mo teacher conference - mobile
DESCRIPTION
mobile tech discussion to MO Teachers conference. Primarily HS Marketing and business teachers. Springfield, MO July 2013TRANSCRIPT
Elton MayfieldCo-Founder, ER Marketing@EltonMayfield
Are you Ready for the Mobile Explosion?
1983
Sold for$3,9
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Today Mobile marketing is exploding. The small screen is becoming the main screen. Mobile users are 3X more likely to buy than PC users. Your students live in mobile. The future of marketing is mobile. Are you ready? The intersection of local, mobile and social is
redefining what marketing is.
ER Marketing & Elton Mayfield
Business to Business marketing agency in KC
Integrated marketing and communications firm
Past President of KC Business Marketing Association (BMA)
Executive Board of Directors, BMA International
@EltonMayfield
Mobile Has Come A Long Way
STATS
IT TAKES
26HOURSFOR THE AVERAGE PERSON TO REPORT A LOST WALLET
IT TAKES68MINSFOR THEM TO REPORT A LOST PHONE
70PERCENTOF ALL MOBILE SEARCHES RESULT IN ACTION WITHIN 1 HOUR
70PERCENTOF ONLINE SEARCHES RESULT IN ACTION WITHIN ONE MONTH
Mobile Marketer, 2012
9MOBILE SEARCHES LEAD TO ACTIONOVER HALF LEADING TO PURCHASE
OUTOF 10
61%OF LOCAL SEARCHES ON A MOBILE PHONE RESULT IN A PHONE CALL.
GOOGLE, 2012
Things That Are DeadPDAsPaid email accountsCassette decksDial-upGetting film developedDigital/video camerasMovie rental storesMapsClassifiedsThe landlineLong distance chargesPay phonesVCRsFax machines
Phonebooks, dictionaries, encyclopedias
Calling 411CDs & DVDsSnail-mail billsButtons (on devices)Losing touchPaperRecord storesPaper BooksBook shelvesFeature phonesDesktopsPrivacy
The Splinternet
SMS/MMS
Mobile Email
Location-based Services
Mobile Site
Mobile Web App
Mobile App
iPad site
iPad App
QR Codes
NFC
Foursquare
Facebook Places
Scanning
Social Commerce
TABLET STATS 10-20% more $$$$ spent on
eCommerce
1.5 hours per day
54% email
53% get news
39% social networking
Conversion rates are 33-66% higher
~90% of CEOs have iPads
@EltonMayfield
THE RISE OF THE MOBILE INFLUENCER
Connected Consumers
NOT early adopters!
52% are Women in their early 40’s
81% are on Facebook
Savvy 55%
Frugal 21%
Smartphone = Customer Service Device of Choice
SMALL SCREENS. SMALL MESSAGES. BIG RESULTS.
THINK SMALL
HOW BUSINESSES ARE USING MOBILE SMS / MMS NFC/Bluetooth Mobile websites Mobile display advertising Location based marketing Mobile Apps QR Codes Tablet Computing Sales Enablement
@EltonMayfield
How we use our tablets
Enable the ROI in Print
Usage is swaying from desktop to mobile
THINGS ARE CHANGING
You Checked It Already Didn’t you?
37%checked their mobile in the
last five minutes
44%checked their
mobile in the last thirty minutes
55%checked their
mobile in the last fifteen minutes
@EltonMayfield
86%OVER
MOBILE USERS USE THEIR DEVICES WHILE WATCHING TV
91%OVER
MOBILE USERS HAVE THEIR DEVICE WITHIN ARMS REACH, 24/7
Are you a nomophobic?
A Through B
SO WHAT TO DO IN THE CLASSROOM
@EltonMayfield
How Mobile Tech is Changing the Way Education Works
Smart mobile technology is changing the way kids are educated.
Smartphones and tablets have more going for them than the ‘cool’ factor though
@EltonMayfield
Tablet + Edu App = Smart Studying
57% of children using educational apps 77% playing downloaded games. Random House has decided to use mobile technology
to transition most of their printed works into digital Lego has created an iPad app to bring its building
blocks digital to children. Toddlers are growing up with tablets, and the way
they learn has already changed.
Next-Gen Mobile Devices
To Wrap It Up With mobile gaining significance in the
education distribution method, there will obviously be a tug-of-war between the traditional and the non-traditional methods of education. But the move towards digitalization of education has already commenced, and the coming years will see a concretization in the field of personalized, mobile education.
@EltonMayfield
MOBILE WEB
If you’re going to make one investment, get a mobile website.
For Businesses
Responsive Design
Not Mobile Friendly Mobile Friendly
ANTHROPOLOGIE
Hold on……it’s only going to get faster
Elton Mayfield@eltonmayfield
linkedin.com/in/eltonmayfield
www.ermarketing.net
July 2013
BMA BLAZE HIGHLIGHTS
Top B2B Trends Marketing + IT = The future is now Move Fast Realize you don’t know what you need to know….yet CMO role well beyond marketing Everyone is in sales B2B sales landscape is dramatically changing Content must be relevant and someone must ‘own’ it Change or die
“We’re all working in beta” It’s overwhelming and 97% expect the
pace of change to accelerate even more 97% of marketers are doing things they’ve
never done before 34% feel “overwhelmed” by all the change 21% said the skills for which they were
hired are now obsolete
Changing B2B marketing landscape
Your buyers are now just as smart as you Amazon and Google both entering the industrial
space. Amazon building DC fast
Bought a robot company to automate the process 40% of holiday sales were were on a
mobile/tablet/phone ‘Internet of things’ - # of total connected devices is
expected to increase to more than 24B by 2020
Changing role of CMO 78% of marketers now have greater input
on corporate strategy 77% now have a seat at the executive table "We are no longer simply CMOs," she said.
"We are Chief Transformation, Integration, Inspiration Officers.” Kathy Button Bell, CMO, Emerson
We’re All in Sales – Dan Pink Gone from buyer beware to a world of seller beware 3 Rules - the new ABC (always be closing)
attunement - perspective taking. can you get in the other person's head.
buoyancy - how do you stay afloat in the ocean of regection. question yourself, positive affect, what do you do after the encounter. 'how do you explain failure'
clarity - we need to curate information. if your customer knows what their problem is, they don't really need you. where are you more valuable? not problem solving, but problem finding. Can you look down the road? can you identify the new problems?
We’re All in Sales – Dan Pink Increase your effectiveness by reducing your
power. Whose better at sales - extrovert or introvert
Ambiverts - both extrovert and introvert don't be a glad-hander. be more like yourself
Give people an off-ramp (to act) Make it personal
We’re All in Sales – Dan Pink servant selling - your job is to be of service first
then sell Grandmother test - treat the customer/prospect
like your grandmother (with 80K twitter followers). 3 Key Tenants
operate with integrity do work that matters take some risks
Integrated Content Marketing Strategy
9 in 10 companies are employing content marketing 60% are increasing budgets for it Only 1 in 3 experiencing success Put someone in charge!
"Everyone owns content, and when everyone owns something, then no one owns it. When everything's important, then nothing is important." - Michael Brenner, VP of marketing and content strategy, SAP
Other Ideas Budgets are not keeping up with the
demands that are being put on marketing
Make it personal The importance of technology/social Big data Sales and marketing
Other Ideas I have seen the future of b2b marketing, and its name is Eduardo
Conrado. Conrado is the senior VP-marketing and IT of Motorola Solutions. As his
title suggests, he oversees both marketing and information technology, which is why he represents the future of b2b marketing.
With the rise of marketing automation, analytics and other data-driven marketing technologies, marketing and IT are growing ever more interdependent, and marketing executives need to have more than an understanding of technology – they need to embrace it and, ideally, have control of it.
From DigitalmarketingRemix blog.http://digitalmarketingremix.com/profiles/blogs/story-of-the-week-why-eduardo-conrado-is-the-future-of-b2b-market
The Takeaway "We're at a time of dramatic change. I love that old
saying 'if you don't like change, you're going to like irrelevancy even less. No change is called Kodak, it's called Newsweek, it's called Blockbuster. So for individual organizations, if you don't change in the next five years and change in some pretty significant ways, that where it's all going to end up. Embracing change means also embracing failure." Malcolm Frank, executive VP at Cognizant Technology Solutions
Thank you