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Keeping Up with Your Mobile-Savvy Consumers ...

Keeping Up with Your Mobile-Savvy Consumers
It’s abundantly clear that the mobile space is evolving at a rapid pace with no signs of slowing down. We know that consumers are addicted to their mobile devices and mobile internet usage is projected to trump desktop usage this year, so why isn’t your marketing plan focusing on your mobile consumers? Join Tomer Cohen from LinkedIn as he discusses how to keep up and capitalize your marketing efforts with the on-the-go, mobile-savvy consumer.

Attendees will learn how to:
Set and exceed mobile engagement goals
Anticipate the wants & needs of your audience
Leverage mobile marketing to delight your audience and grow your revenue

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    Mobilize Mobilize Presentation Transcript

    • #Mobilize Tomer Cohen Mobile Group Product Lead, LinkedIn @cohentomer
    • no·mo·pho·bi·a (noun) : a pathological fear or dread of not having one's mobile phone
    • mobile moment
    • % of traffic / revenue mobile moment time
    • Netherlands UK US Denmark >45% >45%% >45 Sweden 44% 38% >50% United Arab Emirates Turkey >50% 25% India >50% Brazil Singapore 32% Australia >45%
    • Mobile is an opportunity. Leverage mobile diversity. Mobile first. Platform first.
    • Mobile is changing the world Television 1950 Internet Mobile 1990 2000 Mobile is the 7th mass media revolution
    • Smartphone Internet PC Television Telephone 100% 90% % of ownership – USA 80% 70% 60% 50% 40% 30% 20% 10% 0% 0 10 20 30 40 50 60 70 80 Number of years since inception Source: Chart adapted using data from 2009 edition of Forbes magazine, emarketer.com and KPCB Internet Trends 2011 90 100 110 120
    • 82% of U.S. adults own a cellphone. 91% of them have their phone within arm’s reach. Source: http://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspx
    • Mobile is changing the world 2012 2016 PC Tablet Per day… 378K 1.3M Smart phone = 100M Sources: IDC March 2012, Gartner April 2013, Every day there are 4.5x new mobile devices sold than babies born! 371K
    • On mobile, content is king On mobile, content is king 78% EMAIL 57% GENERAL SEARCH 73% WEB BROWSING 46% LOCAL SEARCH 64% MAPS/DIRECTIONS 44% READ NEWS, SPORTS 60% GAMES 37% WATCH TV/VIDEO Source: IDC “Always Connected” Report - https://fb-public.app.box.com/s/3iq5x6uwnqtq7ki4q8wk Smartphones are the central social, communication, and information tool in people’s lives
    • Desktop Phone Television Phone leads daily content consumption across desktop, television and tablet. Source: http://www.brafton.com/news/global-content-consumption-dominated-by-the-web-mobile-on-top
    • Mobile is an opportunity. Leverage mobile diversity.
    • Version 1.0 Oct 2010
    • Who are our (mobile) users?
    • Simplify Aug 2011
    • Always on with mobile
    • Focus on content Apr 2012
    • Leapfrog July 2012
    • Personalization Deep Linking Promotions A/B Experimentation Analytics Tracking Page Load Automation Internationalization
    • Email Location Device Type Organic vs. Transactional Operating System App Version User Segmentation Time Native vs. Touch Web A lot to track = A lot to gain Screen Size Price Point Connectivity
    • More than 51% of emails are opened on Mobile Make it… Simple to Read Easy to Tap Easy to Scroll Before After
    • More than 51% of emails are opened on Mobile Make it… Easy to Land
    • Native vs. HTML5 Organic vs. Transactional Updates vs. Over-the-Air AB Experimentation OS Permissions Access Push Notifications Engagement Payments
    • Constant state of reinvention Apr 2013 Oct 2013 LinkedIn Phone LinkedIn Tablet
    • Every app should fulfill a wish
    • Mobile is an opportunity. Leverage mobile diversity. Mobile first. Platform first.
    • Mobile first. Platform first
    • 1. App Permissions - Opt in vs. Opt out
    • 2. Organic vs. Transactional Behavior
    • 3. Walled Garden vs. Open Playground
    • Mobile is an opportunity. Leverage mobile diversity. Mobile first. Platform first.
    • Thank You! Tomer Cohen Mobile Group Product Lead, LinkedIn @cohentomer