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[Mobile + Social] = ? Renate Nyborg - Edelman Director of Digital & Head of Mobile Mobile World Congress 2012 Twitter: @renate | Email: [email protected]
[Mobile + Social] = ? Renate Nyborg - Edelman
Director of Digital & Head of Mobile
Mobile World Congress 2012
Twitter: @renate | Email: [email protected]
Hello! I’m @renate
• World’s largest PR company
• 61 offices world-wide
• Edelman Digital: 75 people in the UK
• Focus on social media comms and marketing
“CONTEXT IS KING”
DOES THE COMBINATION OF [SOCIAL + MOBILE] COMPLEMENT ADVERTISING AND MARKETING?
FIVE opportunities [mobile + social] offers brands
Reach Local Search Data Iteration
1.2 billion active social media users
5.8 billion
mobile subscriptions
50% of Facebook
users are mobile users
Location plus
social make ads
ACTIVE NOT
PASSIVE
71% of US smartphone users have
searched their mobile after
seeing an offline or TV
ad*
Mobile offers a data dashboard
across all marketing channels
a hub, the glue & always-on
Instant feedback
We can
OPTIMIZE our marketing based on
engagement metrics
*Google/OTX, The mobile movement, US April 2011
IS TARGETING AND RELEVANCE MORE ASSURED VIA THE MOBILE CHANNEL?
Not Yet. 2. Mobile hyper-link 1. Fragmentation
4. Display 3. Transaction
It’s about a bigger shift in marketing.
“In the future, no television advertisement will be just self-
contained narratives.
They will be trailers into deeper branded digital experiences.
When TV ads become teasers for digital experiences, the ROI on the investment will improve significantly as the digital
experience will stretch out the brand experiences beyond the 30 second clip.”
- Shiv Singh, Global Head of Digital, PepsiCo
Mobile becomes a hub for advertising and marketing activities – across ALL platforms
HYPOTHESIS
BY PUTTING DIGITAL AT THE HEART OF YOUR ADVERTISING AND MARKETING STRATEGY,
WE CLEAR THE PATH FOR MOBILE TO BECOME TRULY COMPLEMENTARY AND TRULY TARGETED
