Context is King: Advertising & Marketing with Mobile Social Media

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Context is King: Advertising & Marketing with Mobile Social Media

  1. 1. [Mobile + Social] = ? Renate Nyborg - Edelman Director of Digital & Head of Mobile Mobile World Congress 2012Twitter: @renate | Email: renate.nyborg@edelman.com
  2. 2. Hello! I’m @renate •  World’s largest PR company •  61 offices world-wide •  Edelman Digital: 75 people in the UK •  Focus on social media comms and marketing
  3. 3. “CONTEXT IS KING”DOES THE COMBINATION OF [SOCIAL + MOBILE]COMPLEMENT ADVERTISING AND MARKETING?
  4. 4. FIVE opportunities [mobile + social] offers brands Reach Local Search Data Iteration 50% of Mobile offers a Facebook data dashboard Instant 1.2 billion 71% of US active social users are smartphone across all feedback mobile users marketing media users users have searched their channels We can Location plus OPTIMIZE our mobile after social make ads 5.8 billion seeing an a hub, marketing mobile ACTIVE offline or TV the glue & based on subscriptions ad* engagement NOT always-on metrics PASSIVE*Google/OTX, The mobile movement, US April 2011
  5. 5. IS TARGETING AND RELEVANCE MOREASSURED VIA THE MOBILE CHANNEL?
  6. 6. 1. Fragmentation 2. Mobile hyper-link Not Yet. 3. Transaction 4. Display
  7. 7. It’s about a bigger shift in marketing. “In the future, no television advertisement will be just self- contained narratives.They will be trailers into deeper branded digital experiences.When TV ads become teasers for digital experiences, the ROI on the investment will improve significantly as the digitalexperience will stretch out the brand experiences beyond the 30 second clip.” - Shiv Singh, Global Head of Digital, PepsiCo
  8. 8. Mobile becomes a hub for advertising and marketing activities – across ALL platforms
  9. 9. HYPOTHESIS BY PUTTING DIGITAL AT THE HEART OF YOUR ADVERTISING AND MARKETING STRATEGY,WE CLEAR THE PATH FOR MOBILE TO BECOME TRULY COMPLEMENTARY AND TRULY TARGETED
  10. 10. Any questions?Email: renate.nyborg@edelman.com | Twitter: @renate

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