The advertising landscape is changing and mobile marketing is starting to become a major player. Read KeyMedia Solutions' guide to understanding the media shifts and why mobile is changing advertising.

1. The Mobile Shift
The change to Mobile Advertising.

2. Mobile Landscape
• Evolution of Mass Media
• The printing press was invented 574 years ago
• The telephone 144 years ago
• The color television 61 years ago
• Computers 30 years ago
• The internet 23 years
• Smartphones 17 years...
• Tablets 5 years...
• Convergent devices; the era of automation – in
fact I was meeting with a client just this week
and they were telling me about new
thermostats they offer that actually CALL the
home owner and service technician if the
furnace is not working properly.
The same will soon be true of most household
appliances (the refrigerator that keeps a grocery list
for you), automobiles (right now I can start my car
from a half a world away and cars can parallel park
for you), and clothing that will monitor you heart rate
and blood sugar.
Consumers are adapting to “cheap” mobile
technology 8 times faster than they adapted to
expensive PC computer technology in the 1990s
and early 2000s.
Moore’s Law of Action
“The computer in your cell phone today is a million
times cheaper and a thousand times more powerful
and about hundred thousand times smaller [than
the one computer at MIT in 1965]…”
Believe it or not consumers’
expectations outpace technology!

4. What is Mobile?
Your customers are
already connected to
mobile technology
81% of consumers have a smartphone
and television
74% of consumers have a smartphone
and laptop/PC
Today, there are more mobile devices in
the world than there are people.
The 1st mass marketed cell phone was available in 1983.
Grown to 50 million connected devices in the last 10 years
• Phones (feature phones vs. smart phones)
• Tablets
• Digital Designer Wear (google Glass, FitBit, Bluetooth)
• The Internet of Things (the era of automation)
The Internet of Things (IoT) is a blanket term used to describe our increasingly
connected world. Refrigerators, thermostats, cars, smoke detectors, watches,
glasses, and just about every other appliance you can think of is being
connected to the Internet to provide remote access or to monitor and collected
data.
• Pill-shaped microcameras are used to view the human digestive tract
and send back images to pinpoint dicease.
• Precision farming equipment connected to remote satellites and ground
sensors can monitor crop conditions and adjust the way section is
farmed (spreading extra fertilizer on areas that need more nutrients).
• Billboards in Japan “watch” passing cars, making instant decisions on
individual profiles, and instantly change displayed messages based on
those assumptions.
• Interestingly – this past February a television & refrigerator were believed
to be the source of a malicious email attack. Although as of yesterday
the facts are still being disputed…

5. Strategic Role of Mobile
ATTRACT – INTERACT -TRANSACT
Four primary Mobile Opportunities
1. Engagement
2. Relationships
3. Direct Response
4. Sales Conversion
• Multi-screen Usage - The Bermuda
triangle of marketing data
• The PC may be dying, but tablet
growth is peaking
• Smart phone growth is staggering –
fueled by innovations and
accessibility
There were more desktop Internet users
from 2007-2012 than Mobile internet users.
(Business Insider)
In 2013, they begin to level out, which
foresees the Mobile Internet usage
surpassing Desktop in 2014.
Almost 20% of all global web traffic is
through mobile phones – the world is
switching its primary Internet source to
mobile.

6. Trends and Behaviors
Gen X (born between 1965 and
1980) are highly connected –
60% use Smartphones.
Millennial’s (1981+) are similar
to Gen X – 63% use mobile web
at least monthly.
Although 80% of Boomers are
regular internet users, they are
slower to adapt to mobile web.

7. Trends and Behaviors
Gen Xers, for example—defined as people born between 1965 and 1980—88.8% were
monthly internet users as of December 2012, according to eMarketer estimates. Gen Xers are
also highly connected on the go, with nearly 95% using mobile phones, and 60.3% of that
group using smartphones. In 2012, 38.4 million Gen Xers, or 62.2% of Gen X mobile users,
used the mobile internet at least monthly. That accounts for three in 10 mobile internet users in
the US.
Millennials take online activity up a notch—though on mobile their profile is very similar to that
of Gen Xers: 92.3% used a mobile phone in 2012, among whom 63.2% used the mobile web
and slightly fewer used smartphones.
Baby boomers, born between 1946 and 1964, do not reach quite such high levels of activity as
their younger counterparts, but they aren’t far behind. Nearly eight in 10, or 59.9 million baby
boomers, were regular internet users in 2012—and they were even more likely to use mobile
phones, though mobile internet and smartphone uptake were slow compared to other groups.
Digital video is even more popular than social sites with boomers. Nearly six in 10 boomer
internet users downloaded or streamed video at least monthly in 2012, though growth has
already begun to flatten.
Additionally, household income plays into mobile usage and smartphone ownership.

8. Trends and Behaviors
45%
of Internet users between
18 and 29
use mobile search
daily.
(Icebreaker Consulting)

9. The Buying Process
There is a specific thought process that a
consumer goes through when shopping
• Awareness
• Consideration
• Preference
• Action
• Loyalty
Today the process buyers face now
include:
• Peer reviews
• User-generated content
• Competitive alternatives
• The “I got to have it now” feeling
60%of mobile users expect a website to
load in
less than 3 seconds
(Gomez – What Mobile Users Want)
46%of showrooming shoppers still
ended up making their
purchase in-store.
(Source: Pew, 2013)

10. Solutions for you Business
Of the estimated
30 billion annual mobile searches,
about
12 billion
are
local searches
(Search Engine Land)
40%
of website visitors will click
another mobile result if a site is
not
mobile friendly
(Icebreaker Consulting)
Ten Best Practices for a Mobile Site
1. BE THUMB FRIENDLY – this may seem like an obvious
point, but you want to make sure your mobile site/ads are
easy for those with big hands to navigate and use.
2. Design for VISIBILITY – you’ve put a lot of time and through
into your content – make sure it can be read at arm’s length.
3. Put some thought into your NAVIGATION – make sure there
is a hierarchy to the menu items and vertical scrolling to get
all the information needed. Make sure that your phone
number, address, and contact info is in the forefront.
4. ACCESSIBILITY will make or break your success. Your
mobile site should work across all devices and handheld
orientations.
5. Make it easy to CONVERT! Put a priority on information that
will lead to a conversion or sale.
6. Be proud of your LOCAL roots… include functionality such as
maps and phone numbers that allow people find you and
walk into your store.

11. Solutions for your Business
7. Use MOBILE SITE REDIRECTS. Give your mobile site visitors an option to go back to the desktop version if they
would like (but also make it easy to return to the mobile site if they are not enjoying the experience. It is all about
options.
8. BE QUICK! Help you site visitors by making the page quick to load and copy easy to scan.
9. Make the user experience between your desktop site and mobile site SEAMLESS. Your customers should not feel
as if it is two different user experiences or two different companies. Be as consistent as possible (this is where
responsive design outweighs a mobile site or app).
10. Finally – LISTEN AND LEARN from your customers. The best mobile websites are user-centric; they are built
based on their customers comments, opinions, and desired ways of connecting.
Website Analysis – take a critical look at your website. And if you can’t be objective find someone who can.
• What do you want your website visitor to do when they visit your website? Can they do that within 20 seconds and
without having to search your site?
• Does your website navigation make it easy for your visitors to find what they are looking for quickly?
• How does your website look on a tablet? How about a smart phone? Do you have to scroll or expand the view to
read the text? Does it format correctly?
• Is your website optimized for search engines? That includes paid and non-paid search. Do you have clear
headlines? Are all of your images tagged?

12. Push Versus Pull Media
ATL is a type of advertising through media such
as television, cinema, radio, print, and out-of-
home to promote brands or convey a specific
offer. This type of communication is
conventional in its nature and is considered
impersonal to customers (mass media).
Below the line advertising seeks to reach a consumer (instead of a mass audience)
directly rather than through an intermediary, such as would be the case with a
commercial during a television show. This type of advertising is often centered on
specific localities and is used to promote products that a consumer will want to see
in person. It can be coupled with in-store sales help in order to explain the features
of the product (brochures/rack cards).
*Talk Digital

13. Responsive Website
77%of
mobile searches
occur at home or work
even if a PC is nearby
and readily available
(Search Engine Land)
Mobile website (mWeb)
• Performance is essential and the best way to
deliver higher engagement
• Balance design with functionality
requirements
• Ease to use is a priority for a consumer
• Use a design that will catch a consumers’
eyes and manipulate it to fit multiple devices
• Almost everyone has encountered sites that
are not mobile optimized
• Half of them feel frustrated or annoyed

14. Including a
city name
in mobile ads increases click-through
rates by
as much as
200%
(MediaPost)
Mobile App
• International Business Times wrote in 2013 over 100
billion apps were downloaded from the Apple app store
across the planet
• The New York Daily News reports that the average
person checks there phone once every 6.3 minutes,
mostly to view apps
• opportunity for frequent engagement built around
Service, Entertainment, Information, Distraction
Hybrid App
• To take advantage of the benefits of both mWeb and
apps and negate the disadvantages, it is possible to
combine the two into what is known as a hybrid app.
• There will always be small changes that must be made
to make the app compatible on all platforms, but this
combination significantly minimizes the amount of
customization necessary.

15. Attract – Interact – Transact
Shopping searches are
2X
more likely to be performed
in-store
(Google Mobile Ads)
Local mobile searches (85.9
billion) are projected to exceed
desktop searches (84
billion)
for the first time in
2015
(eMarketer)
Attract
Content Strategy = Engagement
• Usability/connectivity/cross channel performance
• Research - competitive analysis, website metrics,
industry insights, current customer preferences
• Listen – monitor conversations, compare KPI’s
Media Strategy = Transactions
• Owned – company website, branded content, social
channels, point of sale, packaging
• Earned – Blogs, directories, email, PR channels and
other earned channels promote awareness and
brand advocacy
• Purchased - Targeted mobile advertising campaigns
generate high volume

16. Attract – Interact – Transact
46%
mobile users say they are unlikely
to return to a website they had
trouble accessing from their phone
(Gomez)
Professional services websites not
optimized for mobile are
24%
more likely to have mobile visitors
bounce.
(Televox)
Interact
Understand the mobile consumer mindset
• Repetitive – these individuals often seek same type
of information & pattern remains the same. They
want their information and that’s it (think sports
scores, stock market, or the weather forecast).
• Bored – people that are killing time – they are
seeking entertainment, social media, or a
distraction.
• Urgent – this group has an immediate need, one
that is typically time or location sensitive. They are
making quick decisions around credibility, accuracy
and relevance because they feel they have to.

17. Attract – Interact – Transact
43%
of all
online banking
activity
in the U.S. now occurs on
smartphones &
tablets.
(xAd/Telmetrics)
Transact
How do you capture your share of this mobile commerce?
• Build a value chain with data points to capture key
performance metrics (what stimulus drove the user to the
mobile moment?)
• Identify conversion metrics along the journey
• Monitor the KPI’s to conversion; they are likely to change
frequently.
Best practice – the correct way to execute on mobile
• Insights and context
• Development
• Creative considerations
• Testing, Analysis, Optimization
• Repeat

18. Core Pillars of a Local Mobile Strategy
71%
of consumers standing in a retail
store with a smartphone use it for
product comparisons;
51% check reviews.
More importantly
48%
of US shoppers are open to
receiving personalized offers on
their devices while in the store.
(Usablenet Inc., 2013)
SoLoMo - Social + Local + Mobil
These three aspects will go hand-in-hand… most mobile users view their
device as very personal and NOT as a marketing communication device.
As businesses, we need to tread lightly as to not insult mobile users. We
also need to be sure we take the time to understand the audience we are
trying to connect with and the best way to connect with them.
There are a multiple ways in which we can utilize the mobile devices to
engage and interact with potential clients.
Mobile Search
We have had a lot of facts and statistics throughout the workbook as it
relates to mobile search marketing (in this section we are referring to paid
search and not organic search). This is a critical element and one that is
growing in importance each day.
Did you know that within the hospitality industry specifically, that most hotel
searches conducted on a mobile PHONE results in reservations for the
same day or next day? On the opposite end, most searches conducted on
tablets result in reservations 1-3 months out.
• 74% of individuals search on a mobile device using a search engine
• Key drivers of mobile search success
• The type of device used
• The location (of the device or the home)
• Keyword

19. Core Pillars of a Local Mobile Strategy
81%
of conversions
(defined as store visits, calls or
purchases)
triggered by mobile search
occur within
5hours.
(Google – Creating Moments That
Matter)
Mobile Display
Mobile Ad Formats
• Interstitial Banners: Make your brand stand out with an interactive
ad that appears inside apps and gives users a full-screen
experience
• Image Banners: get your brand noticed with static or animated
image banners as users are browsing through content on their
smartphones
Targeting Capabilities
• Basic elements: Who, What, When, Where, Why
• Micro Targeting: by device or connection, by content, or retargeting
Text Message Marketing (SMS)
Text messaging is still the largest mobile marketing channel by
revenue
• 95 - 98% of text messages are read within minutes of receipt
• 86% of consumers send or receive a text message every week
• 30% of consumers interact with a brand via text message
• 2.12 Trillion text messages are sent every year
Be sure that you database has been vetted and have opted in to
receive your messages. There are some easy ways to grow your
database – either through purchased lists or asking customers and
individuals to opt in. Every message you send should have a strategy
behind it – be careful not to annoy or offend your customers.

20. Core Pillars of a Local Mobile Strategy
Mobile Email
Email is still viewed as the workhorse of the digital marketing industry – and mobile is following suit. Over
half of all email is now opened on a mobile device. We expect email will flip from a desktop PC-focused
channel to a mobile-first channel in 2014. Expect a big shift in email marketing, where optimization for
mobile phones will be prioritized. Driven by the success metrics of email opened on the phone, the PC
experience will become a secondary consideration.
Be sure your email campaigns are optimized for mobile readability!! They must load quickly, reformat the
design, and have large areas for clicking.
• Immediacy – in all mobile messaging, you want to create a sense of urgency… tell me I have to do it
now as I may not be able to do it tomorrow.
• Simplicity – do not complicate the issues. Your ads, texts, and emails should have ONE primary
focus. You can go into more detail on the landing page for the campaign.
• Context & Relevance – the context of the ad message is critical – the placement should be relevant
and timely in order to deliver the best results.

21. Convergence of Social Media & Mobile
Nearly 90%of
time spent on
Twitter
in August 2013 was on a
mobile device.
(comScore)
3 tips for effective mobile advertising
1. Currently, only a few select third-party Twitter clients support Twitter
ad formats, including Promoted Accounts, Promoted Tweets, and
Promoted Trends (hashtags). This will change in 2014.
2. Facebook Ads show ads based solely on friends' "Likes" and other
targeting options; accordingly, desktop ads are much more relevant,
including retargeting ads for companies with which the user has
already interacted online. That's because of the advanced features
available through FBX.
3. We know that users are more likely to engage with content that
resonates with them, and given what we know about the increase of
mobile app usages, engagement rates increasing, and mobile ad
spend increasing, we predict that FBX will go mobile. As users
continue to make mobile their device of choice, expect FBX
revenues to increase exponentially.
• Start with a goal make it is aligned with your business objectives and
is measurable
• Micro-targeting mobile offers a variety of targeting capabilities
• Compelling creative our devices are personal, make sure your ad is
compelling rather than interruptive
Trial, optimize, adapt: continue to measure and alter throughout

22. Summary of Key Points
Of U.S. mobile users seeking
automotive content,
21%
of Millennials accessed
automotive content nearly every
day.
31%
accessed auto content once a
week
48% accessed this content at
least
3X per month.
(comScore)
The Mobile Landscape
• Internet usage shifting to mobile devices from wired
devices
• There are now more mobile devices in the US than
people.
• Transition from wired to mobile devices
Customer Behaviors Are Changing
• Know your customers – digital behavior varies
• Power of Local Searches
• Consumer expect more from their mobile experience
It’s Not Too Late
• Analyze your website, customer profile, and data!
• Develop Your Mobile Strategy (Attract – Interact –
Transact)
• Test, Monitor, Analyze, and do it again.

23. Contact Us
Korena Keys
www.KeyMediaSolutions.com
Korena@KeyMediaSolutions.com
605-421-8088