This document discusses the growth of mobile and its importance for brands. Some key points made include: - Mobile usage has grown tremendously globally with over 6 billion users. - Mobile media consumption and time spent on mobile is surpassing other platforms like TV, print, and desktop. - Mobile drives in-store purchases and location-based searches that often lead to quick offline actions. - App marketing and optimizing the mobile experience for search and user behaviors are critical for success on mobile. - The document advocates that brands develop their next billion dollar businesses through mobile strategies and emphasizes mobile's role in paid, owned, and earned media.

1. MOBILITY AND EDELMAN

2. AGENDA
10 POWERFUL REASONS TO
GO MOBILE
MOBILE IN PRACTICE
OUR SERVICES

3. 10 POWERFUL REASONS
TO GO
MOBILE

4. MOBILE IS EVERYONE
6 BILLION

5. MOBILE IS GLOBAL

6. MOBILE IS BEHAVIOUR
Home Work
Shop Play

7. MOBILE IS MEDIA
FASTEST GROWING CONTENT CATEGORIES (2011 to 2012)
70,000
44%
49%
52,500
TOTAL AUDIENCE
58%
35,000
45%
61%
17,500
0
Social Networing News Reference TV Guides Retail

8. MOBILE IS DIGITAL
THE INFLECTION IS COMING (INDIA 2012)

9. MOBILE IS SOCIAL
60%+ Facebook & Twitter
100% Instagram

10. IT’S BIGGER THAN PRINT
ENGAGEMENT BUDGET
7%
10%
25%
1%
74%
83%
Print Mobile Other

11. MOBILE IS DISRUPTIVE

12. BRANDS DON’T RULE

13. IN FACT, BRANDS ARE BEHIND
TOP 100 UK BRANDS
Optimised
37%
63%
Unoptimised

14. THE OPPORTUNITY
The biggest mindset change for our marketers is
realizing that mobile is not simply just another
line item on the flowchart. As we evolve our
Communications approach from an interruption
to engagement, whereby we leverage Paid,
Owned and Earned channels, it’s clear that
mobile is the key enabler within this framework.
We have built Billion dollar brands on the back
of TV, but moving forward, our next Billion
dollar brands will be powered by mobile.
Jay Altschuler, Director of Global Media Innovation, Unilever

15. MOBILE IN PRACTICE

16. USER BEHAVIOUR IS KEY
87% of US consumers choose websites and
mobile websites over branded apps
88% of employees are using a personal
device for work purposes
55% of UK consumers already use their
smartphone in store to find more
information out about products

17. REACHING NEW AUDIENCES
MOBILE
MOBILE
WEB WEB
PERCEPTION REALITY

18. SEARCH IS MOBILE
Google and search are
1 in 4 at the very core of the
mobile experience
Google searches
are on mobile

19. MOBILE IS AMPLIFICATION

20. MOBILE DRIVES ACTION
95% of smartphone users conduct local searches
90% will act on their results within 24 hours
59% will visit a location

21. MOBILE DRIVES PURCHASE

22. MOBILE APP OR WEBSITE ?

23. APP STORES RULE
70%
(iOS) App Store Google Play
Source: Nielsen Q3 2012
0%
App Store Search Word Of Mouth 3rd Party SiteApp Promoting Other App Media Sync Software (iTunes) In App Ad Device Homepage Carrier Homepage Email Tip Other
63% 26%
of apps are discovered of apps are only
by app store search opened once

24. FUNCTION BEATS BRAND

25. APP MARKETING IS EVERYTHING
GOLDEN RULES OF APP
MARKETING
1. CLEAR UTILITY
2. OPTIMISE FOR LAUNCH
3. THINK LONG-TERM ENGAGEMENT

26. SO WHAT ?
Behaviours Search
Conversion App marketing

27. OUR SERVICE OFFERING

28. OUR SERVICES
INSIGHT PROMOTION TRAINING
APPS

29. INSIGHT

30. APPS

31. PROMOTION
Number 2 in food
Number 1 in news

32. TRAINING
Edelman Mobile Learning apps
Available to clients March 2013