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Opening keynote presentation for the 2012 Media App Summit, a WebMediaBrands/MediaBistro event, held at The New Yorker Hotel on Monday, December 3, 2012.
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Tim Hayden/@TheTimHayden ● December 3, 2012 ● New York
Reaching & Keeping the
Mobile Audience
Think Mobile Behavior
before Mobile Technology
MOBILE TECHNOLOGY AND BEHAVIORS PART OF EVERYTHING TODAY’S DIGITAL ECOSYSTEM
Internal Properties (Intranets etc.)
External Social Networks External Websites
Paid + Earned
Owned + Earned
sear
ch e
ngin
es 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
MOBILITY
is Life
Home Work Store Play
Mobility is a Behavior (it’s about the individual, not the device)
Tablets = “Lean Back”
• Primary: Apps • News/Media • Long Form Content
• Shopping: M-‐Commerce • Games • U^lity: Home & Business
Smartphones = “On-‐the-‐Go”
• Primary: Tex^ng • Social • Search/Inquiry
• Shopping: Deals/Payments • Games • U^lity: Life & Play
“Content is infinite, yet Time remains finite.”
-‐ Steve Rubel, Edelman Clip Report II, August 2012
the Desktop Hour
email web social other
the Mobile Hour
email web social text app call other
(all) Media is now
interdependent (and, that’s a good thing…for everything)
Source: Our Mobile Planet: United States, Google/Ipsos OTX MediaCT, US, May 2012
Offline is the New Online
Second Screen/Social TV
News that finds us News Web
Culture
News that we find
NPR: Sideways Traffic
http://digitalservices.npr.org/post/why-mobile-web-matters - April 5, 2012
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…
Relevance &
Brevity Rule the Moment
Adap^ve & Reac^ve Design
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
CRM
Social
ClickStream
SMS/MMS App(s)
Transactions
Media
Integra^on is Key
CRM
Social
ClickStream
SMS/MMS App(s)
Transactions
Media
UIDs:
email address phone number
cookie Facebook ID
More $ ≠
More Users
The Investment & Responsibility
“Go Mobile, OR
Go Out of Business”
