Mobile devices and big data will fundamentally change marketing. [1] Smartphones are now owned by 44% of the US population, and 36% of smartphone owners have owned their device for less than a year. [2] Mobile is integrated into every aspect of life, including home, work, and leisure activities. [3] Marketers have access to vast amounts of consumer data from mobile devices, including location information, search terms, and social media interactions, allowing them to target ads based on proximity and relevance.

1. Mobile & Big Data
Will Change Marketing Forever
Photo: http://printmediacentr.com
August 17, 2012 ● @TheTimHayden ● ● Minneapolis

2. Why mobile?
(What’s the big deal? Really?)

4. US Cell Phone Ownership
12%
Smartphone
Feature Phone
44% 44% No Cell Phone
SOURCE: “The Smartphone Consumer”, June 2012, Arbitron and Edison Research
4

5. 36% of smartphone owners
have owned such a device
less than 1 year!*
5 SOURCE: “The Smartphone Consumer”, June 2012, Arbitron and Edison Research

6. Where does
Mobile fit?
(the world with mobile…the mobile life)

7. 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
WEBSITES
search engines
BRANDS
MULTIBRAND
BLOGGER
OUTREACH BLOGS
CORPORATE RICH MEDIA
WEBSITES PARTNERSHIPS
ADS
BANNER ADS
Owned + Paid +
Earned Earned

8. 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 BASED
search engines
BRANDS
MULTIBRAND
BLOGGER
OUTREACH BLOGS
CORPORATE RICH MEDIA
WEBSITES PARTNERSHIPS
ADS
BANNER ADS
DIGITAL OOH NICHE APPS
Owned + Paid +
Earned Earned

9. MOBILE
LIFE
HOME WORK STORE PLAY

10. 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 & Play
NOTE: 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.

12. We Love Our
Phones!
(smartphone use today)
12

13. Never [Go Anywhere] Without It
"Smart" Dependency
Almost Never
Rarely
Sometimes How Often Is Your
[SmartPhone] With You or
Most of the Time Nearby…in Arm's Length?"
Always
0% 10% 20% 30% 40% 50% 60% 70%

14. WE LOVE OUR CAMERAS

15. WE LOVE THE INTIMACY

16. WE LOVE TO INTERACT

17. WE LOVE THE CONNECTIONS

18. NPR: “Sideways Traffic” from Social
http://digitalservices.npr.org/post/why-mobile-web-matters - April 5, 2012

19. WE LOVE THE UTILITY

20. 66% of Mobile
Search begins with
OFFLINE
Advertising!
Source: Our Mobile Planet: United States, Google/Ipsos OTX MediaCT, US, May 2012

21. Source: Our Mobile Planet: United States, Google/Ipsos OTX MediaCT, US, May 2012

22. The Data
Location
Search Time/Date
Terms
Context
Device Language
Type

23. The Big Data
• Unique Identifiers
• Phone number
• Email
• Cookies
• Deep-rooted Apps
PROPINQUITY + RELEVANCY
MOBILE ADVERTISING!

24. Trends
Shaping
“Mobile Next”
(the world is a changin’)
24

25. The Rise of the Supply-Side

26. Visual Storytelling
250 Million
Photos Per Day

27. Face-to-Face Communications
…and voice: SIRI, GoogleVoice…

28. 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.

29. Think
Mobile Behavior
before
Mobile Technology

30. Questions?
Tim Hayden
EARNED
media
tim.hayden@edelman.com
@TheTimHayden
30