Keeping Up with Your Mobile-Savvy Consumers It’s abundantly clear that the mobile space is evolving at a rapid pace with no signs of slowing down. We know that consumers are addicted to their mobile devices and mobile internet usage is projected to trump desktop usage this year, so why isn’t your marketing plan focusing on your mobile consumers? Join Tomer Cohen from LinkedIn as he discusses how to keep up and capitalize your marketing efforts with the on-the-go, mobile-savvy consumer. Attendees will learn how to: Set and exceed mobile engagement goals Anticipate the wants & needs of your audience Leverage mobile marketing to delight your audience and grow your revenue

1. #Mobilize
Tomer Cohen
Mobile Group Product Lead, LinkedIn
@cohentomer

2. no·mo·pho·bi·a
(noun) : a pathological fear or dread of not having one's
mobile phone

3. mobile moment

4. % of traffic /
revenue
mobile moment
time

6. Netherlands
UK
US
Denmark
>45%
>45%%
>45
Sweden
44%
38%
>50%
United Arab Emirates
Turkey
>50%
25%
India
>50%
Brazil
Singapore
32%
Australia
>45%

7. Mobile is an opportunity.
Leverage mobile diversity.
Mobile first. Platform first.

8. Mobile is changing the world
Television
1950
Internet
Mobile
1990
2000
Mobile is the 7th mass media revolution

9. Smartphone
Internet
PC
Television
Telephone
100%
90%
% of ownership – USA
80%
70%
60%
50%
40%
30%
20%
10%
0%
0
10
20
30
40
50
60
70
80
Number of years since inception
Source: Chart adapted using data from 2009 edition of Forbes magazine, emarketer.com and KPCB Internet Trends 2011
90
100
110
120

10. 82% of U.S. adults own a cellphone.
91% of them have their phone within arm’s reach.
Source: http://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspx

11. Mobile is changing the world
2012
2016
PC
Tablet
Per day…
378K
1.3M
Smart phone
= 100M
Sources: IDC March 2012, Gartner April 2013,
Every day there are 4.5x new mobile devices sold than babies born!
371K

12. On mobile, content is king
On mobile, content is king
78%
EMAIL
57%
GENERAL SEARCH
73%
WEB BROWSING
46%
LOCAL SEARCH
64%
MAPS/DIRECTIONS
44%
READ NEWS, SPORTS
60%
GAMES
37%
WATCH TV/VIDEO
Source: IDC “Always Connected” Report - https://fb-public.app.box.com/s/3iq5x6uwnqtq7ki4q8wk
Smartphones are the central social, communication, and information tool in people’s lives

13. Desktop
Phone
Television
Phone leads daily content consumption across desktop, television and tablet.
Source: http://www.brafton.com/news/global-content-consumption-dominated-by-the-web-mobile-on-top

15. Mobile is an opportunity.
Leverage mobile diversity.

17. Version 1.0
Oct 2010

18. Who are our (mobile) users?

19. Simplify
Aug 2011

20. Always on with mobile

21. Focus on content
Apr 2012

22. Leapfrog
July 2012

23. Personalization
Deep Linking
Promotions
A/B
Experimentation
Analytics
Tracking
Page Load
Automation
Internationalization

24. Email
Location
Device
Type
Organic vs.
Transactional
Operating
System
App
Version
User
Segmentation
Time
Native vs.
Touch Web
A lot to track = A lot to gain
Screen
Size
Price
Point
Connectivity

25. More than 51% of emails are opened on Mobile
Make it…
Simple to Read
Easy to Tap
Easy to Scroll
Before
After

26. More than 51% of emails are opened on Mobile
Make it…
Easy to Land

27. Native vs. HTML5
Organic vs. Transactional
Updates vs. Over-the-Air
AB Experimentation
OS Permissions Access
Push Notifications
Engagement
Payments

28. Constant state of reinvention
Apr 2013
Oct 2013
LinkedIn Phone
LinkedIn Tablet

29. Every app should fulfill a wish

31. Mobile is an opportunity.
Leverage mobile diversity.
Mobile first. Platform first.

32. Mobile first. Platform first

33. 1. App Permissions - Opt in vs. Opt out

34. 2. Organic vs. Transactional Behavior

35. 3. Walled Garden vs. Open Playground

36. Mobile is an opportunity.
Leverage mobile diversity.
Mobile first. Platform first.

37. Thank You!
Tomer Cohen
Mobile Group Product Lead, LinkedIn
@cohentomer