Mobile for Digital / Social Media experts

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Slides from my Edelman Mobile knowledge share.

Slides from my Edelman Mobile knowledge share.

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Transcript

  • 1. MOBILITY AND EDELMAN
  • 2. AGENDA 10 POWERFUL REASONS TO GO MOBILE MOBILE IN PRACTICE OUR SERVICES
  • 3. 10 POWERFUL REASONS TO GO MOBILE
  • 4. MOBILE IS EVERYONE 6 BILLION
  • 5. MOBILE IS GLOBAL
  • 6. MOBILE IS BEHAVIOUR Home Work Shop Play
  • 7. MOBILE IS MEDIA FASTEST GROWING CONTENT CATEGORIES (2011 to 2012) 70,000 44% 49% 52,500TOTAL AUDIENCE 58% 35,000 45% 61% 17,500 0 Social Networing News Reference TV Guides Retail
  • 8. MOBILE IS DIGITAL THE INFLECTION IS COMING (INDIA 2012)
  • 9. MOBILE IS SOCIAL60%+ Facebook & Twitter100% Instagram
  • 10. IT’S BIGGER THAN PRINT ENGAGEMENT BUDGET 7% 10% 25% 1% 74% 83% Print Mobile Other
  • 11. MOBILE IS DISRUPTIVE
  • 12. BRANDS DON’T RULE
  • 13. IN FACT, BRANDS ARE BEHIND TOP 100 UK BRANDS Optimised 37% 63%Unoptimised
  • 14. THE OPPORTUNITY 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. Jay Altschuler, Director of Global Media Innovation, Unilever
  • 15. MOBILE IN PRACTICE
  • 16. USER BEHAVIOUR IS KEY 87% of US consumers choose websites and mobile websites over branded apps 88% of employees are using a personal device for work purposes 55% of UK consumers already use their smartphone in store to find more information out about products
  • 17. REACHING NEW AUDIENCES MOBILE MOBILE WEB WEB PERCEPTION REALITY
  • 18. SEARCH IS MOBILE Google and search are 1 in 4 at the very core of the mobile experienceGoogle searches are on mobile
  • 19. MOBILE IS AMPLIFICATION
  • 20. MOBILE DRIVES ACTION95% of smartphone users conduct local searches90% will act on their results within 24 hours59% will visit a location
  • 21. MOBILE DRIVES PURCHASE
  • 22. MOBILE APP OR WEBSITE ?
  • 23. APP STORES RULE70% (iOS) App Store Google Play Source: Nielsen Q3 20120% 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 63% 26% of apps are discovered of apps are only by app store search opened once
  • 24. FUNCTION BEATS BRAND
  • 25. APP MARKETING IS EVERYTHING GOLDEN RULES OF APP MARKETING 1. CLEAR UTILITY 2. OPTIMISE FOR LAUNCH 3. THINK LONG-TERM ENGAGEMENT
  • 26. SO WHAT ? Behaviours Search Conversion App marketing
  • 27. OUR SERVICE OFFERING
  • 28. OUR SERVICES INSIGHT PROMOTION TRAINING APPS
  • 29. INSIGHT
  • 30. APPS
  • 31. PROMOTIONNumber 2 in foodNumber 1 in news
  • 32. TRAINING Edelman Mobile Learning apps Available to clients March 2013