2. Welcome to the iMedia
Breakthrough Summit
Keeping Pace with the Mobile Consumer
Marti Funk, VP, iMedia Communications
@Funk

4. Summit Advisory Board

5. Join the Conversation on Twitter
#iMediaSummit
Talking Points. Strategy Insight.
Speaker Analysis. Networking Connections.

7. Opening Trend Report
Mobile: A Consumer Rethink.
Not a Technology Rethink.
John Hadl
Summit Host
Venture Partner
US Venture Partners

8. John Hadl Partner, US Venture Partners

9. 2005 iMedia Agency Conference
Palm Desert, California

10. 2009 iMedia Brand Conference
Las Vegas, California

12. 2012 iMedia Breakthrough
Conference Austin, TX

13. Always Start with the Consumer

14. Four Major Consumer Behaviors
Communication
Content Consumption
Creation
Commerce

15. Understanding Needs: Communicating Their Uses
FIND
SELF PROMOTE DISCOVER &
INFORMATION BE
AND LOOK MAINTAIN TRANSACT
AND MAKE ENTERTAINED
SMART RELATIONSHIPS
DECISIONS
FourSquare Living Social FaceBook
Bejeweled Square
Face Book Google Twitter
Yahoo Amazon
Twitter Groupon My Yearbook
Zynga eBay
Linked In

16. From chance encounters in a media environment ….
to brand as hero solving consumer needs in real time
OLD MODEL NEW MODEL
HOME IN STORE
TRAVEL COMMUTING
REACH
REACH
WHILE
IN PURE
CONSUMING
NEED STATES
MEDIA
EMERGENCY WORK
WORK HOME
START BY SOLVING FOR YOUR CUSTOMERS NEEDS AND PAIN POINTS

17. Impact of Mobile throughout the Shopping Continuum
Choosing a store or
Pre-Tail™ website
Research, word of
mouth, trial
Browsing, comparin
Retail
g, researching &
selecting items
Post-tail™ Using the Purchase
product
(SMOT)

18. Shopping, learning, buying, supporting
Aligning on a
product choice
and choosing a
Intent
Pre-tail/Brand Advertising store or website
Core area of focus
Browsing,
Retail
comparing,
researching &
selecting items
Post-tail Using the Purchase
product
19

19. It’s not as much a technology re-think…. as a consumer re-think

20. Mobile Is The New Cigarette

21. Location Changes Everything
This one input has the ability to change all the
activities/outputs marketers do

22. The Anatomy of Place

23. Location Aware: Web and Mobile
 85% of US impressions can be Geo Targeted to Zip
 20% of Mobile Impressions

24. Turning Time & Location into Audience and
Context…

25. What’s on Deck
Today Tomorrow
Brendon Kraham Stephanie Bauer Marshall
The Mobile Playbook: Shaping the Future of
5 Creative Ways to Win in Mobile Marketing Innovation