“Before the iPhone, cyberspace was something you went to your desk to visit. Now cyberspace is something you carry in your pocket.” - Paul Saffo

It's true, mobile and specifically smartphones have changed everything. But it's still not as easy as it seems for marketers and agencies to develop extremely effective mobile promotion plans and strategies. Retailers are expected to invest $55 billion annually in mobile by 2015, according to a new study from Juniper Research. With high stakes both in terms of investment and consumer demands, companies want to know which steps to take in order to create a successful mobile strategy.

I'd like to share the steps I think can help get the ball rolling.

1. Objectives: Identifying goals and objectives for the mobile channel.

It goes without saying that mobile goals and objectives should be related to the overall business objectives of the company. To help with the process, think about how a mobile channel can help you meet your business objectives. Many brands could have avoided developing mobile apps for download that were abandoned shortly thereafter by asking these questions:

• What do you want your mobile app to accomplish?
• Would you like to drive traffic to a store?
• Would you like customers to have any channel for support?
• At customer need can you meet that helps to achieve your business objective?

Tiffany & Co’s ”Find your Engagement Ring” mobile app is a perfect example of execution based on extensive, well-formulated research on the target audience and clearly defined business objectives. It clearly targets men who have a problem identifying the ring size for women they would like to propose to. It still showcases the product, but it solves the major hurdle in the purchasing process.

2. People: Defining the profile of the target audience.

Existing customers, new customers, what do you know about your target? Social media can be the hero and provide a wealth of knowledge about your different segments, especially smartphone users. The more marketers know about social media and mobile usage, the clearer it becomes that mobile and social experiences are interconnected and inseparable. According to OnSite Consulting’s 2011 report, 56 percent of connected smartphone users follow a brand on social media. By listening to the conversation on social networks and identifying what is being said about your brand and product, you can also identify specific problems and pain points to address with your mobile app and inform the direction of your strategy.

It is also helpful to look at the “Customer Hourglass,” Altimeter’ social model of purchase. The funnel looks at the entire customer experience pre- and post-sale. Incorporating the customer hourglass and understanding how to engage with your target consumer at each step will provide you with invaluable insight into their specific needs, which then could be satisfied by a mobile app.

3. Strategy: Determining the right approach for meeting said objectives.

Once you have identified your target audience and set your objectives for the mobile channel, choosing the right mobile development strategy becomes easier. It is important to keep in mind that your strategy is more than an appropriate technology, but it is also about reaching the right people with the right features required to meet the objectives you’ve set. Effective mobile solutions require unique and specific planning, tactics, integration and implementation. Use scenarios to establish interaction models. Scenarios must be realistic and in-context. If a feature doesn’t work within a realistic user scenario, cut it. Mobile users demand two main things when it comes to mobile experiences: content and convenience. At this stage, you should have a close to complete idea of your mobile application, functionality, features, usage scenarios, support system and operating systems.

4. Technology: Choosing the development technology that fits the strategy.

There are many development options available, and the development space is undergoing changes. This stage will be handled primarily by your technical team or a vendor, but it is important to establish right amount of cross-functional rapport to understand the process. In the perfect scenario you should have a team consisting of marketing, user experience, strategy and it members available through the entire process When choosing the development option, try to stay up to date with trends and general developments of the mobile space. In conclusion, remember that customers are increasingly looking for a full experience. To stand out in a sea of choices, your app must not only to draw attention initially, but withstand the test of time by delivering the promised value quickly and providing an incentive for continued engagement.

Marketers/Agencies: What are your best practices for creating a mobile strategy?

The buzz word “SoLoMo” is a combination of the words “social,” “local” and “mobile.” Solomo represents a concept which is a tidal wave in our evolving society: the convergence of social, local and mobile technology. Our lives are changing dramatically as technology becomes more mobile, empowers deeper social connections and becomes localized.

What is SoLoMo?

• —Is it using social media sites like Facebook, LinkedIn or Twitter?
• Or is it local like Foursquare, checking in on Facebook, advertising on my phone?
• What about the “mo” – is that mobile like seeing ads in my ipad or my browser if I search on my phone?

In short, the answer is yes to all of the questions above, and how they all work together and why it matters to consumers or to marketers. SoLoMo is a heady combination that when used well can dramatically improve lives and help companies increase their ROI on ad spends, and connect with consumers in a meaningful way.

SoLoMo is must for digital marketers because it allows them to target and communicate with your prospects in new and unique ways because technology has evolved in such a way that it allows us to intereact with consumers throughout the sales cycle.

How are you seeing marketers and agencies use SoLoMo effectively?

We live in a world where transparency spans all facets of our lives. So when I read about a new website where agencies and other “vendors” can be reviewed by CMOs, it really struck me as a natural progression for the industry.

What will this mean if you’re an agency? That remains to be seen. It reminds me of AMC’s “The Pitch,” which has been renewed for a second season. Though the first season had low ratings, and many in the agency world had plenty of negative things to say about how inaccurately the show depicted the pitch process, the series is still moving into another season.

In short, we can’t predict how this review site will pan out either.

CMOs and other top marketers have always shared their opinions of agency partners with their peers; this just gives them a transparent way to do so – if you are a member. The Ad Age article didn’t elaborate if membership is by invitation, paid or any other details as to how to join. I’ll be curious to see how that will work.

However the article did indicate that the intent of the site isn’t to bash vendors and that the posted reviews won’t be anonymous. So you own your reviews and have to stick by them, which I think gives the site and the actual reviews higher credibility.

Nothing about this development is going to rock the agency world; in fact, it screams opportunity for solid partnerships that generate impressive work to be highlighted in a new way.

Let’s face it; we live in a society where we are inundated with big data and personal information is shared in almost every way imaginable. It was only a matter of time before this hit the agency world.

Will this be a flash in the pan, or will it truly become the Yelp of the agency world? Only time will tell. But here at Kantar Media SRDS, we’ll be watching.

Over at iMedia Connection, Jim Meskauskas recently tackled a timely and very relevant topic. How can we media plan for an uncertain digital future?

Jim sets the tone by referencing a famous Oscar Wilde quote:

“Fashion is a form of ugliness so intolerable that we have to alter it every six months.”

He goes on to say that the digital media landscape changes nearly as often, if not even more frequently -though not because of ugliness. Jim asks several probing, yet very real questions that media planners must consider. 

“How does one put together a long-term digital media plan that is consistent and relevant in the face of constant change? Or for that matter, even executable? Should agencies even put together long-range media campaigns for online?”

To me, the answer is simple. Absolutely yes, it can and should be done. But I think the main question should actually be, “Does digital planning fit for the goals of the campaign and the clients’ business needs?”

Jim suggests a few best practices for media buyers, one of which doesn’t convince me. To ensure stability within long-term plans, he recommends using only metered properties, such as sites that rank high with comScore. I respectfully disagree.

After all, there may be some digital properties that don’t rank high but are much more targeted and relevant for the audience that the client is trying to reach. My advice instead would be to focus on the audience that is the most relevant to the goal of the campaign, and then use a tool like SRDS to find the digital media properties that fit best.

Yes, it’s true that when planning for digital, you should have a toolbox of back-up plans when it comes to optimizing. But limiting your planning to only the top sites that appear in common research tools isn’t always the best way to deliver top results to the client.

My recommendation is to stick with three plans, which include digital properties relevant to the audiences you’ve identified. That’s where research and audience targeting really come into play.

After all, there’s no reason to fear digital if you’ve done your homework. Smart planning, smart targeting, as well as relevant and powerful creative are your best tools to fight the fear.

Here are my seven best practices for digital media planning:

1. Identify where your targeted audience engages in the digital landscape. Use research tools and relationships with digital properties to find them to the best of your ability.
2. Develop three plans: your campaign launch plan, your optimization plan and your site change plan.
3. Craft a strong creative message with plenty of back-up creative to allow for optimization.
4. Execute and use the power of digital with inventive features like frequency caps, retargeting, social and mobile.
5. Once you’ve launched your campaign, use the power of digital tracking to optimize, daily if necessary, depending on the campaign goals.
6. Ensure that the message is clear across all channels. Know clearly what your goals are and help your target get to the jackpot at the end of the rainbow when your campaign is successful.
7. Be sure your client can be found on YouTube, Facebook, Twitter, and of course on their own destination page. Just because a target doesn’t click on the ad, if they do see it, they still may remember the message.

While I do have some tactical disagreements with Jim, philosophically we agree. Jim states, “Manage the future by controlling the present.” Yes, use the tools you have available to control your risk. Use your out clauses - any publisher expects there to be an out clause. But always do your homework!

Digital is rapidly changing. However it’s no longer a new media channel. Remember, embrace the fundamentals and the amazing tracking technology to control the campaign, and ultimately the result.

Happy planning!

The Pitch is a reality series about advertising agencies competing against each other for new business. The draw is that we consumers all want a glimpse into the real happenings behind the ads we see. It begins with two firms pitching ideas to Subway executives.

SPOILER ALERT: this post discusses AMC's The Pitch season 1, episode 1.

The two competitors, while both fierce and hungry, immediately come across as different in how they operate and approach winning the business.

Right out of the gate Tracy Wong, Founding Partner, WDCW in Los Angeles, makes it clear how this world isn’t kind to advertising agencies by explaining that “You start clawing, scratching, swimming – that’s what you do.”

The stage is set by Wong leaving a generic motel room. Ah, the joy of business travel, I recognize that. 

Next we have the pleasure of meeting the competition. In a rented van, we meet Liz Paradise, Creative Director, McKinney Advertising in North Carolina. “Here we are” Liz says in a singsong voice along with a friendly smile that is sharp as a razor’s edge. A piece of business is up for grabs and she’s in it to win it. Liz explains “Every ad agency in America wants to be invited to that process, to win that piece of business. We are competitive.” The desire to be the winning team is clearly huge, especially coming from her dead-on serious face.

The process begins with a briefing for the two agencies at Subway’s Headquarters in Milford, CT. We hear things like, “Here they come. Well, this won’t be too awkward” from McKinney. Wired Wong (nicknamed with love for his ferocious passion) shares, “Shoot, how are you going win an account? You gotta to slug it out in the gladiator arena with all these other naked, glistening, sword-wielding agencies.” Now that’s a visual I can't get out of my head easily.

The battle starts with modern day posturing. You see handshaking and smiles, but like Eminem said “You only get one shot, do not miss your chance to blow – this opportunity comes once in a lifetime.”

You might think WDCW has an edge because of their work with Quizno’s, but only until Subway’s CMO expresses how completely unimpressed he was with that work. The balloon is burst, but don’t worry, that only makes Wired Wong stronger.

McKinney is a medium-sized agency that exudes a formidable, yet tamed passion, perhaps due to Liz Paradise’s viewpoint that McKinney has a “Southern gentility that has washed into the culture of the agency.” They talk a bit about how people in the south are more accepting, and I couldn’t help but notice, painted on a blood red wall, is what must be a company value: LISTEN, PROVOKE, LOVE, SIMPLIFY, BELIEVE.  

Both agencies are ready for the first step, the briefing and Paradise says it best: “When the CMO talks you shut up and listen.”

The Subway team enters the room, led by marketing veteran, Tony Pace, Chief Marketing Officer. Tony details the specific goal: a new assignment for breakfast. The Subway breakfast initiative launched in April 2010 and now they want to take it to the next level by focusing on a single demographic, people 18-24. Tony makes it clear he doesn’t want to see “SOS” (aka “Save on Subway”). The Pitches must include something they’ve never seen before.  

Next, each agency brainstorms.

WDCW narrows it down to two ideas. First is Greasy Town. Yep, I just said Greasy Town. It’s about one guy who’s not going to take it anymore. He drives with conviction in his heart that people deserve a better breakfast. Greasy Town? Ick.

The second is a play on Zombies. This concept is all about zAMbies that mimic the walking dead until they get a Subway breakfast Sandwich. Sorry folks, I couldn’t think of a different descriptor than how they were portrayed – which is a take on another AMC show The Walking Dead series. Wonky Wong feels that it’s nonsensical so the zAMbie idea could work.

Over at McKinney, a breakfast matchmaker is kiboshed ASAP, as well as an idea involving a dead body (wow, mornings really are viewed as a time of coming back to life!). We hear other ideas including sandwiches as art and something about cheerleaders until the room is silenced with “Is that all you got?”

Finally, McKinney lands on two strong ideas to bring to Subway. The first idea is tied to a theme of "Let’s Fix Breakfast!" and involves a talk show that depicts a Subway Sandwich as king. The king lords it over cheesy breakfast competitors like energy drinks, bearclaws, and other non-fresh on-the-go breakfast items.

The second idea is Freestyle Breakfast. McKinney finds Mac Lethal, a breakfast rapper with rapidly growing YouTube views. They snap him up, then create a video at a Subway that's a step up from YouTube, and build creative around it.

Both teams are taking huge risks and they know it. WDCW’s zAMbie concept is unlike anything they’ve ever done. It includes a very annoying commercial that hurt my ears. However, their passion for it is so strong it won me over just like the Meatloaf song, I Would Do Anything For Love. Yep, their passion for zAMbie is that powerful.

McKinney loves the Mac Lethal rap, however it creates a conundrum because they must work backwards to create advertising from the rap. There’s some very healthy dialog between McKinney team members. The younger team wants to focus on the rapper and the veteran team reminds them that at the end of the day it must be about the product. This raises a compelling generational viewpoint. A younger McKinney writer makes the excellent point that she doesn’t want the ad to scream "commercial" or force the message. She doesn’t waiver while going head-to-head with someone that could probably get her fired. She holds strong to her viewpoint, and I give her kudos for it.

It’s execution time…

The final 12 hours…the not-so-glamorous business trip begins for both teams as they show up in their Sunday best.

McKinney starts the pitch with “Let’s Fix Breakfast” and “Freestyle Breakfast.”

The Let’s Fix Breakfast idea is described as a talk show hosted by Subway breakfast sandwiches and an audience comprised of Subway breakfast sandwiches.

Subway looks unimpressed. Steely silence fills the room. So McKinney moves on to the second strategy – Mac Lethal. They run the Freestyle video. Smiles breakout amongst the Subway team…there’s even a few chuckles. Heads are nodding up and down. Mac Lethal delivers an impromptu rap in-person and everyone claps – as if it were Glee!

Now WDCW is up and they launch into a description of Breakfast Zombies…now called zAMbies. They display the incredibly bold creative as well as an extremely loud commercial. It caught the attention of Subway execs who smiled and laughed.

Finally, it comes down to decision time.

Subway execs appreciate the robotic creative such as the No Be zAMbie tagline, but raise the question of how it fits with the brand.

The conversation moves to McKinney, who thought they  had a strong strategic starting point. Subway felt McKinney understood the challenge and translated it very well with insights into the creative.

But this is no easy decision. Subway can’t ignore that WDCW grasped the 18-24 target language and culture. Subway VP, Suzanne Greco, commented that neither agency delivered on the appetite appeal, making the food look so good that everyone wants to rush into Subway for a breakfast sandwich.  

Stomachs are churning with anxiety for both teams, and viewers as we wait for the final decision.

Subway execs come out and share that sometimes it comes down to a narrow margin, however the win goes to McKinney! Immediately, Liz Paradise takes a moment to recognize her team as the backbone of the win – well done Liz.

Tracy Wong stresses that WCDW believes in focusing on form and process. They are an agency that believes in sticking to passion and conviction, not about winning or losing. It’s clear they are a group with cutting-edge ideas.

The show fades with McKinney celebrating a very big win! High fives, cheers, hugs and tears! The joy of teamwork wins the challenge of the Subway breakfast sandwich!

I've been part of new business pitches on both the client and agency side. You're part of pitches, or seeing it around you in your agency.

• Do you think the show honestly captured the process?
• Was it more reality or show?
• Does it have an audience beyond us agency / media geeks?

I'm going to keep watching and decide. Let me know what you think.