DRAFTFCBlog - Thoughts, Insights and Opinions on the Ad Industry: Posts http://www.draftfcblog.com/Lists/Posts/AllPosts.aspx RSS feed for the Posts list. Wed, 08 Sep 2010 06:17:10 GMT Windows SharePoint Services V3 RSS Generator 60 DRAFTFCBlog - Thoughts, Insights and Opinions on the Ad Industry: Posts /_layouts/images/homepage.gif http://www.draftfcblog.com/Lists/Posts/AllPosts.aspx Who "owns" Mobile? http://www.draftfcblog.com/Lists/Posts/ViewPost.aspx?ID=285 Body:
Steve Schildwachter, EVP, Group Management Director, Draftfcb Chicago
 
Smartphones will eclipse feature phones as a percentage of the U.S. mobile device population by the end of 2011. Clients are discovering smartphone apps that offer an opportunity to engage and continue consumer relationships. Agencies each want to be the one to help their clients leverage these apps. All kinds of agencies: traditional, new breed, media and of course digital.
 
Which agencies own Mobile?
 
First we ought to properly frame the question. An AdAge.com article recently took the view that "creative agencies" and "media agencies" are fighting over the right to "own" Mobile. Apparently they put digital agencies into the "creative" category, which is fine as far as it goes.
 
It doesn't go far enough, however. Missing from the discussion is retail. Some promotion and shopper marketing agencies are starting to create mobile apps for their clients, and retailers themselves are developing programs in which their vendors - uh, partners - can buy into - uh, participate. One example described in an article on NYTimes.com is Shopkick, currently backed by Macy's and four other retailers.
 
The gigantic Venn diagram
 
The landscape of agencies, clients and retailers is more complicated than just "creative" and "media" agencies. This shouldn't surprise us in an era where all available marketing channels form a gigantic Venn diagram that shifts and overlaps in new ways every week. We've observed this before (here and here) and in a way it's the point of this blog.
 
Asking who owns mobile is like asking who owns television: the agency who develops a 30" commercial, the agency who plans or buys, the network or station, the program developer or the cable service provider.
 
It's the same with mobile. Someone has to decide there's an opportunity to engage consumers via a mobile device. Someone has to develop the app or ad. Someone has to figure out the way to engage the consumer, which in some cases will be a display media buy and other cases something resembling word of mouth marketing.
 
Mobile survival guide
 
There are two implications here:
 
Who knows Mobile? Clients won’t ask which agency owns Mobile, they’ll ask who knows Mobile. If you’re an agency person, worry less about whether you should handle Mobile and more about whether you’re prepared to handle it.
 
Mobile is not a silo. This actually applies to all disciplines, but you can’t treat Mobile or anything else as its own discipline. It has to be considered as a strategic option from the beginning, and made part of the plan if and only if the business solution demands it. Planned that way, it will work well together with advertising, digital and retail.
 
Category: Mobile
Published: 9/1/2010 10:03 AM
]]> steve schildwachter Mobile Wed, 01 Sep 2010 14:15:56 GMT http://www.draftfcblog.com/Lists/Posts/ViewPost.aspx?ID=285 The Final Point to Draftfcb's Mobile Manifesto http://www.draftfcblog.com/Lists/Posts/ViewPost.aspx?ID=284 Body:
Posted by Josh Dysart, Manager, Corporate Communications
 
As I went back over the video I shot of Patrick Moorhead, director of mobile platforms at Draftfcb Chicago, detailing the agency's mobile manifesto, the 10th point didn't turn out as well as I had hoped, so I asked him to take a few minutes and write down his thoughts on the final part of the 10-point strategy. Here's what he had to say:
Our final point in the mobile manifesto is that if you make your mobile experience work for the consumer, they will notice. In fact, those who get it right have seen dramatic responses from consumers.
 
A clear example of this is online auction company eBay, who launched a full scale mobile platform in 2009. Incorporating a platform approach means accounting for a wide variety of devices and methods for consumers to use them seamlessly – not just an iPhone app, but an app for each smartphone platform, and options like SMS and WAP for low end phones – integrated with online email and commerce systems fluidly. In its first year, eBay reported a whopping $600MM in revenue resulting from mobile transactions. That’s $600MM worth of consumers saying "yes, that works for me."
 
The time, and the evidence, are now here to allow us to stop asking the misguided question “is this the year of mobile”. The answer is not yes, or no, it is simply that it doesn’t matter. Mobile is not optional for the consumer, they are relying on it more each day, and companies that embrace these facts and take action against them are seeing explosive results. So instead of asking “does mobile make sense” or “should we test mobile” we need to evolve an understanding that what really matters in mobile is getting it right, and getting started.
In case you missed any other earlier posts to the manifesto, you can easily find them in posts from earlier this week -- part 1, part 2 and part 3.
Category: Mobile
Published: 8/26/2010 7:22 PM
]]> joshua dysart Mobile Thu, 26 Aug 2010 23:29:33 GMT http://www.draftfcblog.com/Lists/Posts/ViewPost.aspx?ID=284