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Tim Hayden/@TheTimHayden ● December 3, 2012 ● New York
Reaching & Keeping the
Mobile Audience
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Think Mobile Behavior
before Mobile Technology
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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
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MOBILITY
is Life
Home Work Store Play
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Mobility is a Behavior (it’s about the individual, not the device)
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Tablets = “Lean Back”
• Primary: Apps • News/Media • Long Form Content
• Shopping: M-‐Commerce • Games • U^lity: Home & Business
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Smartphones = “On-‐the-‐Go”
• Primary: Tex^ng • Social • Search/Inquiry
• Shopping: Deals/Payments • Games • U^lity: Life & Play
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“Content is infinite, yet Time remains finite.”
-‐ Steve Rubel, Edelman Clip Report II, August 2012
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the Desktop Hour
email web social other
the Mobile Hour
email web social text app call other
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(all) Media is now
interdependent (and, that’s a good thing…for everything)
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Source: Our Mobile Planet: United States, Google/Ipsos OTX MediaCT, US, May 2012
Offline is the New Online
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Second Screen/Social TV
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News that finds us News Web
Culture
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News that we find
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NPR: Sideways Traffic
http://digitalservices.npr.org/post/why-mobile-web-matters - April 5, 2012
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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…
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Relevance &
Brevity Rule the Moment
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Adap^ve & Reac^ve Design
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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
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CRM
Social
ClickStream
SMS/MMS App(s)
Transactions
Media
Integra^on is Key
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CRM
Social
ClickStream
SMS/MMS App(s)
Transactions
Media
UIDs:
email address phone number
cookie Facebook ID
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More $ ≠
More Users
The Investment & Responsibility
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“Go Mobile, OR
Go Out of Business”