The document discusses 10 common fallacies, myths and legends about planning for mobile. It debunks the myths and provides the truths. Some of the myths addressed include that planners are entitled to direct digital strategy, that mobile can be handled separately from digital strategy, and that the mobile banner ad is effective. The truths provided emphasize focusing on unmet user needs, shifting from campaigns to capabilities, considering the entire ecosystem rather than just devices, and creating useful and engaging mobile experiences that add value.

1. VCU
July 18, 2013

2. Planning for mobile

3. jelee@hugeinc.com

4. 1993

5. 1995

6. 2001

7. 2005

8. 2008

9. 2010

10. The 10 fallacy’s, myths and legends of
planning for digital – with an extra
special focus on “mobile”

11. Planners are entitled to
direct digital strategy
#1 - Fallacy:

15. UX Strategy
Content Strategy
Technology Strategy
Business Strategy
Product Strategy

16. User
Brand
Marketing
Business
Competition
Creative
Digital

17. Earn the right to be there.
Truth:

18. The digital campaign.
#2 - Myth:

22. 2D
Simple
Interruptive
SAY

23. “You’re more likely to
survive a plane crash
than click a banner ad.”
Solve Media.

28. 3D
Active
Participatory
DO and ENABLE

29. Capability

30. Shift thinking from campaign
to capability
Truth:

31. Consumers know what they
want
# 3 - Legend:

32. Expectations
Needs
Desires

34. Truth: Horses were difficult to maintain, messy,
slow and unreliable
Ask: A faster, dependable and more efficient horse
without the mess
Un-Vocalized Need: An affordable, accessible
means of transportation for the middle class:
The Model T

35. Find the un-vocalized need.
Truth:

36. Clients know what the
problem is
#4 - Legend:

37. Awareness
Relevance
Equity
Sales
……

38. Likes
Clicks
Tweets
……

39. WHY?
But WHY?
WHY?
WHY?

40. Sales are down
why?
Competition is stealing share
why?
We are no longer seen as “special”
why?
Longevity has made us the staple + Mass
Get our “Stige” back

41. Determine the root
behavioral cause.
Truth:

42. Planners alone own the brief
#5 - Fallacy:

43. TV
Print
Outdoor
Radio
Event

45. Complicated

46. UX Strategy
Content Strategy
Technology Strategy
Business Strategy
Product Strategy

47. Be the glue

48. R.A.C.I

51. Inspire, identify, codify and
translate ideas.
Truth:

52. Mobile

53. 613MiPhones & Andriod Phones sold in
2012

55. Mobile > PC

57. To reach an audience of 50 million
people (users):
Radio took 38 years
Television 13 years
The Internet 4 years
Facebook 3.5 years
Instagram took 1.3 years

58. 56%of US adults own a smartphone

59. They spend about 82 minutes a day on
average using mobile devices for activities
other than calls.

60. 77% check weather
68% Use social networks
65% get turn by turn navigation
64% get news online
64% play a game
58% upload photos
53% listen to online radio service
44% check bank balance
31% visit government website
24%usecoupondeals
16%watchmovies/TVshows

61. The “mobile strategy.”
#5 - Myth:

62.
Real Marketing
Challenge
True Brand CapabilityUnmet User Need
Eco-System and Briefs
Digital Vision/Strategy
Creative
IDEA

63. Define the roles

64. The mobile strategy is an
extension of the digital
strategy
Truth:

65. Mobile can be handled
separately.
#6 - Fallacy:

66. “My laptop is in the
other room. It’s not worth
the effort to fetch it.”
–Audience research subject

67. 89%use mobile while at home.
Source: Yahoo Mobile Shopping Framework Study, 2011

68. 68.

69. 74minutes in mobile web
81minutes in native apps
Source: Flurry, 2011

70. 70.

71. 62%search daily from their mobile device.
Source: Google Mobile Planet

72. 72.

73. Integration of mobile into lives
Should never be an after thought
Ask how the idea needs to live in
mobile

74. Design for an ecosystem, not a device.
Phone TVLaptop/DesktopTabletphablets

75. Think idea and eco-system
not device.
Truth:

76. The Mobile banner.
#7 - Fallacy:

77. “Brands should stop focusing on clicks or “likes”.Awhole
industry is stuck on trying to force old metrics on to new
channels. Too many businesses are thinking ‘I need to sell
inventory’, rather than ‘How can I add value to a smartphone, or
a new device?”
-StefanOlander,vice-presidentofdigitalsportforNiketalkingaboutengagementopportunitieson
Mobile.

78. 1. The typical Internet user is served 1,707 banner
ads per month
2. Click-through rates are 0.1 percent.
3. The 468 x 60 banner has a 0.04 percent
average click rate.
4.An estimated 31 percent of ad impressions can’t
be viewed by users
5. Up to 50 percent of clicks on
mobile banner ads are
accidental.Data from Comscore & Double click

79. 3D
Active
Participatory
DO and ENABLE

80. CAPABILITY =
UTILITY +or ENTERTAINMENT

81. Nike
created
a
service
that
compares
different
materials’
environmental
footprints
with
the
aim
of
leading
industry
sustainability
efforts.

82. Nike+
enables
runners
to
run
more.

84. Audi
A4
driving
challenge
is
a
fun
app
that
gets
people
to
experience
an
A4

85. Create something useful and/
or entertaining.
Truth:

86. Mobile planners have crazy
mad skills.
#8 - Legend:

87. Context
Utility
Value
Un-vocalized need

88. Inspire, identify, codify and
translate ideas

89. Same skills different
application.
Truth:

90. You can’t measure success
in mobile
Fallacy:

91. Create the right things.

92. Participation
Useful/Entertaining
Repeated use
Brand Value

93. Success = Participation +
Utilization
Truth:

94. Let’s recap

95. Earn the right to be there.
Truth:

96. Shift thinking from campaign
to capability
Truth:

97. Find the un-vocalized need.
Truth:

98. Determine the root
behavioral cause.
Truth:

99. Inspire, identify, codify and
translate ideas.
Truth:

100. The mobile strategy is an
extension of the digital
strategy
Truth:

101. Think idea and eco-system
not device.
Truth:

102. Create something useful
and/or entertaining.
Truth:

103. Same skills different
application.
Truth:

104. Success = Participation +
Utilization
Truth:

105. Questions…

106. hugeinc.com
info@hugeinc.com
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