This document discusses strategies for reaching mobile audiences. It emphasizes that mobility is a behavior rather than defined by any device, and that tablets encourage "lean back" activities like media consumption while smartphones are best for on-the-go uses like texting and search. The mobile web experience must be optimized for brevity and relevance. All media is now interdependent, so organizations need integrated data and content strategies across channels to engage mobile users.

1. Tim
Hayden/@TheTimHayden
●
December
3,
2012
●
New
York
Reaching
&
Keeping
the
Mobile
Audience

2. Think
Mobile
Behavior
before
Mobile
Technology

3. MOBILE
TECHNOLOGY
AND
BEHAVIORS
PART
OF
EVERYTHING
TODAY’S
DIGITAL
ECOSYSTEM
Internal Properties (Intranets etc.)
External Social Networks
External Websites
Paid +
Earned
Owned +
Earned
search
engines
social
sharing
BRAND
WEBSITES
CORPORATE
WEBSITES
MULTIBRAND
WEBSITES
RICH MEDIA
PARTNERSHIPS
CORPORATE
MULTIBRAND
BRANDS
BLOGGER
OUTREACH BLOGS
ADS
BANNER ADS
DIGITAL OOH NICHE APPS
LOCATION BASED

4.
MOBILITY
is
Life
Home
Work
Store
Play

5. Mobility
is
a
Behavior
(it’s
about
the
individual,
not
the
device)

6. Tablets
=
“Lean
Back”
• Primary:
Apps
• News/Media
• Long
Form
Content
• Shopping:
M-­‐Commerce
• Games
• U^lity:
Home
&
Business

7. Smartphones
=
“On-­‐the-­‐Go”
• Primary:
Tex^ng
• Social
• Search/Inquiry
• Shopping:
Deals/Payments
• Games
• U^lity:
Life
&
Play

8. “Content
is
infinite,
yet
Time
remains
finite.”
-­‐
Steve
Rubel,
Edelman
Clip
Report
II,
August
2012

9. the Desktop Hour
email
web
social
other
the Mobile Hour
email
web
social
text
app
call
other

10. (all)
Media
is
now
interdependent
(and,
that’s
a
good
thing…for
everything)

11. Source:
Our
Mobile
Planet:
United
States,
Google/Ipsos
OTX
MediaCT,
US,
May
2012
Offline
is
the
New
Online

12. Second
Screen/Social
TV

13. News
that
finds
us
News
Web
Culture

14. News
that
we
find

15. NPR: Sideways Traffic
http://digitalservices.npr.org/post/why-mobile-web-matters - April 5, 2012

16. Mobile
Search
Google
has,
and
will,
change
the
rules
on
how
your
site
is
indexed:
ARE
YOU
MOBILE
FRIENDLY?
ARE
YOU
NEARBY?
DO
YOU
HAVE
VIDEO?
ARE
YOU
POPULAR?
…as
a
behavior
as
a
technology…

17. Relevance
&
Brevity
Rule
the
Moment

18. Adap^ve
&
Reac^ve
Design

19. The
Mobile
[web]
Moment
Content
Data
Social
Search
Web
Email
Offline
Broadcast
The “Click” - Origination
ASribtuTon
Measurement/Analysis
CRM
POS
Search Mgmt
Social Content
Analytics
Media / Apps
Reports/ Views/Dashboard
Content Command Center
Responsive/Reactive Content
DATA

20. CRM
Social
ClickStream
Email
SMS/MMS
App(s)
Transactions
Media
Integra^on
is
Key

21. CRM
Social
ClickStream
Email
SMS/MMS
App(s)
Transactions
Media
UIDs:
email
address
phone
number
cookie
Facebook
ID

22. More
$
≠
More
Users
The Investment & Responsibility

24. “Go
Mobile,
OR
Go
Out
of
Business”

25. Thank
you.
Ques^ons?
Tim
Hayden
^m.hayden@edelman.com
@TheTimHayden