The document discusses how mobile is no longer the future but is an integral part of digital strategies today. Some key points made are: - Over 3.9 billion people worldwide use mobile phones, with smartphones accounting for 24% of users - By 2016, smartphone penetration among mobile users is expected to increase to 45% - Mobile web subscriptions are growing faster than broadband subscriptions, and more Americans will access the internet via mobile than PC by 2015 - Brands need to develop mobile-specific content strategies that focus on storytelling and providing contextual, meaningful experiences optimized for any device.

1. Does your brand need a mobile-specific strategy?
HYPE-BUSTERS
@kaylam

2. MOBILE IS NOTTHE FUTURE:
MOBILE IS HERETODAY

3. THERE ARE 3.93 BILLION MOBILE PHONE USERS WORLDWIDE,
REPRESENTING 56% OF THE GLOBAL POPULATION
SMARTPHONES ACCOUNT FOR 24% OF MOBILE PHONE USERS WORLDWIDE,
OR 13.5% OF THE TOTAL POPULATION
BY 2016 WORLDWIDE SMARTPHONE PENETRATION AMONG
MOBILE PHONE USERS IS SUPPOSED TO INCREASE TO 45%
SMARTPHONES ARE CHANGING THE DIGITAL LANDSCAPE:
MOBILE WEB SUBSCRIPTIONS 2:1 BROADBAND SUBSCRIPTIONS
IDC CLAIMS THAT BY 2015 MORE AMERICANS
WILL ACCESS THE INTERNET VIA MOBILE VS PC
IPAD GROWTH = 3X IPHONE GROWTH

4. MOBILE IS NOTA
‘BOLT-ON’ SOLUTION

5. TRUTH #1
humans want
to be entertained

6. BRAND STORYTELLING

7. CONSUMER STORYTELLING

8. PRODUCT STORYTELLING

9. TRUTH #2
context drives content
(and sometimes content drives context)

10. MOBILE HASTHEABILITYTO MARKETTO CIRCUMSTANCE

11. TRUTH #3
mobile fuels other
digital &
traditional behaviors

12. MOBILEACTSAS CONNECTIVETISSUE BETWEEN
OTHER CONSUMERTOUCH POINTS

13. TRUTH #4
motivations rarely change;
behaviors change often

14. THINK OFTECHNOLOGYASAN
ENABLER FOR BEHAVIOR CHANGE

15. SO WHAT?Where do I go from here?

16. Make sure your marketing strategies fulfill the
intrinsic needs and wants of your customer.
Provide utility and not noise.
PUT YOUR CONSUMER FIRST

17. EMBRACE STORYTELLING
Content experiences are brand stories.
Don’t focus on single strategy messages
but rather tell stories through rich content engagements.

18. HOW?

19. Stop focusing on the container.
Your customers will consume the content when and where they want to.
Just be there with meaningful and optimized content.
FOCUS ON THE CONTENT

20. AUGMENT YOUR CONTENT STRATEGY
Develop well-designed user interfaces to connect with people in contextually relevant ways.

21. CONTEXT DRIVES RELEVANCE
Focus on finding those moments where your consumer is in a mindset
to be open to and engage with your content.
Make it meaningful and purposeful based on time, location, and circumstance.

22. DESIGN FOR CONNECTED EXPERIENCES
Create content experiences that are fluid between mobile, tablet, desktop, and IRL.
a aa

23. BUILD A SOLID CMS AND TRACK EVERYTHING
Manage your content so that it optimizes for the right experience at any screen, anytime.
Timely analytics become your best friend in learning about your customer
and where and when they engage with your brand.
LOAD DATA [LOW_PRIORITY | CONCURRENT] [LOCAL] INFILE 'file_name'
[REPLACE | IGNORE]
INTO TABLE tbl_name
[PARTITION (partition_name,...)]
[CHARACTER SET charset_name]
[{FIELDS | COLUMNS}
[TERMINATED BY 'string']
[[OPTIONALLY] ENCLOSED BY 'char']
[ESCAPED BY 'char']
]

24. ITERATE
Set up your organization structures with flexibility for experimentation.
a b c

25. FOCUS ON PEOPLE
NOT THE TECHNOLOGY
Because there will always be another shiny object, screen, device...
but people should always remain at the center of your communications strategies.

26. TRUTH #5
if it is uncomfortable, you are
probably on to something big

27. See you on the internets.
THANKS
@kaylam