Tim  Hayden/@TheTimHayden  ●  December  3,  2012  ●  New  York  

Reaching  &    Keeping  the  

Mobile  Audience      

Think    Mobile  Behavior  

before    Mobile  Technology  

MOBILE  TECHNOLOGY  AND  BEHAVIORS  PART  OF  EVERYTHING  TODAY’S  DIGITAL  ECOSYSTEM  

Internal Properties (Intranets etc.)

External Social Networks External Websites

Paid + Earned

Owned + Earned

sear

ch e

ngin

es social sharing

BRAND WEBSITES

CORPORATE WEBSITES

MULTIBRAND WEBSITES

RICH MEDIA PARTNERSHIPS

CORPORATE

MULTIBRAND BRANDS

BLOGGER OUTREACH BLOGS

ADS

BANNER ADS DIGITAL OOH NICHE APPS

LOCATION BASED

 MOBILITY  

 is  Life  

Home   Work   Store   Play  

Mobility  is  a    Behavior    (it’s  about  the  individual,  not  the  device)  

Tablets  =  “Lean  Back”  

•  Primary:  Apps  •  News/Media  •  Long  Form  Content  

•  Shopping:  M-­‐Commerce  •  Games  •  U^lity:  Home  &  Business  

Smartphones  =  “On-­‐the-­‐Go”  

•  Primary:  Tex^ng  •  Social  •  Search/Inquiry

•  Shopping:  Deals/Payments  •  Games  •  U^lity:  Life  &  Play  

“Content  is  infinite,  yet  Time  remains  finite.”  

 -­‐  Steve  Rubel,  Edelman  Clip  Report  II,  August  2012  

the Desktop Hour

email web social other

the Mobile Hour

email web social text app call other

(all)  Media  is  now  

interdependent    (and,  that’s  a  good  thing…for  everything)  

Source:  Our  Mobile  Planet:  United  States,  Google/Ipsos  OTX  MediaCT,  US,  May  2012  

Offline  is  the  New  Online  

Second  Screen/Social  TV  

News  that  finds  us  News Web

Culture

News  that  we  find  

NPR: Sideways Traffic

http://digitalservices.npr.org/post/why-mobile-web-matters - April 5, 2012

Mobile  Search  Google  has,  and  will,  change  the  rules  on  how  your  site  is  indexed:    ARE  YOU  MOBILE  FRIENDLY?    ARE  YOU  NEARBY?    DO  YOU  HAVE  VIDEO?    ARE  YOU  POPULAR?    

…as  a  behavior  

as  a  technology…  

Relevance    &  

Brevity  Rule  the  Moment  

Adap^ve  &  Reac^ve  Design  

The  Mobile  [web]  Moment  

Content  Data  

Social  Search  

Web   Email  

Offline  Broadcast  

The “Click” - Origination

 ASribtuTon    Measurement/Analysis

 

CRM POS

Search Mgmt

Social Content

Analytics

Media / Apps

Reports/ Views/Dashboard

Content Command Center

Responsive/Reactive Content

DATA

CRM

Social

ClickStream

Email

SMS/MMS App(s)

Transactions

Media

Integra^on  is  Key  

CRM

Social

ClickStream

Email

SMS/MMS App(s)

Transactions

Media

UIDs:    

email  address  phone  number  

cookie  Facebook  ID  

More  $    ≠    

More  Users  

The Investment & Responsibility

“Go  Mobile,  OR  

Go  Out  of  Business”  

Thank  you.  Ques^ons?    

 

   

Tim  Hayden  ^m.hayden@edelman.com  

@TheTimHayden