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.
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
Above: Slides from preso so you can follow along
Thanks for posting this @jeremiah:twitter Really useful!
Nice deck! Love the hourglass framework. Note you’ve got some slides in there that you noted to yourself to remove 🙂
Nice deck! Love the hourglass framework. Note you’ve got some slides in there that you noted to yourself to remove 🙂
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.
Updated. thanks!
Updated. thanks!
Very interesting post! Thank you!
a very good 45min vid i may watch it more than once.
dianabol
When it comes to mobile, a lot of companies are spending boat loads of money to obtain data to figure out what works
Really worth watching. thank you for the insights and the hourglass model.
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 😉
Many thanks Jeremiah for this very bright keynote. Â Could you recommend a good book related to mobile strategy for a marketing newcomer like me ?
Â
Many thanks Jeremiah for this very bright keynote. Â Could you recommend a good book related to mobile strategy for a marketing newcomer like me ?
Â
 Many thanks Jeremiah for this very bright keynote.  Could you recommend a good book related to mobile strategy for a marketing newcomer like me ?
 Many thanks Jeremiah for this very bright keynote.  Could you recommend a good book related to mobile strategy for a marketing newcomer like me ?
 Not sure at this time F, still waiting for a great one to cross my desk.
Mobile is the future… but where does Google OS factor into the picture????
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.
Really enjoyed the video and also, love the hourglass framework in it. Very Interesting. Thank you for posting.
Excellent job! I am sure anyone will appreciate more tutorials like this. Many thanks!
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!
Absolutely brilliant and entertaining insight. Â Many thanks for sharing.
This video is very informative. It is really helpful me to
get know more about these strategies.
very good, very true points. Very enjoyable, very informative.
I like your illustration work, your creativity and designs are really amazing.
Great resources Guy! Thanks for the information and additional resources.
Thanks so much for allowing me to share today. It™s a pleasure to be a part of this great informational site!