Welcome to the iMedia     Breakthrough SummitKeeping Pace with the Mobile Consumer  Marti Funk, VP, iMedia Communications ...
Summit Advisory Board
Join the Conversation on Twitter   #iMediaSummit     Talking Points. Strategy Insight.Speaker Analysis. Networking Connect...
Opening Trend ReportMobile: A Consumer Rethink. Not a Technology Rethink.          John Hadl        Summit Host       Vent...
John Hadl Partner, US Venture Partners
2005 iMedia Agency Conference    Palm Desert, California
2009 iMedia Brand Conference     Las Vegas, California
2012 iMedia Breakthrough  Conference Austin, TX
Always Start with the Consumer
Four Major Consumer Behaviors        Communication     Content Consumption           Creation          Commerce
Understanding Needs: Communicating Their Uses                   FINDSELF PROMOTE                     DISCOVER &           ...
From chance encounters in a media environment ….           to brand as hero solving consumer needs in real time  OLD MODEL...
Impact of Mobile throughout the Shopping Continuum                                          Choosing a store or           ...
Shopping, learning, buying, supporting                                           Aligning on a                            ...
It’s not as much a technology re-think…. as a consumer re-think
Mobile Is The New Cigarette
Location Changes EverythingThis one input has the ability to change all the       activities/outputs marketers do
The Anatomy of Place
Location Aware: Web and Mobile 85% of US impressions can be Geo Targeted to Zip 20% of Mobile Impressions
Turning Time & Location into Audience and                Context…
What’s on Deck            Today                         Tomorrow        Brendon Kraham             Stephanie Bauer Marshal...
Opening Trend Report: "Mobile: A Consumer Rethink. Not a Technology Rethink."
Opening Trend Report: "Mobile: A Consumer Rethink. Not a Technology Rethink."
Opening Trend Report: "Mobile: A Consumer Rethink. Not a Technology Rethink."
Opening Trend Report: "Mobile: A Consumer Rethink. Not a Technology Rethink."
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Opening Trend Report: "Mobile: A Consumer Rethink. Not a Technology Rethink."

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  • Three examples : Mobile- Tampax, Social, Local
  • Combining the Key Moment for consumers in the purchase decision funnel, what brand to buy and where to buy it
  • Opening Trend Report: "Mobile: A Consumer Rethink. Not a Technology Rethink."

    1. 1. Welcome to the iMedia Breakthrough SummitKeeping Pace with the Mobile Consumer Marti Funk, VP, iMedia Communications @Funk
    2. 2. Summit Advisory Board
    3. 3. Join the Conversation on Twitter #iMediaSummit Talking Points. Strategy Insight.Speaker Analysis. Networking Connections.
    4. 4. Opening Trend ReportMobile: A Consumer Rethink. Not a Technology Rethink. John Hadl Summit Host Venture Partner US Venture Partners
    5. 5. John Hadl Partner, US Venture Partners
    6. 6. 2005 iMedia Agency Conference Palm Desert, California
    7. 7. 2009 iMedia Brand Conference Las Vegas, California
    8. 8. 2012 iMedia Breakthrough Conference Austin, TX
    9. 9. Always Start with the Consumer
    10. 10. Four Major Consumer Behaviors Communication Content Consumption Creation Commerce
    11. 11. Understanding Needs: Communicating Their Uses FINDSELF PROMOTE DISCOVER & INFORMATION BE AND LOOK MAINTAIN TRANSACT AND MAKE ENTERTAINED SMART RELATIONSHIPS DECISIONS FourSquare Living Social FaceBook Bejeweled Square Face Book Google Twitter Yahoo Amazon Twitter Groupon My Yearbook Zynga eBay Linked In
    12. 12. From chance encounters in a media environment …. to brand as hero solving consumer needs in real time OLD MODEL NEW MODELHOME IN STORE TRAVEL COMMUTING REACH REACH WHILE IN PURE CONSUMING NEED STATES MEDIA EMERGENCY WORKWORK HOME START BY SOLVING FOR YOUR CUSTOMERS NEEDS AND PAIN POINTS
    13. 13. Impact of Mobile throughout the Shopping Continuum Choosing a store or Pre-Tail™ website Research, word of mouth, trial Browsing, comparin Retail g, researching & selecting items Post-tail™ Using the Purchase product (SMOT)
    14. 14. Shopping, learning, buying, supporting Aligning on a product choice and choosing a IntentPre-tail/Brand Advertising store or website Core area of focus Browsing, Retail comparing, researching & selecting items Post-tail Using the Purchase product 19
    15. 15. It’s not as much a technology re-think…. as a consumer re-think
    16. 16. Mobile Is The New Cigarette
    17. 17. Location Changes EverythingThis one input has the ability to change all the activities/outputs marketers do
    18. 18. The Anatomy of Place
    19. 19. Location Aware: Web and Mobile 85% of US impressions can be Geo Targeted to Zip 20% of Mobile Impressions
    20. 20. Turning Time & Location into Audience and Context…
    21. 21. What’s on Deck Today Tomorrow Brendon Kraham Stephanie Bauer Marshall The Mobile Playbook: Shaping the Future of5 Creative Ways to Win in Mobile Marketing Innovation

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