All week, we are at Mobile World Congress in Barcelona. Martin Lange will lead the charge for Ogilvy. You can follow our observations via our Tumblr blog and our core Social@Ogilvy blog and Twitter handle.
Last post, I suggested the need and a way for putting social, mobile and value creation at the center of the creative and strategic marketing and communications process ("The SoMoVa System"). Practically speaking, brands can organize their efforts to bolster the mobile portion of that equation in three steps:
Unlock the mobile storefront: Consider this the hygiene step. Every brand starting a new initiative or refreshing an existing one must do the base level of mobile accessibility. That means creating a great experience for smartphone users, simple phone users and tablet users.
Part of this is simple design for the screen and likely connectivity throughputs (e.g. 3G and lower) part is designing for the use-cases or likely customer experience.
To this day, I am stunned by how many restaurant sites are not enabled for mobile with four buttons on screen: menu, location, make a reservation and photos. I stand on a corner of St. Stephen’s Green in Dublin trying to find a great place to eat.
For too many brands, their mobile “door” remains locked for all intent and purpose simply because they have no good mobile experience. Time to unlock that storefront and invite people inside.
Teach ourselves to ‘think’ mobile-first: One big challenge inside agencies and brands is the sense that mobile ought to be everyone’s expertise from day-one. While it will be someday, we ought to care enough to make our brand marketers more successful immediately. We designed a training program for social media strategists 7 years ago. It has evolved and grown. We believed we needed to supplement what even digital marketers understood about social behaviors and practices.
By creating the Principles of Mobile Design (“design” here takes the high road meaning the design of the experience not simply an interface), we establish a best practice checklist for expert marketers. Are they considering the top 3 mobile use-cases for their customer? Are they using the location-based data from mobile and/or the camera capabilities and/or the social network connectivity?
We also need to inject mobile expertise – creative, strategic and technological – into our creative ideation process. New team structures and fresh collaboration practices. Don’t treat mobile as a channel (just as you would not treat social as a channel). Making ideas mobile from the get-go is best.
Disrupt before the disruption: Martin Lange cites Uber and MyTaxi as disruptive services. My favorite is Bands in Town which alerts me to when any of my bands are playing in town – no matter what town I am in. How will mobile disrupt the core business of many of the brands out there? To some extent, it is pure hubris to think that an internal effort can anticipate the unimaginable disruptions that may come from a vast entrepreneurial landscape. On the other hand, smart businesses can do two things to stimulate that within their organization:
- Sanction ‘disruption-hunting’ from the top – the C-suite can challenge managers to be their own competitors at times. When I first started Social@Ogilvy 7+ years ago, there were plenty of business leaders invested in television advertising who would have liked us to go away. A little air-cover from the C-suite goes a long way to build internal courage.
- Put a bounty on disruptive ideas – are we all doing enough to stimulate and reward idea-generation from across our employees? Do we have a formal program that solicits ideas and then funds the most promising?
Three ways brands can make offer a shot of mobile adrenalin to their organizations:
- Unlock the mobile storefront
- Teach ourselves to ‘think’ mobile-first
- Disrupt before the disruption