Paul Berney, CMO of Mobile Marketing Association, says that job of the mobile industry is to bridge the gap between time spent on mobiles and media spend.
“How will you know if you have been successful?” was the blunt question I was posed by journalist recently after reeling off the Mobile Marketing Association’s plans for 2012. “I mean give me a simple measure that everyone can understand” he continued.
It is actually a question I have been asking myself for some time and I think there is a simple answer. Recent studies by eMarketer and others have shown that on average US consumers spend 10% of their time on mobile but that only 1% of marketing spend is allocated towards the channel.
US consumers are not so different from others in developed economies, so it is easy to imagine the same divide exists. Indeed the BBC has published details of a survey which showed that children are increasingly turning away from TV and switching their time to mobile devices with over 60% of 7-16 year olds having a phone with internet access where they spend an average of 1.6 hours a day.
Alex Markssuggests advertisers stop thinking of computers in terms of screen size but consider them as one happy family:
Once upon a time there were three screens. Big Screen (TV), Medium Screen (laptop/PC), and of course Baby Screen (mobile).
They were as much a part of modern civilisation as electricity. Big Screen was very old and rather stuck in its ways, although people were fond of its familiarity and it had a place in most homes and hearts. Medium Screen was still quite young but had to grow up fast. Although most people liked Medium Screen it didn’t quite have the sparkle it once had. Indeed, some people were choosing to ignore it in favour of Baby Screen. Baby Screen was very young but it loved the attention it was getting as people cooed at its shiny and ever-changing clothes and rubbed its plastic tummy.
Now, because these screens were so popular, advertisers loved putting their messages all over them – mainly on Big and Medium, but more recently on Baby, too. Some advertisers even recognised that these screens had different personalities, so they adjusted their advertising accordingly. Very clever advertisers.
Alan Giles is the former CEO of the HMV Group, now chairman of Fat Face and board member of The Marketing Society, tells Elen Lewis about the seven wonders of his world.
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1. View. From my seat at Madejski Stadium, home of Reading FC. My spirits soar when I see this view at least until we concede the first goal.
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2. Work of art. OK Computer by Radiohead. Fourteen years after it was released, it is still an astonishingly varied, beautifu land challenging album.
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3. Journey. Cycling from Hambleden to Christmas Common. An exhilarating ride through the wonderful rolling scenery of the Chilterns, with one long, steady climb to raise the heart rate.
Last night we hosted an interactive evening of B2B Excellence. Our very own B2B Ambassador, Caroline Taylor, IBM’svice president of marketing, communications and citizenship, chaired the evening, joined by some key B2B industry leaders.
The line-up included Richard Robinson, Google, Vince Kerr, Fujitsu, and Tricia Weener, HSBC. Members of The Marketing Society discussed their unique B2B challenges around our streams: Digital, Customer, Growth and Green. The evening offered a chance for us to step back and think again. Here’s a summary of the tips on how brands can achieve excellence in B2B marketing.
Top Tips for Growth, led by Vince Kerr, Fujitsu
1) Market to your customer’s customer
2) Power to your people: train and enable your team to be brand ambassadors
Faris Yakob talks about the future of digital post PC, each generation has distinct media behaviors and expecations, and those behaviors and expectations will dictate the actions of the advertising/media/technology industry in the future.
A while back my mate Jake sent me this deck he had whipped up – and jolly good it is too.
It syncs up nicely with my last few posts about proximity and context and that – and contains lots of facts to chew on and ideas to mull over, mapping out our increasingly mobile, POST PC future.
Whilst phrased as an ironic tautology [and Whitney Houston reference], it also attempted to point out that each generation has distinct media behaviors and expecations, and those behaviors and expectations will dictate the actions of the advertising/media/technology industry in the future.
Or they should, anyway. In some ways.
It also spent some time worrying about problems of prospection – the difficulties we have predicting things that are novel, due to the biases like presentism and anchoring and so on.
Then, later, I began wondering a lot about how the rampant acceleration of change brought about by the stability of Moore’s Law was disrupting the mediascape and therefore advertising landscape in Stuff that Doesn’t Work Yet, where I touch on the idea that technology isn’t technology if you grow up with it – it’s just stuff.
It has some nice insights about how internalized the idea of technology has become – in some ways it feels like technology itself, as an idea, has become just stuff to the next generation.
They intuitively feel that online and offline are the same, that computers should be more human [in some aspects] and that technology is empowerment, and is ultimately, invisible.
Daniele Fiandaca shares three shiny nuggets of inspiration: apps from Honda and Heineken, and GOAB, a TV Experience Concept.
Ever since the launch of the iPad, I have been intrigued by the possibilities they enable for two-screen interaction with TV which I believe are endless. While digital in the past has been seen a killer of the live TV experience, social has brought new life into it, and the live experience. Here are three things that have come out in the last three months that typify this opportunity.
Honda’s Jazz Interactive TV Ad
While W&K could have done a much better job in its execution (if you do interact, the reward is really disappointing), I can only applaud the initiative to try something new and gives a platform for further better executions.
AQKA’s Heineken App
This really hits the spot with how think brands should be developing to enhance the overall TV experience and provide something both entertaining and useful. As an Arsenal fan it is unlikely I would have tuned into Barcelona – Manchester United but with this app, I certainly will.
GOAB
This is a really nice concept from Syzygy in Germany. Exactly where I expect I see two-screen going and recognises that the TV screen is going to remain a lean-back viewing experience with the activity rather happening on the tablet. Also think this is going to be possible far quicker than people expect.
Calling all magpies in the Marketing Society membership: find and share three shiny nuggets of wisdom and inspiration with the network for this regular feature on the blog. From eccentric videos on YouTube to Twitter feeds that inspire you, new models/ways of thinking about marketing and creative ideas, send maddie@marketingsociety.co.uk your three favourite things. The more eclectic the better.
At the Digital Leadership Dinner last week I gave a brief overview of the Cloud of Knowing open source project. To date there have been five meetings where a growing group of researchers has debated how to make use of copious online data but with the rigour we would normally apply to data gathered through fieldwork. At our meetings we normally have two speakers whose papers start the discussion. All content is posted in the scriptorium on the Webjam.
The group came about because of the dissatisfaction we felt with the way in which so much online content is gathered in vast quantities by computers – tagged; key words counted – and these counts presented as insightful findings with no other analysis carried out. No search engine, not even the mighty Google, gathers everything so every search engine or web scraper has biases built into it – just like unweighted research findings and as unreliable as an unweighted survey. But content-analytic reports are presented as if they were a fair representation of the whole market place, the principle argument being that since the data set is so enormous the findings must be accurate and representative. We beg to differ!
A decade ago, in 2001, BMW unveiled a series of short films, collectively known as The Hire, but commonly called BMW Films.
High production values and big name actors and directors highlighted what the cars could do in dramatic situations and kick-started the burgeoning world of online branded content.
Since then, the world has shifted, ever so slightly…
Alex Marks wonders about the ASA’s new plan to monitor digital marketing material when consumers are already doing a pretty good job of policing the internet by themselves.
We're here to curate inspiring and thought-provoking ideas and perspectives from our network and the marketing world at large. Read, listen, watch, comment and be inspired. The Marketing Society is the exclusive membership network for discerning marketers to learn, develop and share knowledge.
#WLTM: Marketing Society Business Leader Paul Wilson, CMO, Sunguard http://t.co/xZYSkyovFebruary 3, 2012 2:39
@BrainJuicer: How Can Brands Show Us They Care? http://t.co/SoDI8XQnFebruary 3, 2012 12:13
@RobinHoughton Thanks for braving the cold last night and joining us @SohoHouse. We will send you another book to review for #bookclub soon.February 3, 2012 12:03
Paul Berney, CMO of Mobile Marketing Association, says that job of the mobile industry is to bridge the gap between time spent on mobiles and media spend.
Daniele Fiandaca shares three shiny nuggets of inspiration: apps from Honda and Heineken, and GOAB, a TV Experience Concept.
At the Digital Leadership Dinner last week I gave a brief overview of the Cloud of Knowing open source project. To date there have been five meetings where a growing group of researchers has debated how to make use of copious online data but with the rigour we would normally apply to data gathered through fieldwork. At our meetings we normally have two speakers whose papers start the discussion. All content is posted in the scriptorium on the 
A decade ago, in 2001, BMW unveiled a series of short films, collectively known as The Hire, but commonly called BMW Films.
Alex Marks wonders about the ASA’s new plan to monitor digital marketing material when consumers are already doing a pretty good job of policing the internet by themselves. 
