1.Welcome to the iMedia Breakthrough SummitKeeping Pace with the Mobile ConsumerMarti Funk, VP, iMedia Communications @Funk

2. Summit Advisory Board 3. Join the Conversation on Twitter #iMediaSummit Talking Points. Strategy Insight.Speaker Analysis. Networking Connections. 4. Opening Trend ReportMobile: A Consumer Rethink. Not a Technology Rethink.John HadlSummit Host Venture Partner US Venture Partners 5. John Hadl Partner, US Venture Partners 6. 2005 iMedia Agency ConferencePalm Desert, California 7. 2009 iMedia Brand Conference Las Vegas, California 8. 2012 iMedia BreakthroughConference Austin, TX 9. Always Start with the Consumer 10. Four Major Consumer BehaviorsCommunication Content Consumption CreationCommerce 11. Understanding Needs: Communicating Their Uses FINDSELF PROMOTE DISCOVER & INFORMATIONBEAND LOOKMAINTAINTRANSACT AND MAKE ENTERTAINEDSMART RELATIONSHIPS DECISIONS FourSquare Living Social FaceBookBejeweledSquareFace BookGoogleTwitter Yahoo AmazonTwitter GrouponMy YearbookZynga eBay Linked In 12. From chance encounters in a media environment . to brand as hero solving consumer needs in real timeOLD MODEL NEW MODELHOME IN STORETRAVELCOMMUTINGREACH REACHWHILEIN PURECONSUMINGNEED STATESMEDIA EMERGENCYWORKWORK HOME START BY SOLVING FOR YOUR CUSTOMERS NEEDS AND PAIN POINTS 13. Impact of Mobile throughout the Shopping ContinuumChoosing a store or Pre-TailwebsiteResearch, word of mouth, trialBrowsing, comparinRetail g, researching &selecting itemsPost-tailUsing thePurchaseproduct (SMOT) 14. Shopping, learning, buying, supporting Aligning on aproduct choice and choosing a IntentPre-tail/Brand Advertising store or websiteCore area of focusBrowsing, Retail comparing,researching & selecting itemsPost-tailUsing thePurchase product 19 15. Its not as much a technology re-think. as a consumer re-think 16. Mobile Is The New Cigarette 17. Location Changes EverythingThis one input has the ability to change all the activities/outputs marketers do 18. The Anatomy of Place 19. Location Aware: Web and Mobile 85% of US impressions can be Geo Targeted to Zip 20% of Mobile Impressions 20. Turning Time & Location into Audience andContext 21. Whats on DeckToday TomorrowBrendon Kraham Stephanie Bauer MarshallThe Mobile Playbook: Shaping the Future of5 Creative Ways to Win in Mobile Marketing Innovation