Keynote: How to Develop a Mobile Strategy (Video and Slides)

Last week, I had the honor of keynoting the Mobile Marketing Strategies Summit in San Francisco, to provide a strategic perspective of how mobile –and social technologies work together for today’s top brands. Sadly, we found that most companies are developing mobile tactics. That’s right, tactics. Why? As the latest technology came around, companies would prescribe towards them in a haphazard way, or rely on their agencies to select the app to appease a ‘mobile solution, quickly’.

Instead, companies should evaluate how their customers use mobile technologies across their entire life and brand process. Working closely with the research team here at Altimeter, we were able to structure a mobile strategy based on the customer life process –not just on features and functions, and found quite a few examples of companies spanning the gap.

If you’re seeking a strategic perspective, please watch the video below –and see slides. Caveat: My primary focus is social so you’ll see some crossover between my perspective and how mobile connects. Also, we’re hiring a mobile analyst (and other roles) that will be primarily focused and go deeper than I will have time to, while I’ll continue to focus on customer strategy across many platforms.


Customer Hourglass: Pre, and Post-Purchase.
Above: Customer Hourglass Framework. Build your mobile strategy based on the entire customer experience –not just on the technologies on hand.


Above: YouTube video of 45 min keynote

Developing a Mobile Strategy

View more presentations from Jeremiah Owyang

Above: Slides from preso so you can follow along

51 Replies to “Keynote: How to Develop a Mobile Strategy (Video and Slides)”

  1. Nice deck! Love the hourglass framework. Note you’ve got some slides in there that you noted to yourself to remove 🙂

  2. Nice deck! Love the hourglass framework. Note you’ve got some slides in there that you noted to yourself to remove 🙂

  3. 45 minutes well spent. The customer hourglass concept is fantastic. I am starting to wonder however if any social marketing related presentation’s Q&A session these days can pass without at least one audience member asking the speaker his or her opinion of Klout as an influencer metric.

  4. Really worth watching. thank you for the insights and the hourglass model.

  5. Thanks Jeremiah, a great keynote. I particularly liked the way you connected the support and advocacy back up to the top of the hourglass – thats when the social engine really starts to crank. Also appreciated your point that customer treatment based on levels of influence is happening already, regardless of Klout or other social influence measurement.

    PS – totally agree that diamonds are a necessity 😉

  6. Many thanks Jeremiah for this very bright keynote.  Could you recommend a good book related to mobile strategy for a marketing newcomer like me ?

     

  7. Many thanks Jeremiah for this very bright keynote.  Could you recommend a good book related to mobile strategy for a marketing newcomer like me ?

     

  8.  Many thanks Jeremiah for this very bright keynote.  Could you recommend a good book related to mobile strategy for a marketing newcomer like me ?

  9.  Many thanks Jeremiah for this very bright keynote.  Could you recommend a good book related to mobile strategy for a marketing newcomer like me ?

  10. Agreed… great presentation. I’ve just been having a difficult time accepting the idea that these multimedia outlets will carry a similar marketing impact to the older standards.

  11. Really enjoyed the video and also, love the hourglass framework in it. Very Interesting. Thank you for posting.

  12. It was an absolute pleasure having you! Those in attendance learned so much and were thrilled to have the opportunity to learn from your keynote. Thank you Jeremiah for giving a stellar presentation!

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