early 2000s, it was niche experimentation. Later in my career I worked across our LA and London practices in the mid to late 2000s; it was application to brands at scale. Today, it’s everywhere. As Saatchi & Saatchi’s worldwide digital creative director, I can tell you that mobile is at the top of every brand’s mind. While mobile marketing has been around for over a decade, we are still in the early phase, constantly evangelizing the use of mobile in our marketing efforts, figuring out how to create really intimate, personal work that reaches people, and always interrogating the work to determine which ideas are truly great and truly mobile.
That’s where this book comes in. In Mobile Magic, we’ve started with Saatchi & Saatchi’s belief in Lovemarks, in brands that instill loyalty beyond reason, and we’ve married our philosophy with my personal experience with mobile. The aim is to give marketers of every size and scale insight into the world of mobile, into our company’s worldview, and into my personal experience down in the creative, strategic production and trenches. This book is all about scale: how to find the scale that works for you, how to work on the level you need to work, how to match your scale with your budget and your audience, and how to look at how your ideas can truly have scale.
At the beginning of my career in New Zealand, we had no sense of scale. I learned how to make stuff for nothing, how to be the first one off the starting line, how to cobble cool stuff together to make even cooler stuff. I know how to work for cheap. Now I’ve worked at all levels of scale, from the tiny and niche to the huge and multinational. I know how to take mobile and make it small, and I also know how to roll out all the stops. This book gives advice on both those scenarios. I’m more optimistic about mobile than any other media channel that we work in. Why? Because mobile is ubiquitous. Everyone loves their mobile. Everyone’s got at least one. Mobile devices have a certain kind of whimsy to them. We make them into totems now. We decorate them. We put sweaters on them like they’re dolls or tiny dogs. We personify them. That doesn’t happen with laptops or TV. Mobile is cool.
What’s more, mobile can be fairly easy. You just have to know where to look. Over the years, I’ve worked with clients who’d roll out hundreds of thousands of dollars—sometimes millions—on their first websites. Today, you can spend twenty bucks on a Wordpress theme with built-in content management tools and piles of templates, giving you a high degree of control with a low barrier to entry (no programming required), and best of all, it’ll come already optimized for mobile. In 2000, none of the stuff I was able to do would have been possible if I wasn’t in Wellington, surrounded by extraordinary people and even more extraordinary opportunities. Today, any decently sized town anywhere in the United States is going to have a couple of people who can do mobile application development. All you have to do is find (and listen to) them.
We’re living in the mobile age, and it’s the best time to be alive and talking and creating. We have so much capability. We talk to each other more, share more, learn from each other, create and share it and build on it, and make lots more. The number of ways to listen and measure and tweak and publish increases every day, and every day that technology becomes faster, easier, and more flexible. It’s constantly changing. But you know what doesn’t change? The basic and universal human need to be together.
Every time I turn around, I find another great mobile idea or technology twist that’s blowing my mind. But the most important thing for marketers and agencies to remember is that none of it matters unless you’re working with a real human need and a real human insight. The best ideas always start with people—their needs, their wants, their dreams.
Section 1: Knowing the Terrain
Chapter 1: Living in the Screen Age: The Evolution and Opportunity of Mobile Marketing
At the 2010 Mobile World Congress, Google’s Eric Schmidt announced that Google would develop for mobile devices first and all other devices secondarily. What that means is that Google and many other brands believe that, for the majority of customers, mobile devices will soon be—or in many cases already are—our primary means of communication. Since then, “mobile-first” has become more than just a catchy phrase. For Google and the world’s best and most forward-thinking companies, mobile-first has become a philosophy and a way of doing business. It’s a mark of just how radically mobile phones have changed our modes of interaction. Ten or even five years ago, the conversation about mobile marketing boiled down to a range of, “That’d be nice to have,” to, “HUH?” If that’s the kind of conversation your business is still having, this is the time to change the conversation. Mobile is where you’re closest to your customers, their social lives, their personal space—and their wallets. In fact, mobile phones are even starting to replace wallets with payment services like Square, Google Wallet, the rapid rise of near-field communication (NFC), and any number of bespoke-branded purchase apps like Starbucks’ and the town-car sourcing app Uber. When you start marketing your products on mobile devices, you are quite literally opening a personal, live, always-on channel with your customers. And like all relationships, that connection requires work.
Days of Future’s Past
In 1910, retired Swedish engineer Lars Magnus Ericsson was playing with phone lines. He installed a hand-powered telephone in his wife’s car and hooked it up to the countryside phone lines via a rig of poles and wires. Today, his cumbersome but effective creation is considered the first “mobile” phone. The technology for wireless mobile phones has been achievable—or very nearly so—since the 1940s, but it took decades, not to mention a dramatic shift in the world’s social, not technical, atmosphere, to finally make them a reality. By the 1970s, mobile phones were commercially available, but again, popularity lagged behind potential.
Asia lagged behind Sweden and the rest of the West, but in the 1990s, partly because they were shut out of European and global networks, Japan exploded onto the mobile scene with a network of their own. Called i-mode, the network could carry data as well as voice calls, which meant phones could be used for limited Internet access, games, and a little feature whereby users could transmit text-based messages to each other. No big deal, the companies thought. But when Japanese teenagers and young adults discovered texting, they adopted it so quickly and so thoroughly that marketers suddenly found themselves scrambling to keep up with demand.
In Constant Touch: A Global History of the Mobile Phone, Jon Agar writes, “The power of text, like many other aspects of mobile, was found by the people who used it, not the people who planned it.” Consumers figured out for themselves that they liked to text. Marketers took their cue from them.
The United States Plays Catch-Up
In 1999, texting was a novelty in America. In Europe, it was already par for the course. But little by little, new carriers with more feature-rich systems started to replace the old ones. As with Europe and Japan, it was texting—and the savvy, curious, social people who embraced it—that drove mobile phone innovation. The commercialization of that innovation soon followed.
Global mobile phone subscriptions passed 1 billion in 2002. Since then, mobile features have become more and more elaborate: GPS, accelerometers, gyroscopes, touch screens, NFC (near-field communication), and Bluetooth to name a few. I’ll discuss these specific technologies and features and how they can help you leverage your mobile marketing efforts in Chapter 3. Some of these technologies remained largely untapped until Apple came along. Their graphical user interface (GUI), first introduced on the iPhone five years ago, changed everything. On an Apple device, functions that had seemed highly technical now felt natural, even intuitive. Other companies were quick to follow.
America’s computer penetration made many consumers feel they didn’t need a mobile phone. But Apple’s smartphones didn’t compete with computers; they subsumed them and tablet computing shows every sign of finishing them off. Suddenly, upgrading your computer and upgrading your mobile phone became the same thing: getting a smartphone. So we went very quickly—especially in the American landscape—from not heavily using text messaging to a full-blown graphical operating system in less than a decade. But the basic idea, the underlying network of desires and intents, remained fundamentally the same. Mobile phones are about personal, even intimate, connections.
The United States, China, and Southeast Asia are leaders in marketing using mobile devices with innovative apps and services rapidly appearing and being adopted by consumers, which are hotly pursued by marketers. European marketers face the extra challenge of delivering relevant, rich media content across multiple carriers and languages, where local habits and behaviors can vary greatly.
In Africa, the mediascape is different: Smartphones are currently rare, but throughout much of the continent, particularly East Africa, mobile phones are just as ubiquitous as anywhere else in the world. In Kenya and other parts of East Africa, a significant portion of all monetary transactions take place over mobile, anything from a banking deposit to a purchase at a market stall to a micro-lend. This is because the region’s main carrier supports these types of transactions in a way that you don’t see as often in the United States.
In South America, smartphone penetration is relatively low—between 10 and 20 percent—but it’s growing rapidly. Mobile phone penetration is already at 105 percent of the population and is expected to grow to 130 percent by 2015. The Middle East has one of the highest mobile penetration rates in the world and is currently adopting mobile technologies faster than the United States and Western Europe. One region that continues to lag behind in both smartphone penetration and adoption rates is Eastern Europe, although mobile rates are just as high as the rest of the world. In Russia, mobile phone penetration is at 150 percent.
This fast history of mobile telephony shows that new technology is not simply a function of the scientifically possible. It depends just as much—if not more—on what is socially desirable. With all consumer technology and mobile devices in particular, hardware wasn’t enough. These devices needed social support to be viable, to evolve. In essence, social is built into the operating system. Without people, the product doesn’t work.
Mobile phones are intimately implicated in global change and democratization. They’ve empowered consumers to make individual, personalized decisions. That’s how we get to today, where as a marketer, your customers are not corporations, CEOs, aristocrats, or elites. Your customers are everyone—or rather, they’re a whole lot of someones. So as a marketer, your task is twofold: Your message has to be sent out in a way that it will reach as many of people as possible, and it has to be received in a way that feels useful, personal, and uniquely tailored to each recipient. Luckily, there’s no better way to reach people with both breadth and precision than through a mobile device, which is why marketers must adapt to this new mobile-based way of thinking and communicating to market their products in the modern world.
As more and more devices become wireless-equipped, new networks arise to compensate for the higher demand. The most widely available is called 4G, or fourth generation. Aside from expanded bandwidth, the main difference with 4G and the higher bandwidth generations of the future is that they have a faster connection to the Internet and are not limited to cell networks. Now the “phone” part of a mobile phone is, in terms of engineering as well as consumer perception, just another feature on a multipurpose device. The main thing to remember is that new and more capable devices and technology and their associated apps and networked services aren’t the be-all-end-all of mobile marketing. It’s not the tools you have, it’s how you use them. New devices mean new features, which always mean new opportunities and new ways to connect—but the device and its features, married to your brand’s messaging and behaviors, must always move you toward connecting with your audience in a personal, meaningful, useful way.
Five things to do right now:
Chapter 2: Why Go Mobile-First?
Take a quick tour of your favorite websites from your desktop, and then look at them at the same time on a mobile device. You’ll notice that most websites now offer mobile-optimized versions that make it easy for visitors to interact with their information via smaller screens and fewer taps. If you can’t see a difference between the mobile and desktop sites, look at the web address: If there’s a “.m.” or “.t.”anywhere in the URL (standing for “mobile” or “tablet”), you’ll know you’re on a mobile-optimized site. Even when formatting isn’t an issue, web developers have also begun to drift away from tools that work perfectly fine on the web but don’t look as good on mobile. Flash Player, for example: In 2008, Steve Jobs announced that iOS mobile browsers would no longer support this once-popular multimedia software. Android followed suit a few years later. Now the majority of web and mobile designers prefer to use other coding methods like HTML5 for rich-interaction, video, and other multimedia capabilities, largely because they recognize the need for their work to be portable and consumable on mobile just as much as on desktop.
Why? When? How?
Mobile-first doesn’t mean throwing everything else out the window. A focus throughout this book is on helping clients and marketers integrate mobile thinking and processes into their existing marketing campaigns, using mobile platforms in conjunction with other mediums and channels. Ask yourself, “What is the ongoing, unfolding story and experience that people want to connect with in real time and space that is connected to my brand?” As we move further and further into a truly mobile-first world, the answer will be, “Whatever the brand narrative and marketing I’m creating for my customers, it has to connect on their mobiles first.”
Just as you won’t abandon all of your other media channels, you can’t simply throw mobile into the existing bundle of web, print, radio, and TV and then call it a day. The integration of mobile into your marketing mix needs planning, maintenance, ongoing strategy, and a commitment of time and money. Remember: You are quite literally opening a personal, persistent channel with your consumers, getting a seat at the table and a place quite literally close to their hearts. That connectivity needs to be managed. That means it needs to be manageable and you will need a strategy, partners, and staff to make it work.
Apps vs. Mobile Web
There’s a big difference between mobile websites and apps. The former is essential to your campaign. The latter, you may be surprised to learn, is frequently optional. In fact, even though apps seemed like the hot new be-all and end-all (marketing directors wanted them!), we spend a portion of our time dissuading clients from diving straight into an app. Instead we help clients to look carefully at their strategic marketing goals, their budget, and the type of holistic, cross-media experience they’re looking to create for their customers, from mobile to desktop and anything in between. Many marketers make the mistake of thinking that having a successful mobile marketing campaign and having an app are the same thing. Making a useful app, one that lives “natively” on mobile devices and with highly mobile functionality, is not as easy (or necessary) as it sounds, especially when you’re coming from a non-mobile background. We’ll go into more detail about apps in later chapters. For now, trust us: being flexible in your delivery of content on mobiles comes first.
Your Real-Time Water Cooler
You all know the image: coworkers gossiping around the water cooler, talking about the latest episode of their favorite show or bragging about their newest gadgets.
When thinking about social and mobile and the communities around them, you need to decide whether you want to just join conversations or whether you want to start them. When I discuss my thirteen years of mobile marketing experience and give presentations ranging from best practice to trends to future innovations, I always wind up with my list of “The Five Things You Need to Create Great Mobile Ideas” that you need to make an effective AND creative mobile campaign.
For more on joining versus starting conversations, see Chapter 5.
Five things to do right now:
