The document discusses the importance of understanding mobile behavior over mobile technology in today's digital ecosystem. It highlights the different usage patterns of tablets and smartphones, emphasizing the need for businesses to adapt their strategies to engage mobile audiences effectively. The content suggests that businesses must prioritize mobile-friendly practices or risk losing relevance in the market.

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

2. Think
Mobile
Behavior
before
Mobile
Technology

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

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
• Shopping:
M-­‐Commerce
• News/Media
• Games
• Long
Form
Content
• U^lity:
Home
&
Business

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

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

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

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

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

12. Second
Screen/Social
TV

13. News
that
finds
us
Web
News
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
as
a
technology…
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

17. Relevance
&
Brevity
Rule
the
Moment

18. Adap^ve
&
Reac^ve
Design

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

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

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

22. The Investment & Responsibility
More
$
≠
More
Users

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

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