Mobile & Big Data Will Change Marketing Forever

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The deck presented in MInneapolis at EXPLORE, a Social Media Explorer production.

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Mobile & Big Data Will Change Marketing Forever

  1. 1. Mobile & Big Data Will Change Marketing Forever Photo: http://printmediacentr.comAugust 17, 2012 ● @TheTimHayden ● ● Minneapolis
  2. 2. Why mobile? (What’s the big deal? Really?)
  3. 3. US Cell Phone Ownership 12% Smartphone Feature Phone44% 44% No Cell PhoneSOURCE: “The Smartphone Consumer”, June 2012, Arbitron and Edison Research 4
  4. 4. 36% of smartphone owners have owned such a device less than 1 year!*5 SOURCE: “The Smartphone Consumer”, June 2012, Arbitron and Edison Research
  5. 5. Where doesMobile fit? (the world with mobile…the mobile life)
  6. 6. 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
  7. 7. 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
  8. 8. MOBILE LIFEHOME WORK STORE PLAY
  9. 9. 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.
  10. 10. We Love Our Phones! (smartphone use today)12
  11. 11. Never [Go Anywhere] Without It "Smart" Dependency Almost Never Rarely Sometimes How Often Is Your [SmartPhone] With You orMost of the Time Nearby…in Arms Length?" Always 0% 10% 20% 30% 40% 50% 60% 70%
  12. 12. WE LOVE OUR CAMERAS
  13. 13. WE LOVE THE INTIMACY
  14. 14. WE LOVE TO INTERACT
  15. 15. WE LOVE THE CONNECTIONS
  16. 16. NPR: “Sideways Traffic” from Socialhttp://digitalservices.npr.org/post/why-mobile-web-matters - April 5, 2012
  17. 17. WE LOVE THE UTILITY
  18. 18. 66% of MobileSearch begins with OFFLINE Advertising! Source: Our Mobile Planet: United States, Google/Ipsos OTX MediaCT, US, May 2012
  19. 19. Source: Our Mobile Planet: United States, Google/Ipsos OTX MediaCT, US, May 2012
  20. 20. The Data LocationSearch Time/DateTerms Context Device Language Type
  21. 21. The Big Data• Unique Identifiers • Phone number • Email• Cookies• Deep-rooted AppsPROPINQUITY + RELEVANCYMOBILE ADVERTISING!
  22. 22. Trends Shaping “Mobile Next” (the world is a changin’)24
  23. 23. The Rise of the Supply-Side
  24. 24. Visual Storytelling 250 Million Photos Per Day
  25. 25. Face-to-Face Communications …and voice: SIRI, GoogleVoice…
  26. 26. Decline in Social 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.
  27. 27. Think Mobile Behavior beforeMobile Technology
  28. 28. Questions? Tim Hayden EARNED media tim.hayden@edelman.com @TheTimHayden30

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