Marketing in a Post-PC World

© Copyright 2013 Holler Sydney. All Rights Reserved

Marketing in apost pc worldSept 2013

Mike Hill & Vlad Ivanovic

[email protected]


Note: all links, videos & references @ our bloghollerlabs.wordpress.com/2013/08/30/marketing-in-a-post-pc-world/


Business context


PC vs mobile

http://www.asymco.com/2013/07/18/the-pc-calamity/


Phone = computer

http://www.asymco.com/2013/08/20/the-last-frontier/


Facebook announce mobile ad rev up 76% to 41% total*

Unlock mobile, unlock $

*http://business.time.com/2013/07/25/facebook-shares-skyrocket-as-social-giant-hits-mobile-stride/

Share price up 20% in 1 day


1. Centre everything around customer journey mapping


Why it’s important

http://xkcd.com/1254/


How to do itStages Awareness Research Consideration Purchase Advocate

Behavior

Barriers

Channels


Rail Europe e.g.


Who’s done it – services

Apple Passbook users 2X

annual spend

Mapping & building with customers, in

store

Re-imagine window

shopping


Who’s done it – media


What to do nextShort term• Create a CJM with your team/agencies

Medium term• Brief your creative/media agencies to overcome

one barrier in CJM• Integrate results back into your CJM

Long term• Correlate customer behavior with store visits

and other channels• Continue to focus on the CJM for planning

Drag picture to placeholder or click icon to add

http://500px.com/photo/28555661


2. Be water my friend


How you do it – clientD

es

ign

Content

Fu

nc

tio

nal

ity

Media

• Typography • Grids • Action states

• Geo-data• Accelerometer• Touch• Location (in/out store)• Accessibility

• Video • Retina images

• Assets (CS, JS files)• Load times


How you do it – server

MyBusiness.com

Web iOS app Google Glass Milk cartonAdmin system

Products Customers Payments/salesAnalytics


Who’s doing it

Homepage uniques up

15%

Extending the sporting

experience


What to do nextShort term• Review mobile visitors to your site• Make 3 key actions on site responsive

Medium term• Make your web properties responsive• Have page load times a critical KPI

Long term• Unbundle your business data into services• Build an integrated interface to the services• Ensure all digital properties get their

information from the interface



3. Stop tapping people on the shoulder, create value


How you do it

Innovators Early adopters

Ch

asm

Pragmatists Conservatives Skeptics


Who’s done itEquip

division +18% profit @ launch

Service driving

campaign creative

1M downloads,

$9B transactions


What to do nextIdentify key customer needs through CJM

Create service/product hypothesis around key customer needs• Problem, distribution, demand creation hypothesis• Identify innovator segment within your customers• Test hypothesis with these customers• Launch phase one product

http://www.21stcenturylearningalliance.org/21CLAv2/wp-content/uploads/2010/06/test-tube-chemicals-beaker1.jpg


Lightning round


4. Compare mobile vs web

Month 1 Month 2 Month 3 Month 4 Month 5

Mobile

Web


5. Load time: ave & 95th %


6. Use your worst user’s eyes


7. Facebook is not a strategy

http://cdn.themetapicture.com/media/funny-Facebook-people-Fry-meme.jpg


8. Work from your couch

http://a248.e.akamai.net/origin-cdn.volusion.com/tuetw.xbexr/v/vspfiles/photos/20010-6.jpg?1348070513


9. Execution over ideas

http://ih2.redbubble.net/image.4155986.5317/flat,550x550,075,f.jpg


10. Start something



Thank youVlad Ivanovic, Digital Strategist

Mike Hill, CEO

Office +61 2 9469 5954

Suite 5, 30 Boronia StreetRedfern NSW 2016

@vladiim

[email protected]

[email protected]

Marketing in a Post-PC World

Business

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