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Why Mobile Matters The Cultural Significance of On‐the‐Go Connectivity image: papadont an ePaper by Sidneyeve Matrix mobile engagement trends social media design + build

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Page 1: Mobile matters

Why Mobile Matters TheCulturalSignificanceofOn‐the‐GoConnectivity

image: papadont

anePaperbySidneyeveMatrix

mobileengagementtrends

social media design + build

Page 2: Mobile matters

abstract

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InthisePaperweexploretheculturalsignificanceofon‐the‐goconnectivityviamobilephones,withtheaimofidentifyingthemostimpactfultrendsformobilemarketingandcommunications.

We begin with a roundup of five key mobile consumer habits. Next, afterpointing to some cross‐demographic trends, we focus on a number ofconsumersegmentsfrom“techno‐tots”to“silversurfers”anddescribehowand why they reach for cell/smart phones (and tablets) as everydaycommunicationstechnologies.Finally,weidentifyarangeofmobilemarketingobjectives,content,andcampaignideasdesignedtomotivatedifferenttypesofmobileengagements.

Thisresearchisalsoavailableasanon‐demandwebinar.

image: Stephan Geyer

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introduction

ArecentsurveybyR2Integratedaskedmarketerswhymobilemattersfromtheirperspective. Respondents identifiedthe topthree reasonsforlaunchingamobilecampaignasleadgeneration,directsales,andaperceivednecessitytocompeteinthemobilemarketplace.

To compete in this space it’s necessary to have a clear picture ofemergentformsandpatternsofmobilemediause.Inotherwords,weneedtounderstandhowandwhymobilematterstoconsumers.

Being precise about the uniqueness of mobile consumer behaviorpatterns,howtheyaredistinctfromonlinemediausehabits,willsparkideasforinnovativemobilecommunicationscampaignsthataddvalueforusersandachievemeasurableresults.

mobilemarketing

image: johncatral

&thenecessitytocompete

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&aconnectedcitizenry

alwaysononthego

image: Valerie Everett

Increasinglytodaypeopleare livingdigitally tetheredyetlocation‐independent lifestyles and engaging in nomadic work styles.Correspondingly, we see an upswing in smartphone, laptop,netbook, and tablet adoptions. The most in‐demand of thesedevices offer the most multifunctionality‐‐‐enabling mobileconnectivityplusavarietyofgeo‐utilities.

In response, users embrace portable computing habits, developagile informationdesiresandneeds, and practicenewmodesofmobileengagement.

Let’sconsidersomeexamples.

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increasingimmediacy

Today society and the economy aremoving at an ever greater velocitylargely because of mobile and social,digitalandnetworkedtechnologies.

That’s giving rise to a complexlyconnected real‐time digital culturewhereinwe see new notions of valuebasedonimmediacyand instantaneity.In other words, we want ourinformation and connectivity and wewantthemnow. Infactformany,realtimeisnotfastenough,toquoteJeremyOwyang.

As a result, trends in real‐time searchand social networking are quicklyramping up. For marketing andcommunications professionals thatmeansensuringcampaignsandsitesareaccessible on mobile devices andoptimizedforSEOhasneverbeenmorecrucial.

Quicklyfindable,fast‐loading,painlesstonavigateinahurry,andreadytoshareinaninstant.That’smobile‐optimizedcontent.

ルーク.チャ ン.チャン

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. .5modesofmobileengagement:5keytrends

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becauseifyou’renotonthemap,you’reinvisible.

becominglocation‐aware

Mobile technology and wi‐ficonnectivity reconfiguressocialandurbanspaces.

AsChrisThorpobserved,GPSdigital sociability has thee f fect o f mak ing theanonymous and impersonal,such as the city street,personalagain.

Thuswe seethe emergenceof the geotagged city,wherein services like Yelpmean establishments gainincreased transparency. AndbecauseofthepowerofP2P

recommendations and how they affect purchase decisions, we can say withconfidencethatgeosocialnetworkingischangingtherelationshipofclientstothemarketplace.

The task formobilemarketingandcommunicationsisto increasecampaignandbrandgeorelevanceforon‐the‐gousers.EnsuringbusinessisgeolocationreadyanddiscoverabletoGPS/LBSappsiscritical,

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. .6modesofmobileengagement:5keytrends

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accessibility

image: theCarol

Mobiletechnologiesprofoundlyimpactourrelationships.Whenfriendsandfamilycannotbephysically inproximity,andoftenevenwhenweareinsharedspaces,userswillopt fortheambientaccessibility of text‐connect.Mobilephonesallowpeopletomaintainasenseofconnectedpresence,andassuchtheycanbesaidtoextend (and even enrich) communities and relationships. We use our cell‐ andsmart‐phonestoparticipateinsocialeventsandeachother’slives.

Putdifferently,mobilephonesaretechnologiesforsocialcohesion.

For marketing and communications professionals, this means building on thepremisethatthatmobilephonesarewidelyregardedasasocialmedialifeline.Thebestmobilemessaging truly “gets” the importance consumersplace onmobilephonesaspass‐cardsthatunlockaccesstotheimportantpeopleintheirlives,andkeystotheironlinereputationandpublicprofiles.

Notjustaphone,butaremotecontrolforlife.

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mobilepersonalizationMobilephonesarewidely regardedasthemostpersonaldigitaldeviceofall.Theyholdsomuchintimatedatathatmanypeopleconfessitwouldbemorecatastrophictolosetheirphonethantheirwallet.

Thosedevicesarepersonalizedinanotherwaytoo:asusersloadupmobiledeviceswithapps,images,BBM/SMS,email,wallpapers,ringtones,music,podcasts,video,passwordsandaccountnumbers,every phonebecomesexquisitely anduniquelyconfigured‐‐‐mirroringa setof preferences specific to the owner. No two in‐usephonesarealike.

As well, mobile phones and tablets are prime platforms for user‐generatedmicromedia(UGM)andlifecasting(sharingstatusupdates,photos,GPScheckins).NotjustlistsofcontactsandSMS,butphotos,memos,documents,andmore.

Fromamarketingandcommunicationsperspective,therehasneverbeenabettertimetodesigncampaignsthatenablemobilecontentcreationand/orsharingthosedigitalassets.Thisisakey opportunity to introduceproductsandservicesasthescaffoldingsupportingdigitalcreativityandpeer‐to‐peerUGMmobileexperiences.

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image: Ron Wiecki

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connectedpleasure

Althoughonceweheardalotofpush‐backaboutBlackBerrysaselectronicleashes,andmanyconsumersresistedowningamobilephoneforfearofbeingtooaccessible,todayawide‐scaleattitudinalshifthastakenplace,suchthatbyandlargeconnectivityisvaluedandexperiencedaspleasurable.

Infactsurveysrepeatedlyconfirmthatalways‐onaccesstofriendsandfamilylowersstressandincreasesproductivityatwork.OurnewlyemergingmLifestylehabitsandritualsdelivercomfortandsecurity.

Mobile campaignscancapitalizeonandaddtothosepleasuresbydelightinguserswithentertainingandemotionally resonantcampaigns.Whendesigningformobile,thinkoftheplatformas

preconfiguredwithconnectedpleasure.

5 image: foreverdigital

.9.modesofmobileengagement:5keytrends

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&cross‐generationalengagement

mobiledevices&demographicsaudiencesegments

image Rego

Mobile users are segmented by demographics and devices. It’simportant tohave the right contenton the right channel, suchthat device and demo are in sync, and the message is bestpositionedtoreachitstarget.

But before we get to differences, there are three key cross‐generationalmobiletrendsworthconsidering,allofwhichwillbeamplifiedwiththearrivaloftheiPad.

Theyinclude:connectedcocooning,mediasharing,andtexting.

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cross‐generationmobiletrends:

connectedcocooningNot all mobile use is out ofhome:theshiftfromlandlinesto cellphone andmainstreamadoption of laptops, plusgrowing household wi‐fiadoption all add up tomoresofasurfing.

Today when families watchtelevision together it’s likelysome of those present aresemi‐fixated on their ownprivate handheld mediachannel–‐withoneeyeonthebig screen. The New YorkT imes c a l l s t h e t r endconnected cocooning, asindividuals exist happily inpersonalizedmediabubbles.

Formobilemarketingandcommunications,thismeanscross‐platformcampaignsaremore likely to reachviewerswho tend towardmulti‐screenmulti‐channelmulti‐tasking.IfaTVspotistrulyexcellent,weknowaudienceswillsearchforandshareitinstantlywithfriendsfromtheirphone.As well, a branded mobile and social TV extension to an existing televisioncampaignwillengageconnectedcouch‐surfers, invitinginteractionwithbrandsandfriend‐networksthroughtextingortweetingtheirspectatorship.

5image by: Dr_Phil

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cross‐gentrends:mediasharing

includingseniorsurfersTheiPadisusheringinanewwaveofmediasharing,asthedeviceispassedaroundthediningroomtableandlivingroomseating,connectingusersacrossgenerations.Importantly, this includesseniorswhofindthelargerscreenandkeyboardmoreaccessible than mostsmartphones.

AccordingtoAARPseniorslovetheiPadandthat’sgoodnewsformobilemessaging.Ifdesigningcross‐generationalcampaignsthatincludethesesilversurfers,andforsenior‐specificmobileinitiatives,theiPadmightbetheonlydevicethatmatters.

If that’sthecase,a lookbackathowtheWiiwasmarketedtothisdemographicmightbeinorder,todeterminewhichdiscoursescouldberetrofitfromNintendo‐‐‐famousforhittingahomeruninretiredcommunities.

Trendsshowwiredseniorsareflockingtosocialnetworkingsitestofightboredom,isolation and loneliness. Because socialnetworking and mobile technologies gohandinhand,senior‐specificsocialmobileiPadapps/serviceswillfindanaudience.

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image by: darcy1b

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image DCvision2006

72 mobilephoneusersacrossgenerations%♥ texting

InNorthAmerica,about70%ofthepopulationhasamobilephone.

Themostactivetexters?Teensofcourse,notasurprisetoanyone.Whatisabitmoreunexpected is justhowpopular textingis amongmoremature users—60%ofthe45+demoarejustaslikelytosendSMSastomakeavoicecall.

In anutshell, textingcampaignsworkcross‐gen.That’swhy of the ad dollarsallocatedtomobile,estimatesarethat85%isspentonSMSadvertising.

AnSMScampaigncanalsocomplimentspotsonothermediaplatforms.Itcaneffectively “activate” outdoor/TV or print ads with a call‐to‐action, assumingmostaudienceshaveaphonewithinreach.

mobilemarketingwithcross‐generationalappeal

GenX&GenY,digitalboomers&silversurfers

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menwomen&

image: moriza

Thesexeshavemuchincommonwithmobilemediauseandjustafewdifferencesthataresignificanttomarketers.

Consuming:menmakeupalargerportionofmobileWebaudiencethanwomenbutthat gap is shrinking. The top mobile websites for women are: shopping, socialnetworking,recipes,newsandcelebritygossip.Womendownloadmoreappstotheirphonesthanmendo. MenwatchmoremobileTVthanthefairersex,largelyduetothefactthatsportsisthemaindriverofallmobileTVviewing.

Communicating:Women“tweet”and “friend” 10%more thanmenaccording toNielsen. Howevermenconsume a thirdmore pages thanwomenwhenon socialnetworkingsiteslikeTwitterandFacebook.

Creating:Womensnap, upload andtagmore photographsfromphonecamsthanmendo.ThisiswhyKodakcallsmomthechiefmemoryofficerforthefamily.

mobilemarketingandaudiencesegments

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image: j.o.h.n. walker

professionalsmobile&workshifting

Busy professionals need a particular suite of mobile functions and contentuniquely configuredfordoingbusinessonthe smallscreen.No surprise thenthatthefastestgrowingcategoriesofmobileapps(beyondsocialnetworking)areallinformationalandorganizational(ratherthandiversions)andrelatedtobusy life‐ andwork‐styles on the go.Weather information, news and sportsupdates,mobilebanking,andmapsareamongthetopdownloads.

Andwe’rewillingtopayforthem,becausetheseappsaccelerate,simplify,andorganizebusy livesandenablemobileproductivityandcommunication.ThisisincreasinglythecasewithiPadapps,asbuzzcontinuestomountabouthowthedevicecanserveasalaptopreplacementforbusinesstravelers.

Nosurprisethenthatthemobilesoftwaremarketisexperiencinga“goldrush”onpaidmobileappsaccordingtoresearchbytheYankeeGroup,asreportedineMarketer. In fact although revenue fromUSpaidapps represents $1.6B atpresent,industryanalystsforecastthatfigurewillreach$11Bbefore2015.

Isittimetodeveloporco‐sponsorabrandedapp?

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image: lankforddl

raisingtheiGenerationiPhoneMoms

Someofthetopwaysdigitalmomsusetheirphones:

•findingproductinformation,

•healthresearch,•pricecomparisons,•leisureshopping,•andstayingorganized.

Momsusephonesasmultipurposeshoppingandmobilelifestyle,entertainmentandproductivitytools.

Today7outof10babiesbornaretomillennialmoms.Surveysshowthatthesedigitalmomsareexceptionallytechnosavvy,adeptatparticipatinginthemobileand social web, and more likely to use social media than average adults.Interestingly, 36% of digital moms have a smartphone‐‐‐that is considerablyhigherthangeneralpopulation,whereweseeabout20‐25%smartphoneuse.

FormoreideasonmarketingtodigitalmomsusingsocialandmobilemediaplatformspleaseseemyePaper:

“Howto‘Click’withMillennialMoms”onslideshare.net,scribd.com,andcyberpopblog.com.

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mobilemarketingandaudiencesegments

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image: Paul Mayne

41 iPhonemoms%downloadappsfortheirtechno‐tots

Millennialmomsunderstandthatmobilediversionsfillmomentsofmicroboredom

astheysoothe,distract,anddelightkids(andparentstoo!).Formarketingandcommunications pros this means sponsoring, co‐branding, and developingmobile educational games, entertaining or informational apps for theiGenerationandtheirmillennialmomsmakessense.

smartphoneasdigitalpacifier

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TodaythebehavioralshiftthatRazorfishcallsdigitalprimacyinvolvesusers looking to the web first to satisfy their information andcommunication needs. As smartphone adoption increases, digitalprimacygivesrisetomobileproclivities‐‐‐usersbecomingmoreadeptataccessingdata.

For B2C mobile marketers, this means having an in‐store mobilestrategybecomesmoreimportant.Becausesocialshoppingtrendsareemerging,whetherbrandsofficiallysupportthemornot.

Digital primacy means shoppers are interested in in‐store QR codecampaignstoaccessanaddedlayerofinformationaboutproductsonshelves, as well as wish‐list apps, mobile gift registries, mobile‐optimizedflyersandmCoupons.

mobileculture,mCommercedigitalprimacyandmobileproclivities

image: atmtx

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.

image: Steve Kay

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drivingbehaviormobileengagements&

Bydeliveringhighlypersonalizedincentivestoaperson’smobilephoneimpressionsarelikelytobehigh.Thequestionbecomes,

whatkindsofbehaviorsareyouseekingtodrive?

Tosparkyourimagination,let’sconsidersomemobilecampaignobjectivestargetingdifferentkindsofmobileengagement.

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.

image: iskanderbenamor

eventparticipation

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We can use mobile campaigns to encourage participation in contests andpromotionalevents.Foreventplanners,thebrandedappisquicklybecomingamust‐havepartofthestandardpromopackageforbigticketculturalevents.In2010,TheSuperBowl,MardiGrasandtheVancouverOlympicsusedandinspiredlegionsofbrandedmobileappstooptimizepublicityandparticipation.

If it’s well‐designed with an intuitive interface, a themed app encouragesanticipationforandinterestinyourevent.Howeverinformationaltheutility isthough, the core of the app should still be social, enablingandencouraginginteractionwithfriends.28

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check‐ins

image: nan palmero

If thegoal is toexpanddatabasesthroughgrowingmembershipinloyaltyprograms,it’sgoodtoconsider

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themobilephoneisfastbecomingthenewloyaltycard.

Whether through geosocial‐networking“mayorship”check‐inrewardsor in‐storeshort‐codetextingpromotions,inviteyourregularstoreceive mobile notification of insider tips,reminders,e‐couponsnewsandspecials.

Because with every check‐in, consumersnarrowcast the news about their purchasehabitsandtravelstotheirGPSfriendnetwork.

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Ifyourmarketingandcommunicationsobjectiveistoincreaseonlinetraffic to awebsite0r foot traffic to abrickandmortar location, amobile campaign can be effective. Mobile messaging putspromotionsdirectly intothepurseorpocketofyourtargetmarket,potentially when they are at key influence points (such as in thevicinityorin‐aisle,orleisurebrowsingontheirsmartphone).

And call it “textual satisfaction,” digital curiosity, or just ingrainedhabit, but SMS is more likely to be opened than any other directresponse vehicle. Perhaps this iswhy text e‐coupon redemptionratescontinuetorise.

And geofencing is catching on, a form of promotional proximitytargetedtoconnectedconsumerson‐the‐goandinyourarea.Virtualstorefronts and geosocial fields around any venue can be used totrigger push notifications of news, events, and promotions topassersby.

increasingyourmobile&foottrafficdrivingmobileengagement

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image: Nesster

Ifyourgoalistobuildsustainedrelationshipsbetweenbrandsandconsumers,themostobviousmobilemarketingoptionisanappvertorsponsoredmobilegamewhich,if it’scompellingenough,offerscontinuousengagementandinteractivity.ThisistherouteNewBalancetookwiththeir“365”videocampaign‐‐‐analarmclockappenablinguserstowakeuptoadifferentvideoshortfeaturingnewfootweardesignsontheiriPhoneeachday.

Another idea fordriving sustainedengagement is to follow the lead ofmobilehealthresearchersandorganizationswhoareusingdigitaltechandsocialmediaforsocialgood.Examplesaboundof mobile peernetworkswherein participantsopt‐in to SMS‐basedsupportgroupstohelpmanagediabetes,stopsmoking,orloseweight.

Alsoinspiring,MountSinaiAdolescentHealthCenter’s“textinthecity”campaignisanexampleof amobilemessaginginitiativewhere userscanaskquestionsaboutsexualhealthandgetrepliesin24hoursfromprofessionals.Andthere’sJohnsonandJohnson’s“text4baby”campaignwhichdeliverson‐demandinformationaboutmaternalandinfanthealthviaSMS.

Think aboutdevelopingpartnershipswithnon‐profitsto launchbrandedmobilepublicservice type initiatives,which insomecasescomplimentcorporate social responsibilityprograms,andencouragesustainedrelationshipsandnetworkdevelopment.

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sustainedrelationshipsdrivingmobileengagement

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supportingbrandadvocacyIfanobjectiveofyourmobilecampaign istoencouragebrandaffinity andadvocacy,providinganoccasionforpeer‐to‐peerinteractivityandcontentsharingiskey.Askforretweets.Supportphotosharing.Invitevotesinamobileopinionpollandshowresultsonthehandset‐‐‐ifyourpollisinterestingenoughitcouldbeaconversationstarter.

FollowtheexampleofBassProShopsandcreateabrandedandcustomizablee‐cardore‐couponfor mobi le gift ing. Theylaunched a mobile campaignenabling users to use theirphone to share aphoto of thefishtheycaught,withFacebookfriends,addingamessageaboutthe gear theyused.They couldalsousetheimageaspartofaninstant personalized digital giftcardtodistributeonFacebook‐‐‐invitingfriendstovisitBassProShops and gear‐up beforehittingthelaketotryforanevenbiggercatch.

The phone is a social media lifeline‐‐‐get your brand involved in the ongoingcommunication exchange between friends and family by becoming a tool to helpmaintainclosenessininterpersonalrelationships.

Andmakeiteasyforyourbrandtogetplottedonclients’socialgraphsbyensuringthatallone‐clickoptionssupportingsocialrelationshipmarketingareenabled‐‐‐GoogleFriendConnectandtheFacebookLikebuttonandboxforastart.

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image: Josh Self

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In the mobile e‐commerce ecosystem we see innovativeformatsfordeliveringcontent,uniquemobileconsumerdigitalproclivities, and new on‐the‐go digital information rituals,needsanddesires.

Together these trends encourage anyone seeking tocommunicateonmobileplatformstoreflectonwhichmodesofmobileengagementtheyareseekingtodrive,howportabletechnologies and media fit into the digital culturalconfigurations, communities, andmLifestyles of their targetmarkets,andwhymobilematterstoconsumers,clients,andcampaigns.

image: ismh_

conclusion

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references1. On‐demandwebinarsponsoredbyDigitalCement.comandproducedbyMarketingProfs.com

availableat:www.marketingprofs.com/marketing/online‐seminars/2732. R2IntegratedMobileMarketingSurvey.2010www.r2integrated.com/Portals/21/PDFs/

Mobile_Survey.pdf3. JeremyOwyang,2010AltimeterReport:The18UseCasesofSocialCRMwww.web‐strategist.com/.../

altimeter‐report‐the‐18‐use‐cases‐of‐social‐crm‐the‐new‐rules‐of‐relationship‐management/4. ChrisThorp.“OntheHorizonofaReal‐timeNetworkedSociety”2010.www.slideshare.net/jaggeree/

realtime5. TheNewYorkTimes.www.nytimes.com/2008/08/24/business/yourmoney/24every.html6. AARPDoestheiPadHaveSeniorAppeal?‐AARPBulletinToday22April2010.www.aarp.org/

technology/innovations/.../iPad_Senior_Appeal.html7. AccordingtoPew2010figures.www.brighthand.com/default.asp?newsID=16797&news=Cell+phone

+Mobile+Twitter+Video+Pictures+Statistics+Survey+Pew8. Seewww.bizreport.com/2010/01/older_generations_getting_to_grips_with_text_messaging.html9. AccordingtoJPMorganreportmm.jpmorgan.com/stp/t/c.do?i=E8283‐

B8&u=a_p*d_423260.pdf*h_2tvncakf.10.Seeblog.return2sender.ie/.../New‐Statistics‐Men‐dominate‐mobile‐web‐browsing.aspx11. AccordingtoOrange2010DigitalMediaIndexwww.allbusiness.com/technology/software.../

14264412‐1.html12.AccordingtoMyxerFemalesdownloadtwiceasmuchmobilecontentwww.

fiercemobilecontent.com/.../myxer...download.../2010‐05‐1013.AccordingtoOrange,menwatchmoremobiletelevisionipcarrier.blogspot.com/.../orange‐uk‐study‐

women‐send‐more.html14.Seeblog.nielsen.com/...mobile/for‐social‐networking‐women‐use‐mobile‐more‐than‐men/15.Orangemobilenetwork'sDigitalMediaIndex2010.cfnote11.16.Womentake,tag,andsharemoredigitalphotosthanmendo,whichiswhyKodakcallsmomthe

chiefmemoryofficerforthefamily.cfnote13alsoseeKodakVPinterviewwww.businesswire.com/.../Jeffrey‐Hayzlett‐Chief‐Marketing‐Officer‐VP‐Kodak

17.comScorereviewofthefastestgrowingcategoriesofmobileappswww.comscore.com/Press_Events/Press_Releases/2010/6/Social_Networking_Ranks_as_Fastest‐Growing_Mobile_Content_Category

18.BuzzaboutiPadaslaptopreplacementforbusinesstravelers:Web2.0:HaveiPad,WillTravel‐‐InformationWeekwww.informationweek.com/news/software/.../showArticle.jhtml?

image: Daniel Y. Go

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1.On‐webinarsponsoredbyDigitalCement.comandproducedbyMarketingProfs.comavailableat:http://www.marketingprofs.com/marketing/online‐seminars/2732. R2IntegratedMobileMarketingSurvery.2010www.r2integrated.com/Portals/21/PDFs/

Mobile_Survey.pdf3. JeremyOwyang,2010AltimeterReport:The18UseCasesofSocialCRMwww.web‐

strategist.com/.../altimeter‐report‐the‐18‐use‐cases‐of‐social‐crm‐the‐new‐rules‐of‐relationship‐management/

4. ChrisThorp.“OntheHorizonofaReal‐timeNetworkedSociety”2010.www.slideshare.net/jaggeree/realtime

5. TheNewYorkTimes.6. AARPDoestheiPadHaveSeniorAppeal?‐AARPBulletinToday22April2010.www.aarp.org/

technology/innovations/.../iPad_Senior_Appeal.html7. AccordingtoPew2010figures.http://www.brighthand.com/default.asp?

newsID=16797&news=Cell+phone+Mobile+Twitter+Video+Pictures+Statistics+Survey+Pew8. http://www.bizreport.com/2010/01/

older_generations_getting_to_grips_with_text_messaging.html9. AccordingtoJPMorganreporthttps://mm.jpmorgan.com/stp/t/c.do?i=E8283‐

B8&u=a_p*d_423260.pdf*h_2tvncakf.10.blog.return2sender.ie/.../New‐Statistics‐Men‐dominate‐mobile‐web‐browsing.aspx11. AccordingtoOrange2010DigitalMediaIndexwww.allbusiness.com/technology/software.../

14264412‐1.html12.AccordingtoMyxerFemalesdownloadtwiceasmuchmobilecontent

www.fiercemobilecontent.com/.../myxer...download.../2010‐05‐1013.AccordingtoOrange,menwatchmoremobiletelevisionipcarrier.blogspot.com/.../orange‐uk‐

study‐women‐send‐more.html14.blog.nielsen.com/...mobile/for‐social‐networking‐women‐use‐mobile‐more‐than‐men/15.Orangemobilenetwork'sDigitalMediaIndex2010.cfnote11.16.Womentake,tag,andsharemoredigitalphotosthanmendo,whichiswhyKodakcallsmom

thechiefmemoryofficerforthefamily.cfnote13alsoseeKodakVPinterviewwww.businesswire.com/.../Jeffrey‐Hayzlett‐Chief‐Marketing‐Officer‐VP‐Kodak

17.comScorereviewofthefastestgrowingcategoriesofmobileappshttp://www.comscore.com/Press_Events/Press_Releases/2010/6/Social_Networking_Ranks_as_Fastest‐Growing_Mobile_Content_Category

18.BuzzaboutiPadaslaptopreplacementforbusinesstravelers:Web2.0:HaveiPad,WillTravel‐‐InformationWeekwww.informationweek.com/news/software/.../showArticle.jhtml?

19.Goldrushonpaidapps.www.emarketer.com/Article.aspx?R=100759120.RevenuefromUSpaidappsrepresents$1.6Batpresent,industryanalystsattheYankeeGroupat

forecastthatfigurewillreach$11Bby2013.21.GreystripeMobileAdvertisingInsightsReport:TheiPhoneMomQ32009www.greystripe.com/

wp.../GreystripeAdvertisingInsightsQ309.pdf22.Pew"TheNewDemographyofAmericanMotherhood"2010.pewsocialtrends.org/assets/pdf/

754‐new‐demography‐of‐motherhood.pdf23.Seeforexample,www.millennialmoms.com/MillennialMom101.pdf,andarecentstudyby

BIGresearchconductedforTheRetailAdvertisingandMarketingAssociation.marketingvox.com/retailers‐can‐lure‐moms‐with‐social‐media‐free‐stuff‐046001/aswellasBabyCenter’s2009surveyof25,000women,“The21stCenturyMomReport”www.emarketer.com/PressRelease.aspx?R=1007531

24.MyePaper“MarketingtoMillennialMoms”scribd.com/doc/33894068/Marketing‐to‐Millennial‐Moms

25.cfnote2126.RazorfishFEEDReport2009“digitalprimacy”Razorfish2009FEEDReportwww.adpulp.com/

archives/2009/11/razorfish_2009.php

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27.ThankyoutoMarkW.Schaeferforaskingthisquestiononhisamazing{grow}blog:businessesgrow.com/blog/

28.MichaelLazerow“BrandedApplications:HolyGrailorGraveyard?”blogs.imediaconnection.com/BlogDetail.aspx?BlogID=223

29.Foranexampleofthemobilephoneasloyaltycard:impactmobile.com/news/coca‐cola‐turns‐mobile‐pone‐into‐loyalty‐card‐with‐airbonus

30.SeecommentsbyRobBeecroftofAd.IQinMarketingProfswhitepaper“MobileMarketingSuccessStories”www.ingagenetworks.com/docs/marketingprofs‐mobilemarketing.pdfalsoseeA.M.Al‐alakBasheer,“MobileMarketing:ExaminingtheImpactofTrust”InternationalJournalofBusinessandManagement(2010)www.ccsenet.org/journal/index.php/ijbm/article/view/4643/4419

31.FormoreontheNewBalancevideo365iPhoneappcampaign:psfk.com/2010/03/new‐balance‐365‐campaign‐fuses‐content‐and‐commerce.html

32.FormoreinformationonMountSinai“textinthecity”textinthecity.posterous.comFormoreaboutJohnsonandJohnson’s“text4baby”campaignseetext4baby.com

33.BassPromobileappisdescribedatmobilemarketer.com/cms/news/commerce/6457/.html

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social media design + build

ContentsofthispresentationincludingimageshaveCreativeCommonsAttribution‐Noncommercial‐ShareAlike3.0Licenses.

about the author

SidneyeveMatrix,PhD.Queen'sNationalScholar,Media&Film@Queen'sUniversityOnline:MatrixMediaFX.com+SidneyeveMatrix.com

ThankyoutoAlexandraMacgregorforresearchassistance.

image: B G