MOBILITY AND EDELMAN
AGENDA
10 POWERFUL REASONS TO GO MOBILE
MOBILE IN PRACTICE
OUR SERVICES
TO GO MOBILE
10 POWERFUL REASONS
BILLION6MOBILE IS EVERYONE
MOBILE IS GLOBAL
MOBILE IS BEHAVIOUR
Home Work
Shop Play
MOBILE IS MEDIA
0
17,500
35,000
52,500
70,000
Social Networing News Reference TV Guides Retail
TOTA
L A
UD
IEN
CE
44%
49%
58%
45%61%
FASTEST GROWING CONTENT CATEGORIES (2011 to 2012)
MOBILE IS DIGITAL
THE INFLECTION IS COMING (INDIA 2012)
MOBILE IS SOCIAL
60%+ Facebook & Twitter
100% Instagram
83%
10%7%
ENGAGEMENT
74%
1%
25%
BUDGET
Print Mobile Other
IT’S BIGGER THAN PRINT
MOBILE IS DISRUPTIVE
BRANDS DON’T RULE
63%
37%
TOP 100 UK BRANDS
IN FACT, BRANDS ARE BEHIND
Optimised
Unoptimised
THE OPPORTUNITY
Jay Altschuler, Director of Global Media Innovation, Unilever
The biggest mindset change for our marketers is realizing that mobile is not simply just another line item on the flowchart. As we evolve our Communications approach from an interruption to engagement, whereby we leverage Paid, Owned and Earned channels, it’s clear that mobile is the key enabler within this framework.
We have built Billion dollar brands on the back of TV, but moving forward, our next Billion dollar brands will be powered by mobile.
MOBILE IN PRACTICE
of US consumers choose websites and mobile websites over branded apps87%
88%
55%
of employees are using a personal device for work purposes
of UK consumers already use their smartphone in store to find more information out about products
USER BEHAVIOUR IS KEY
REACHING NEW AUDIENCES
MOBILE
WEB
PERCEPTION REALITY
MOBILE
WEB
Google and search are at the very core of the
mobile experience
SEARCH IS MOBILE
1 in 4 Google searches
are on mobile
MOBILE IS AMPLIFICATION
MOBILE DRIVES ACTION
95% of smartphone users conduct local searches
90% will act on their results within 24 hours59% will visit a location
MOBILE DRIVES PURCHASE
MOBILE APP OR WEBSITE ?
(iOS) App Store Google Play
0%
70%
App Store Search Word Of Mouth 3rd Party SiteApp Promoting Other App Media Sync Software (iTunes) In App Ad Device Homepage Carrier Homepage Email Tip Other
Source: Nielsen Q3 2012
APP STORES RULE
63% of apps are discovered
by app store search
26% of apps are only
opened once
FUNCTION BEATS BRAND
APP MARKETING IS EVERYTHING
GOLDEN RULES OF APP MARKETING
1. CLEAR UTILITY
2. OPTIMISE FOR LAUNCH
3. THINK LONG-TERM ENGAGEMENT
Behaviours Search
Conversion
SO WHAT ?
App marketing
OUR SERVICE OFFERING
TRAININGPROMOTIONAPPSINSIGHT
OUR SERVICES
INSIGHT
APPS
Number 2 in food
Number 1 in news
PROMOTION
TRAINING
Edelman Mobile Learning apps
Available to clients March 2013