MOBILITY AND EDELMAN

AGENDA

10 POWERFUL REASONS TO GO MOBILE

MOBILE IN PRACTICE

OUR SERVICES

TO GO MOBILE

10 POWERFUL REASONS

BILLION6MOBILE IS EVERYONE

MOBILE IS GLOBAL

MOBILE IS BEHAVIOUR

Home Work

Shop Play

MOBILE IS MEDIA

0

17,500

35,000

52,500

70,000

Social Networing News Reference TV Guides Retail

TOTA

L A

UD

IEN

CE

44%

49%

58%

45%61%

FASTEST GROWING CONTENT CATEGORIES (2011 to 2012)

MOBILE IS DIGITAL

THE INFLECTION IS COMING (INDIA 2012)

MOBILE IS SOCIAL

60%+ Facebook & Twitter

100% Instagram

83%

10%7%

ENGAGEMENT

74%

1%

25%

BUDGET

Print Mobile Other

IT’S BIGGER THAN PRINT

MOBILE IS DISRUPTIVE

BRANDS DON’T RULE

63%

37%

TOP 100 UK BRANDS

IN FACT, BRANDS ARE BEHIND

Optimised

Unoptimised

THE OPPORTUNITY

Jay Altschuler, Director of Global Media Innovation, Unilever

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.

MOBILE IN PRACTICE

of US consumers choose websites and mobile websites over branded apps87%

88%

55%

of employees are using a personal device for work purposes

of UK consumers already use their smartphone in store to find more information out about products

USER BEHAVIOUR IS KEY

REACHING NEW AUDIENCES

MOBILE

WEB

PERCEPTION REALITY

MOBILE

WEB

Google and search are at the very core of the

mobile experience

SEARCH IS MOBILE

1 in 4 Google searches

are on mobile

MOBILE IS AMPLIFICATION

MOBILE DRIVES ACTION

95% of smartphone users conduct local searches

90% will act on their results within 24 hours59% will visit a location

MOBILE DRIVES PURCHASE

MOBILE APP OR WEBSITE ?

(iOS) App Store Google Play

0%

70%

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

Source: Nielsen Q3 2012

APP STORES RULE

63% of apps are discovered

by app store search

26% of apps are only

opened once

FUNCTION BEATS BRAND

APP MARKETING IS EVERYTHING

GOLDEN RULES OF APP MARKETING

1. CLEAR UTILITY

2. OPTIMISE FOR LAUNCH

3. THINK LONG-TERM ENGAGEMENT

Behaviours Search

Conversion

SO WHAT ?

App marketing

OUR SERVICE OFFERING

TRAININGPROMOTIONAPPSINSIGHT

OUR SERVICES

INSIGHT

APPS

Number 2 in food

Number 1 in news

PROMOTION

TRAINING

Edelman Mobile Learning apps

Available to clients March 2013