Mobile: The Urgency. The Opportunities.Presentation Transcript
MobileThe Urgency. The Opportunities.July 30, 2012 ● @TheTimHayden
What’s this All About? (insights we have on some fresh numbers from the fine folks at Edison Research)4
Where doesMobile fit? (the world with mobile…the mobile life)
TODAY’S DIGITAL ECOSYSTEM THE CURRENT DIGITAL ECOSYSTEM: WEB, SOCIAL, MOBILE, SEARCH Internal Properties (Intranets etc.) Mobile Properties CORPORATE External Websites External Social Networks BRAND WEBSITES MULTIBRAND social sharing WEBSITESsearch engines BRANDS MULTIBRAND BLOGGER OUTREACH BLOGS CORPORATE RICH MEDIA WEBSITES PARTNERSHIPS ADS BANNER ADS Owned + Paid + Earned Earned
…but, there’s a newsheriff in town…
TOMORROW’S DIGITAL ECOSYSTEM MOBILE TECHNOLOGY AND BEHAVIORS PART OF EVERYTHING Internal Properties (Intranets etc.) CORPORATE External Websites External Social Networks BRAND WEBSITES MULTIBRAND social sharing WEBSITES LOCATION BASEDsearch engines BRANDS MULTIBRAND BLOGGER OUTREACH BLOGS CORPORATE RICH MEDIA WEBSITES PARTNERSHIPS ADS BANNER ADS DIGITAL OOH NICHE APPS Owned + Paid + Earned Earned
MOBILE LIFEHOME WORK STORE PLAY
MOBILE BEHAVIOR, OR BEHAVIOUR Tablets Smartphones • “Lean Back” • “On-the-go” – Browser – Texting – News/Media – Social – Long Form Content – Search/Inquiry – Shopping: M-Commerce – Shopping: Deals/Payments – Games – Games – Utility: Home & Business – Utility: Life & PlayNOTE: Use of both the browser and email are equally popular on smartphones and tablets, as so much of application verification and communication (with other utilities such as calendars) behaviors require use of these legacy-desktop tools.
The “consumerjourney” involvesmuch more than anunderstanding ofindividual behavior.It also requiresdeep awarenessand respect for thesurroundinginfluences andlifestyle preferencesthat shape the useof technology andthe consumption ofmedia.
BARRIERS TO ADOPTION ADOPTION OF NEW TECHNOLOGY IS AFFECTED BY EXISTING AND EVOLVING BEHAVIORS
The Mobile Things We Do (smartphone use today)26
WE LOVE OUR CAMERAS
WE LOVE THE INTIMACY
WE LOVE THE UTILITY
WE LOVE THE CONNECTIONS
NPR: “Sideways Traffic” from Socialhttp://digitalservices.npr.org/post/why-mobile-web-matters - April 5, 2012
Trends Shaping “Mobile Next” (the world is a changin’)32
The Rise of the Supply-Side
Visual Storytelling 250 Million Photos Per Day
The Return of Offline Media66% of smartphone owners say theyhave conducted mobile searches after seeing an ad on another medium. - Google / Ipsos Report
Decline inSocial Media/Online Attention • We have better things to do, places to go and people to see. • It is illegal in almost every state to look at/touch your phone while driving. • Apps, SMS texting, Apps, email, Apps! • We run into each other if we stare at our phones while walking. • More!
Think Mobile Behavior beforeMobile Technology
Questions? Tim Hayden EARNED media email@example.com @TheTimHayden39